• The Journal of Industrial Distribution & Business
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• v.10 no.3
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• pp.35-44
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• 2019

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.58 no.5
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• pp.960-967
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• 2009

Power supply system of electric railway has a diversity of safety problems since it should supply high electric power to the trains moving high speed with a lot of passengers on board. This paper provides a risk assessment approach to safety management of the electric railway facilities. Construction of database from field accident information, risk assessment and management of the risk are carried out systematically to ensure the safety. The risk assessment includes hazard identification, cause analysis by FTA(Fault Tree Analysis), consequence analysis by EVA(Event Tree Analysis), and loss analysis. In terms of the severity and the probability of the accidents deduced by these analyses, the risk of the accidents is assessed by using a risk matrix designed for electric railway facilities. Based on the risk assessment, possible risk mitigation options are identified and evaluated by analyzing their impact on the risk reduction and their cost benefit ratio. The long-term safety of the electric railway facilities can be ensured by renewal of the risk assessment and the risk mitigation option analysis with continuous accident database update. The proposed approach is applied to the electric railway facilities of Korean railway based on the accident data from 2002 to 2008.