「企業的善意，你相信嗎？」--消費者懷疑論的干擾角色

Abstract

永續發展已然成為全球企業的使命與目標，經理人使用善因行銷時，品牌熟悉度與消費者懷疑論成為影響購買意願的重要因素。本研究探討品牌熟悉度對消費者購買意願之影響及檢驗消費者懷疑論的干擾效果，共發放304份網路問卷進行調查。結果顯示，品牌熟悉度對購買意願呈正向相關，消費者懷疑論於品牌熟悉度與購買意願兩者之間具干擾效果。分析所有實驗情境，研究發現消費者持高度懷疑時，不管品牌熟悉度的高低，皆使消費者購買意願下降，建議企業應時刻注意消費者是否產生懷疑並立即提出對策以消除消費者的懷疑；消費者持低熟悉度時，消費者懷疑論將直接負向影響購買意願，由此得知當企業提高消費者對品牌的熟悉度可減低消費者懷疑態度之負面影響。  Nowadays, sustainable development is considered as one of company’s missions and goals. Brand familiarity and consumer skepticism are critical to the purchase intention when marketing managers use cause-related marketing. The purpose of this research is to examine the effects of brand familiarity and to test the moderating effects of consumer skepticism. A total of 304 questionnaires was collected. The result shows that brand familiarity is positively correlated with the diffusion of purchase intention, and consumer skepticism has moderate effect between brand familiarity and purchase intention. This research found that when consumers are high in skepticism, no matter consumers are high or low in familiarity to the brand, it will lower consumer’s purchase intention. In this light, research suggests companies to pay high attention when consumers are skeptical to the CSR events and to provide authentic contents to eliminate consumer negative response. Moreover, lower brand awareness could bring negative influences on purchased intension directly. Therefore, we conclude that increasing brand familiarity could avoid the company be influenced by skepticism.