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.

Abstract
 1. 서론
 2. 이론적 배경과 가설 설정
  2.1. 공익연계 마케팅(Cause-Related Marketing)
  2.2. 공익선택(Choice of Cause)
  2.3. 공익 다양성(Cause Diversity)
  2.4. 기업-공익 적합성(Company-Cause Fit)
 3. 연구방법론
  3.1. 가설설정
  3.2. 연구모형
  3.3. 실험설계 및 표본의 선정
  3.4. 실험홍보물의 제작
  3.5. 사전조사
 4. 연구 결과
  4.1. 공익선택과 구매의도
  4.2. 공익선택과 구매의도 간의 관계에서 공익 다양성의 조절효과
  4.3. 공익선택과 구매의도 간의 관계에서 기업-공익 적합성의 조절효과
 5. 결론 및 시사점
  5.1. 연구결과의 요약 및 시사점
  5.2. 연구의 한계점 및 향후 연구방향
 References

• Xiangdong Shen(Dept. of Business Administration, Chonbuk National University) | 심향동
• Byungryul Bae(Dept. of Business Administration, Chonbuk National University) | 배병렬 Corresponding Author