產品善因配適度代表消費者對於善因行銷與公司產品、形象、定位或目標族群間的關聯，而公司聲譽是藉由人們過去與企業的互動經驗，或是透過大眾媒體及口碑力量所傳達的資訊所形成，這兩者皆是影響消費者態度以及購買意願的重要因素。由於消費者往往對公司的企業社會責任抱持著懷疑的態度，所以在面對與公司企業有關的善因行銷時，本研究在2（良好的聲譽、不良的聲譽）*2（高產品善因配適度、低產品善因配適度）的實驗設計中，分別提供186位受訪者不同版本的品牌與柳橙汁的廣告，測試了產品善因配適度以及公司聲譽對消費者態度的影響。而研究之目的為企業該如何設計以及應用產品善因配適度，才能提高消費者對於公司的態度。
而本研究結果顯示1.在公司聲譽良好的情況下，使用高產品善因配適度的善因行銷，會顯著提升消費者對於公司態度，進而影響購買意願。2.在公司聲譽不良的情況下，不論使用高產品善因配適度或低產品善因配適度的善因行銷，消費者對於公司的態度都不會有顯著改變。
因此，組織用企業社會責任來與消費者進行溝通時，需小心謹慎，避免讓消費者產生懷疑，若公司處於聲譽不良的狀況，則不應該為了扭轉形象、提高營收而採用善因行銷；若是聲譽良好，採用善因行銷時則要特別注意產品善因配適度的高低，如此一來才能有效提升消費者對於公司的好感。

This study examined the effects of reputation and product-cause fit on purchase intention mediated by consumer attitude. Experimental design was adopted as the research method. We tested the influence of fit and reputation on consumer attitude when confronted with a cause-related marketing advertisement in a 2 (high fit vs. low fit) by 2 (bad reputation, good reputation) subject-experimental design. We offered subjects different versions of an advertisement (two different orange juice brands). 210 samples were collected from an online survey via Facebook and Line, and the number of valid samples obtained is 186.
SPSS 20.0 was then used to perform descriptive statistics, factor analysis, reliability and validity analysis, correlation analysis, independent-sample t test, and linear regression analysis to analyze the collected data for examining the proposed hypotheses.
The results of this study found the following implications: (1) Good reputation and high product-cause fit between a company and CSR domain significantly enhances the attitude towards the company, and thus it affects purchase intention. (2) In the case of a bad reputation, fit doesn’t have a significant impact on attitude towards the consumer. The results show that companies need to be careful when communicating about their corporate social responsibility with cause-related marketing.

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