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In spite of fast development and importance of social enterprise, most social enterprises are small-sized, lack professionals and knowledge, have low level of consumer awareness, and depend on government’s material support. Those social enterprises need marketing research that can help them to be sustainable. This study focuses on three factors: (1) congruity between the images of social enterprises and self-images of customers (2) congruity between the expectation of consumers and the perceived performance of social enterprises’ goods (3) congruity between the social values of social enterprises’ goods and the values of customers. This study examines how the three factors affect the satisfaction and loyalty of customers and tests the moderating effect of the involvement of public interest. The findings are as follows: First, congruity of self-image, functional expectation and values of customers with the images of social enterprises, functional performance and social values of the social enterprise goods all affect the satisfaction and loyalty of customers positively. Second, involvement of public interest significantly plays the role of moderator. Third, most of the social enterprise customers are women and belong to the income category below average. They have high degree of involvement of public interest, which shows the characteristic of the customers of social enterprises.

The purpose of this research is to determine different donation intention by the benefits of smart donation contents and consumer knowledge. In this research, we identified the relationship between functional/psychological benefits of smart donation contents and donation intention, and also the moderator effect of consumer knowledge of donation participation and consumer knowledge of smart device utilization relatively. Study 1 was conducted to examine how donation intention is differentiated by types of benefits of smart donation contents and consumer knowledge of donation participation. We conducted 2(benefits of smart donation contents: functional/psychological benefit)X2(consumer knowledge of donation participation: high/low) between subjects design. As the result, firstly, psychological benefits of smart donation contents have been shown more effective in increasing donation intention. Second, we find interaction effect between the benefits types of smart donation contents and consumer knowledge of donation participation on donation intention. Particularly, consumer who has low knowledge of donation participation has higher donation intention with psychological (vs. functional) benefits of smart donation contents. Thirdly, consumer who has high knowledge of donation participation has no significant difference on donation intention between benefits type of smart donation contents. Study 2 was formed to identify how types of smart donation contents and consumer knowledge of smart device utilization differentiate donation intention. We conducted 2 (benefits of smart donation contents: functional/psychological benefit)X2(consumer knowledge of smart device utilization: high/ low) between subjects design. And as the result, firstly, there was no difference between donation intention affected by functional benefits and the one influenced by psychological benefits. Secondly, we did not find any difference of donation intention between the two types of benefits depending on consumer knowledge of smart device utilization (either high or low). Additionally functional benefits were found more effective when the consumer knowledge of smart device utilization is low, rather thann high. Conclusively this research has theoretical and managerial implications. Differently from previous researches, this paper regarded smart donation contents as the object of marketing; also applied and studied ‘benefit’, one of many important marketing concepts, focusing on consumenr who use smart donation contents. In terms if managerial implication, it suggests specific strategy of production, promotion, and advertising for smart donation contents by segmenting consumers based on their knowledge of donation participation and smart device utilization.

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