在当下社会日益高涨的企业社会责任运动背景下，因旅游企业经营问题引发的社会问题 受到社会公众的广泛重视。旅游业是一项涉外性的经济事业，常被视为一个地区的窗口行业， 攸关地区形象，因此公众对旅游企业承担社会责任，树立良好的社会形象提出较高的要求。 善因营销是在满足旅游企业获得经济利益的同时，通过向慈善组织捐赠来获得社会大众对企 业承担社会责任的认同。慈善组织作为与企业有直接联系并对消费者响应产生直接影响的一 个要素，会对旅游企业从事善因营销产生一定影响。基于此，本文通过实验场景模拟的方法， 重点考察慈善组织的两个维度在善因营销中对消费者响应的作用机制，即企业与慈善组织的 契合度、消费者对慈善组织的熟悉度。 本文将实验法与问卷法相结合，探究契合度（旅游企业与慈善组织）和熟悉度（消费者 对慈善组织）对消费者响应的主效应，随后进一步探讨契合度和熟悉度对消费者响应的交互 效应。首先通过两个预实验选择出代表不同熟悉度的慈善组织和不同契合度的旅游产品；其 次采用2×2的组间设计实验，虚拟出四种实验场景，运用SPSS22.0和AMOS22.0软件对实 验所得数据进行假设检验。实验结果表明，善因营销中旅游企业与慈善组织的契合度对消费 者响应有显著正效应，即旅游企业与慈善组织的契合度越高，消费者对企业的态度、对企业 捐赠动机的认同和购买意愿越高；消费者对慈善组织的熟悉度对消费者响应有显著正效应， 即熟悉度越高，消费者对企业的态度、对企业捐赠动机的认同和购买意愿越高；同时，契合 度和熟悉度有显著的交互效应，在高契合度场景下，消费者对慈善组织的熟悉度越高，消费 者对企业的态度、对企业捐赠动机的认同和购买意愿越高，在低契合度场景下，熟悉度对消 费者响应的影响并无显著差异。 关键词：旅游企业、契合度、熟悉度、消费者响应 杭州电子科技大学硕士学位论文 II ABSTRACT Under the background of the increasing corporate social responsibility movement, social problems caused by the management problems of tourism enterprises have been widely valued by the public. Tourism is an extraneous economic undertaking and is often regarded as a window industry of a region, which is related to the image of the region. Therefore, the public has higher requirements on tourism enterprises to assume social responsibility and establish a good social image. Cause-related marketing is to satisfied to the social benefits of the tourism enterprises, and at the same time, by donating to charitable organizations, the public is recognized by the public for social responsibility. As an element that has direct contact with enterprises and has a direct impact on consumer response, have a certain impact on tourism companies engaged in good cause marketing. Based on this, this paper, by means of simulation of experimental scenarios, focuses on investigating the functional mechanism of two dimensions of charity organizations in response to consumers in cause-related marketing, that is, the fitness between enterprises and charity organizations and the familiarity of consumers with charity organizations. This paper combines experimental method with questionnaire method to explore the main effects of fit (tourism enterprises and charity organizations) and familiarity (consumers to charity organizations) on consumer response, and then further discusses the interaction effects of fitness and familiarity on consumer response. Firstly, the charity organizations with different familiarity degree and tourism products with different fit degree were selected through two pre-experiments. Secondly, the 2×2 inter-group experiment was designed to simulate four experimental scenarios, and SPSS22.0 and AMOS22.0 software were used to test the hypothesis of the experimental data. The experimental results show that the fitness between tourism enterprises and charity organizations has a significant positive effect on consumer response in kinesthetic marketing. In other words, the higher the fit between tourism enterprises and charity organizations, the higher consumers' attitude towards enterprises, recognition of enterprise donation motivation and purchase intention. The degree of consumers' familiarity with charitable organizations has a significant 杭州电子科技大学硕士学位论文 III positive effect on consumers' response, that is, the higher the degree of familiarity is, the higher consumers' attitude towards enterprises, recognition of enterprises' donation motivation and purchase intention are. At the same time, fit and familiarity have a significant interaction effect. In the high fit scenario, the more familiar consumers are with charity organizations, the higher their attitude towards enterprises, recognition of corporate donation motivation and purchase intention. In the low fit scenario, there is no significant difference in the impact of familiarity on consumer response. Keywords: tourism enterprises, fitness, familiarity, consumer response 杭州电子科技大学硕士学位论文 IV 目 录 摘要 ............................................................................................................................ I ABSTRACT ................................................................................................................. II 目 录 ..........................................................................................................................IV 第1章 绪论 .................................................................................................................. 1 1.1 研究背景 ....................................................................................................... 1 1.1.1中国慈善组织发展现状 ....................................................................... 1 1.1.2旅游企业营销观念的变化 ................................................................... 2 1.2 问题提出 ....................................................................................................... 3 1.3 研究目的及意义 ........................................................................................... 4 1.3.1研究目的 ............................................................................................... 4 1.3.2研究意义 ............................................................................................... 4 1.4 研究方法及路线 ........................................................................................... 6 1.4.1研究方法 ............................................................................................... 6 1.4.2研究路线 ............................................................................................... 6 1.5 创新之处 ....................................................................................................... 7 第2章 文献综述 .......................................................................................................... 9 2.1 旅游企业社会责任相关研究 ....................................................................... 9 2.1.1旅游企业社会责任的概念 ................................................................... 9 2.1.2旅游企业社会责任研究现状 ............................................................... 9 2.2 善因营销的相关研究 ................................................................................... 9 2.2.1善因营销的概念和分类 ....................................................................... 9 2.2.2善因营销的运作方式 ......................................................................... 12 2.2.3善因营销的研究概况 ......................................................................... 12 2.3 消费者响应的相关研究 ............................................................................. 13 2.3.1消费者响应的概念 ............................................................................. 13 2.3.2消费者响应的影响因素 ..................................................................... 13 2.3.3消费者响应的测量 ............................................................................. 14 2.4 契合度与熟悉度的相关研究 ..................................................................... 15 2.4.1契合度的相关研究 ............................................................................. 15 杭州电子科技大学硕士学位论文 V 2.4.2熟悉度的相关研究 ............................................................................. 16 2.5 理