Chinese Cause-Related Marketing through Internet: Perceived Benefits, Participation and Privacy Concerns

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.