本研究以對環境友善耕種之南華米為例，導入善因行銷刺激受眾，藉以了解此行銷方式對受眾之知覺風險、知覺價格、知覺價值及購買意願之影響。研究以統計量化方式，以李克特五點統計量表分成三階段進行。第一階段在於檢測有/無善因行銷的導入對受眾之影響。結果發現：在善因行銷導入之情況下，受眾之知覺風險各子構面平均值相對無善因之擾動具顯著降低，且均低於3分；特別是在功能風險、社會風險及財務風險，下降幅度最大；知覺價值及購買意願在善因行銷導入後則有顯著提升。第二階段則聚焦在不同人口統計變項下各變數之差異。結果發現：在導入善因行銷後，知覺風險、知覺價格及購買意願對不同性別、婚姻狀況之受眾皆無顯著差異。反之，不同年齡、教育水平、月平均收入則呈現顯著差異。第三階段則是探討各變數間之關係，研究結果發現，知覺風險會顯著負向影響知覺價值及購買意願，知覺價值會顯著正向影響購買意願，而知覺價格對購買意願則無顯著影響。 In this study, we discuss the impact of cause marketing on the perceived risk and purchase intention of the consumers by introducing the environment friendly cultivated rice, the Nanhua rice. The quantitative process includes two stages. The first stage is to examine the impact of introducing of cause marketing to the consumers or not. The results show that the average perceived risk of the consumers is significantly reduced in the case of tests with cause-related marketing, especially in performance risk, social risk and financial risk; And the perceived value and purchase intention has significant increase after the introducing of cause-related marketing. The second stage of the experiment focuses on the impact of consumers’ demographic variables after applying cause-related marketing. The results show that the gender and marital status have no significant effect on the perceived risk, perceived price and purchase intention. On the contrary, age, education level, and monthly average income significantly affect the perceived risk, perceived value and purchase intention.
