공익연계마케팅 수행 기업의 국적에 따라 마케팅적 특성, 공익적 특성이 구매의도에 미치는 영향

Abstract

In this study, we are going to analyze the effect of marketing characteristics and public interest characteristics on intent of purchasing according to the nationality of the enterprise that performing the cause-related marketing. With the consumer society maturing recently, consumers' expectations of corporate social responsibility or public interest activities are rising. This study tries to make a relative comparison between the marketing characteristics of the traditional perspectives and the public characteristics emerging recent rapidly on the effects of purchasing intent according to the nationality of the enterprise which the cause-related marketing is conducted. The purposes of this study is examining prior research on the effect of marketing characteristics and public characteristics on purchasing intent and deriving a theoretical research model through the results. In addition, for domestic consumers are divided into domesticenterprise choice group and foreign enterprise choice groups to examine whether there is a difference between marketing characteristics and public interest characteristics in the purchasing intent. The survey was conducted to classify the nationality of the companies performing the cause-related marketing and to analyze the differences between marketing characteristics and public interest characteristics on the purchasing intent. Based on the 258 data collected, the study models and hypotheses were empiricalized. The analysis found that the marketing characteristics of both domestic enterprise and foreign enterprise that perform the cause-related marketing showed the same result, and product quality had a significant effect on the intention of purchasing. In the legal responsibility of public interest characteristics was found same result for both domestic enterprise choice groups and foreign enterprise choice groups, and to have a significant effect on the intention of purchasing. Environmental responsibility, integrity and originality differed between the two groups, and environmental responsibility and originality were found to have a significant impact on purchasing intent in domestic enterprise choice groups. This shows that regardless of a company's nationality, the marketing characteristics that is basic characteristics showed no difference, but that the results of the public interest characteristics may vary depending on the nationality of the enterprise. However public interest activities such as cause-related marketing can also be an important factor in intent of purchasing which will mean that an entity can satisfy consumers' expectations and form a positive attitude toward consumers' intent of purchasing.