Chinese Cause-Related Marketing Through Internet: Perceived Benefits, Participation, and Privacy Concerns
AUTHORS
Qi Wang, Student, School of Business, Ewha Womans University, Seoul, Korea
Seong-Yeon Park*, Professor, School of Business, Ewha Womans University, Seoul, Korea
ABSTRACT
With the growth of internet technology, cause-related marketing has become more diverse, therefore, it is utmost important to understand what kind of cause-related marketing campaigns consumers like. This study examines the impact of perceived benefits and privacy concerns on consumer participation of internet cause-related marketing. Through the questionnaire survey, 517 questionnaires have been divided into experienced groups and inexperienced groups. For those who have participated in internet cause-related marketing campaign, the three types of perceived benefits (functional benefits, experiential benefits, symbolic benefits) can positively affect consumers’ attitudes towards the campaign, then positively affect their participation. The privacy concerns have a significant negative moderating effect on the impact of functional benefits on attitudes and a significant positive moderating effect on the impact of symbolic benefits. For people who have not participated in internet cause-related marketing campaign, only perceived symbolic benefits and experiential benefits can positively influence their attitudes towards campaign. The privacy concerns have a significant positive moderating effect on the impact of symbolic benefits.
KEYWORDS
Cause-related marketing, Consumer attitude, Consumer participation, Perceived benefits, Privacy concern
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