The impact of trust propensity on consumers' cause-related marketing purchase intentions and the moderating role of culture and gender

被引：17
|
作者：
Heidarian, Elham [1 ]
机构：
[1] Univ Greifswald, Dept Mkt, D-17489 Greifswald, Germany
来源：
JOURNAL OF INTERNATIONAL CONSUMER MARKETING | 2019年 / 31卷 / 04期
关键词：
Cause-related marketing; culture and gender; purchase intention; trust propensity; warm glow; INITIAL TRUST; E-COMMERCE; BEHAVIOR; ANTECEDENTS; PERCEPTIONS; PERSONALITY; DONATION; CHARITY; FIT;
D O I：
10.1080/08961530.2019.1575316
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
A research model is built based on an investigation of the relationship between the trust propensity of consumers, CRM purchase intentions, and feeling good about helping a cause, with consideration of the moderating role of gender and culture. The results illustrate the impact of trust propensity on different consumer groups. The interaction of culture and gender is shown to play a significant joint moderating role in affecting the impact of "warm glow feeling" on CRM purchase intentions. Practical and research implications are discussed.
引用
收藏
页码：345 / 362
页数：18
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