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文章探讨企业捐赠行为中捐赠类型(无条件捐赠/慈善捐赠)、捐赠事件(灾难性事件/持续性事件)和企业声誉水平(声誉较好/声誉一般)对消费者响应的影响。研究结果表明:第一,与采用慈善捐赠的方式相比,企业采用无条件捐赠的方式,消费者响应更为积极,即消费者对企业的态度更为积极、消费者对企业的利他动机更加认可、消费者的购买意愿更高。第二,与向持续性事件进行捐赠相比,企业向灾难性事件进行捐赠时,消费者响应更为积极。第三,企业对持续性事件进行捐赠时,采用无条件捐赠或慈善捐赠的方式,消费者的响应不存在显著差异。而企业对灾难性事件进行捐赠时,相对慈善捐赠,企业采用无条件捐赠方式时,消费者响应更为积极。第四,与声誉一般的企业相比,声誉较好的企业进行捐赠时,消费者响应更为积极。第五,对于声誉二般的企业,采用无条件捐赠或慈善捐赠的方式,消费者响应不存在显著差异;而对于声誉较好的企业,相对慈善捐赠,企业采用无条件捐赠方式时,消费者响应更为积极。
The paper explores the impact of donations (unconditional donations / charitable donations), donation events (catastrophic events / continuing events), and corporate reputation levels (better reputation / reputation) on consumer responses to corporate donations. The results show that: first, compared with the way of using charitable donations, the way of unconditional donations of enterprises, consumers respond more positively, that is, consumers are more positive attitudes towards the business, consumers are more recognized for their altruistic motives , Consumers are more willing to buy. Second, consumers respond more positively when companies donate to catastrophic events than donations to persistent events. Third, when enterprises donate for the persistent events, there is no significant difference in consumer’s response when using unconditional donations or charitable donations. When companies donate catastrophic events, relative to charitable donations, companies use unconditional donations, the consumer response is more positive. Fourth, consumer response is more positive when reputable companies make donations than reputable ones. Fifthly, for the reputable enterprises, there is no significant difference in consumer response when using unconditional donations or charitable donations; while for reputable enterprises, relative charitable donations, when enterprises use unconditional donations, consumers respond more Be positive.