Cause Related Marketing（善因行銷）現在是個很受重視的行銷手法。CRM（善因行銷）要成功會受到多種因素的影響，例如產品的類型，動機，行銷策略，行銷方式。本研究的目的是研究CRM（善因行銷）成功重要的因素。本研究發現，激發消費者的愛心，以及公司選擇的善因是符合公司產品概念的(流暢性)，這兩個因數對消費者的行為，購買意願和慈善信任有正向關係。在這項研究中，我們使用一些愛的名言激發顧客對他人的愛，並且公司選擇幫助的對象或機構跟公司的產品是相關的，讓消費者感到合理通順。接著，我們分析了激發顧客的愛對購買意願、慈善信任和消費者行為的影響。本研究分析結果發現「愛」比「公司選擇幫助的對象」更重要。這個結果代表了愛對善因行銷有正向的關係，而在顧客的愛被激發的情況下，概念流暢合理對善因行銷的商品也有正向關係，然而在愛沒被激發的情況下，公司所幫助的對象對業關聯營銷卻是沒有正向關係的。從本研究我們可以發現愛對善因行銷的正向影響的原因是自我信號，當消費者覺得自己是個有愛心的人，消費者對善因行銷的商品會給予比較正向的態度。最後，通過我們的研究，我們發現愛對善因行銷策略的有效性扮演很重要的因素，愛可以增加消費者對善因行銷的產品的購買意願。我們希望本研究將能幫助公司設計有效的善因行銷策略。

CRM (Cause Related Marketing) has become a common marketing strategy nowadays. The success of Cause Related Marketing can be influenced by a lot of fac-tors, such as the importance of the cause, the type of the product, marketing effort and commercialization activities. The purpose of this study is to find out what are the most important factors in the success of CRM program. This research found out that evoked love and cause fit (fluency of the cause) can increase benevolence trust of the company, customers’ attitude and purchase intention to the CRM product. In this re-search, we used some love quotes to evoke customer’s love toward others and de-signed cause fluency of the CRM program. Afterward, we analyzed the effects of evoked love toward purchase intention, benevolence trust, and attitude of the product. The quantitative analysis results suggest that evoked customer love has the more powerful impact on CRM product than the fluency of the cause of CRM does, and the cause charity of the CRM product have positive result toward the CRM program in the evoked love condition. From this study, we also found out that the positive impact of love on Cause Related Marketing is due to customer self-signaling. When consumers regard themselves as a good person, they will have more positive attitude toward CRM product. Finally, through our study, we found that if evoked love can increase purchase intention on CRM product, we should consider the importance of love to the satisfying result of CRM marketing program. We hope this study could help some company to design their marketing advertisement to the effectiveness of CRM pro-gram.

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