摘要
企业反哺社会进行慈善捐赠是企业履行社会责任的重要方式,有助于企业提高社会公众形象和消费者评价,进而带动产品销售。但现实中也不乏企业慈善捐赠不被公众认可、慈善营销目的未能达成的情况。基于罗伯特公平理论,构建包括企业慈善捐赠、公司评价、慈善捐赠数量与企业能力匹配度和消费者购买意愿的研究指标体系。采用情景实验方法对指标进行检验,发现企业慈善捐赠与消费者购买意愿呈正相关,消费者对企业慈善捐赠的评价会影响其购买意愿,企业慈善捐赠数量与其能力匹配度会导致消费者改变对企业的评价,并对其购买意愿产生影响。
Corporate charity donation is an important form of corporate social responsibility,and it is also a way to improve social public image,consumer evaluation and product sales.In reality,there are also cases where corporate charitable donations are not accepted by the public and the purpose of charity marketing is not achieved.Based on Robert′s equity theory,the research uses the scenario experiment method to test the enterprise charitable donations(behavior),company evaluation,matching degree of the amount of charitable donations and the ability of the enterprise,and consumers′willingness to purchase index system.The results show that corporate charitable donations are positively correlated with consumers′purchase willingness.Consumers′evaluation of corporate charitable donations(behavior)affects their willingness to purchase.The matching degree of corporate charitable donations and corporate capabilities will not only make changes in consumer evaluations of enterprises,but also have an impact on consumers′purchase intention.
作者
史艳萍
Shi Yan-ping(School of Management,Guizhou University of Commerce,Guiyang,Guizhou 550014)
出处
《贵州商学院学报》
2020年第2期30-39,共10页
Journal of Guizhou University Of Commerce
基金
贵州省理论创新联合课题“基于公平理论视角的企业慈善捐赠行为与消费者购买意向关系的实证研究”(GZLCLH-2019-085)。
关键词
企业慈善捐赠
消费者购买意愿
企业评价
公平理论
Corporate Charitable Donation
Consumer Purchase Intention
Corporate Evaluation
Equity Theory
