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随着消费者对企业道德越发关注,媒体慈善报道对企业声誉影响越来越大。本文主要研究企业相同预算、不同捐赠战略同消费者特质性聚焦导向对企业慈善行为评价的交互影响。本文数据来源于一个定性访谈和一个实验,采用t检验和spotlight等分析方法,最终证实企业捐赠不同捐赠战略同消费者特质聚焦导向之间的交互作用显著,综合对消费者评价和态度产生影响。消费者对于企业的高频低额和高额低频捐赠战略,前者感知为企业努力意愿更强,与促进聚焦导向匹配;后者感知为能力规模较强,与防御聚焦导向匹配。因此,“理想型”导向消费者偏好企业高频率捐赠,对其评价更高,产品的购买意愿更强;“责任型”消费者相对偏好企业的高金额捐赠,对其产品的购买意愿更强。
As consumers become increasingly concerned about corporate ethics, media philanthropy reports have an increasing impact on corporate reputation. This paper mainly studies the interaction between the same budget of enterprises, different donation strategies and consumer focus orientation on the evaluation of corporate philanthropy. The data from a qualitative interview and an experiment, using t test and spotlight and other analytical methods, and ultimately confirmed that different corporate donations donation strategy and consumer characteristics of focus-oriented interaction between the significant, comprehensive impact on consumer evaluation and attitude. Consumers’ strategies for high-frequency, low-end and high-end low-frequency donations of enterprises are as follows: the former perceives that they are more willing to work for the enterprise and match the promotion of focus orientation; the latter is perceived to be capable and capable of matching defensive focus orientation. Therefore, “ideal type ” oriented consumers prefer high-frequency corporate donations, its higher rating, the product more willing to buy; “Responsible ” consumers prefer the high amount of corporate donations of their products Willingness to buy stronger.