This study mainly explores whether cause-related marketing and electronic
word-of-mouth marketing have an impact on the perceived value of product
and willingness to through online shopping. A total of 1546 valid samples were
collected. The main findings of the study is : cause-related marketing significantly
affect the consumer's social value of the target product. However, as the proportion
of donations increases, the social value of the consumer will have a plateau effect.
Cause-related marketing and electronic word-of-mouth marketing also have an
interactive effect.