参与努力与捐赠额度对善因营销的作用效果与影响机制分析

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1、华中科技大学硕士学位论文theeffectofdonationamount,andhowmatrixesofdonationamountandparticipationeffortaffecttheeffectiveness.(3)tostudymechanismofparticipationeffortsanddonationamountfrompsychologicalreactanceperspective.Keywords:causerelatedmarketing,participationeffort,donationamount,psychologica

2、lreactanceIII华中科技大学硕士学位论文目录摘要............................................................................................................IAbstract........................................................................................................II1引言1.1选题背景.........................

3、.....................................................................(1)1.2课题来源与选题意义..........................................................................(2)1.3论文的框架结构..................................................................................(3)2文献回顾2.1善因营销...................

4、...........................................................................(4)2.2善因营销的理论基础..........................................................................(8)2.3心理抵触............................................................................................(11)2.4参与努力..........

5、..................................................................................(12)2.5研究述评............................................................................................(13)3理论发展及假设3.1研究概念模型.................................................................................

6、...(14)3.2参与努力............................................................................................(15)3.3捐赠额度............................................................................................(16)3.4参与努力与捐赠额度的交互作用.....................................................(16)

7、3.5心理抵触的中介作用........................................................................(17)IV华中科技大学硕士学位论文4研究设计4.1实验设计............................................................................................(18)4.2实验材料.............................................................