摘要：顾客是价值的共同创造者，近年来企业开始将共同创造从产品设计延伸到社会责任层面。在善因营销中，顾客参与善因事件的选择对消费者响应会产生影响吗？本文通过三个实验揭示了善因营销中善因事件由企业选择还是由顾客选择对消费者响应的影响机制。具体而言，实验一发现，善因事件主体选择与权力距离信念之间存在匹配效应，即对于低权力距离信念的消费者，相比企业选择，顾客选择善因事件会产生更多的消费者响应，而高权力距离信念的消费者则偏爱企业选择善因事件，实验二发现，善因事件主体选择与权力距离信念的匹配效应具有不同的中介作用机制。低权力距离信念的消费者更偏向顾客选择善因事件，因为给予他们选择权会产生更多的心理所有权；而高权力距离信念的消费者更偏向企业选择善因事件，原因在于这会使他们对善因事件产生更多的信任，进而增强其品牌态度和购买意愿。实验三通过操纵中介变量的程度，增加两种新的情境，再次验证了心理所有权和消费者信任分别中介了善因事件主体选择与权力距离信念对消费者响应的影响。

Abstract: Customers are the co-creators of value. In recent years, companies have begun to extend cocreation from product design to social responsibility. In cause-related marketing, will allowing consumers to choose the cause impact on consumer response? Through three experiments, this study revealed the influence mechanisms of cause chosen by the enterprise or consumers on the consumer's response in cause-related marketing. Specifically, experiment 1 found that there is a matching effect between the subject choice of causal and power distance beliefs. For consumers with low power distance beliefs, cause choice made by consumers will generate more consumer response than that made by enterprise. while consumers with high power distance beliefs prefer companies to choose cause. Experiment 2 found that the matching effect of the subject choice of causal and power distance belief has different mediating mechanisms. Consumers with low power distance beliefs prefer customers to choose causes because offering them choice creates more psychological ownership, while consumers with high power distance beliefs prefer companies to choose causes because it generates consumer trust in cause, which in turn strengthens their brand attitudes and purchase intentions. Experiment 3 added two new situations by manipulating the degree of mediating variables, and reverified the mediating effects of psychological ownership and consumer trust in different matching effects of the subject choice of causal and power distance beliefs on consumer response.