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研究生:張智崴
研究生(外文):CHANG,CHIH-WEI
論文名稱:電子商務型態的善因行銷對購買意圖的影響
論文名稱(外文):The Effect of Cause-Related Marketing on Purchase Intention in E-commerce
指導教授:黃照貴黃照貴引用關係
指導教授(外文):HUANG, ECHO
口試委員:郭訓志羅仕堂
口試委員(外文):KUO, HSUN-CHIHLO, SHIH-TANG
口試日期:2019-07-31
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:英文
論文頁數:67
中文關鍵詞:電子商務善因行銷購買意圖購買刺激物
外文關鍵詞:e-commercecause-related marketingpurchase intentionpurchase stimulus
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善因營銷已經漸漸被企業廣泛使用,作為一種提倡自身品牌和創造與其他公司印象不同的方法。近來,越來越多的公司開始把重點放在無形利益和有形利潤的連結上。本論文主要是為了確定將善因行銷策略導入電子商務平台的有效性,將如何影響顧客在線購物的購買意願。透過185個有效樣本的數據分析,可以檢驗基於TPB(計劃行為理論)的框架假設。在初始測試中,使用Smart PLS 3分析的數據得到探索性因子分析(EFA)和驗證性因子分析 (CFA)的支持。研究結果顯示,即使在高度發展的電子商務環境下,善因行銷策略也能引起客戶的興趣並吸引新進入者成為潛在的顧客。這個提出的架構可以提供有用的方針給企業作參考,且可以揣摩善因行銷活動作為有力的營銷工具。基於實時市場研究中,這些發現可以幫助那些有相似條件的公司開始嘗試使用善因行銷。
Enterprises are widely using Cause-related marketing as an approach to promote and create a different impression, compared to other similar companies, on their customers. In recent, more and more companies start emphasizing the connection of intangible benefit and tangible profit. This thesis is mainly to identify the effectiveness of introducing the cause-related marketing strategy into the e-commerce platform will affect the purchase intention of the customer shopping online. Through the data analysis of 185 valid samples, the hypotheses of the framework based on TPB (Theory of planned behavior) could be examined. The data, analyzed by using Smart PLS 3, is supported by Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) in the initial test. The findings suggest that cause‐related marketing strategy, even at the highly developed e-commerce environment, can evoke customers’ interest and attract new entrants who might be potential customers. The proposed framework can provide useful insights for enterprises to imitate cause‐related marketing campaigns as a powerful marketing tool. The results and findings, deduced from real‐time market research, can help those firms attempting to start caused-related marketing with a
similar condition.

摘要 i
Abstract ii
Table of Content iii
List of Table v
List of Figure vi
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.3 Research Process 5
Chapter 2 Literature Review 6
2.1 B2C E-commerce 6
2.2 Theory of Planned Behavior 7
2.3 Attitude 8
2.4 Subjective Norm 9
2.5 Perceived Behavioral Control 9
2.6 Caused-related Marketing 10
2.7 Purchase Intention 14
Chapter 3 Research Method 15
3.1 Research Framework 15
3.2 Hypothesis Development 16
3.2.1:The relationship between caused-related marketing and purchase intention 16
3.2.2 :The relationship between attitude and caused-related marketing 17
3.2.3 :The relationship between subjective norm and caused-related marketing 17
3.2.4 :The relationship between perceived behavioral control and caused-related marketing 18
3.3 Data Collection 18
3.4 Questionnaire Design and Operational Definitions 19
3.4.1 Attitude (ATT) 20
3.4.2 Subjective Norm (SN) 20
3.4.3 Perceived Behavioral Control (PBC) 21
3.4.4 Caused-related Marketing (CRM) 22
3.4.5 Purchase Intention (PI) 23
3.5 Pilot Test 23
3.6 Data Analysis Method 24
3.6.1 Exploratory Factor Analysis (EFA) 24
3.6.2 Confirmatory Factor Analysis (CFA) 24
3.6.3 Reliability Analysis 25
Chapter 4 Data Analysis and Results 26
4.1 Descriptive Data Overview 26
4.1.1 Sample Description 26
4.1.2 Experience of Cause-related Marketing by Experiment Group 27
4.1.3 Online Behavior by Experiment Group 28
4.2 Reliability and Validity Measurement Analysis 29
4.2.1 Reliability and Validity Analysis 29
4.2.2 Exploratory Factor Analysis (EFA) 32
4.3 Structural Equation Modelling (SEM) Analysis 33
4.4 Hypothesis Test 35
4.5 Summary of Finding 38
Chapter 5 Conclusion and Implication 39
5.1 Summary 39
5.2 Managerial Implications 41
5.3 Limitations and Future Research Directions 43
Reference 46
APPENDIX A : The Questionnaire 54
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