企业慈善捐赠对消费者品牌态度的影响——匹配性与亲和力的调节效应研究

发布时间：2018-04-26 18:27

本文选题：企业慈善捐赠 + 社会事业亲和力　；参考：《管理评论》2015年12期

【摘要】：企业慈善捐赠问题一直是企业社会责任领域研究的热点,但对无条件的慈善捐赠来说,企业应依托于怎样的实现方式和手段来取得最佳的收益一直是困扰企业的难题。围绕这一问题,本文运用启发-系统模型和归因理论,对企业社会责任匹配性与社会事业亲和力的调节作用进行了研究,并构建了一个被中介的调节模型,建立了企业慈善捐赠对消费者品牌态度的影响机制,诠释了慈善捐赠数量和捐赠形式与企业社会责任匹配性和社会事业亲和力的交互作用通过利他性归因对消费者品牌态度产生间接影响的机制。结果表明:捐赠数量和功能匹配的交互作用既对消费者品牌态度有显著的直接影响,也可以通过利他性归因间接影响消费者品牌态度,捐赠数量与形象匹配、捐赠形式与功能匹配仅可通过利他性归因间接影响消费者品牌态度。最后本文为企业慈善捐赠对象的选择与实施提出了具有指导意义的建议。
[Abstract]:Corporate charitable donation has always been a hot topic in the field of corporate social responsibility, but for unconditional charitable donation, the enterprise should rely on how to achieve the best income has been a difficult problem. Around this problem, this paper uses heuristic system model and attribution theory to study the role of corporate social responsibility matching and social enterprise affinity, and constructs a mediated adjustment model. Has established the enterprise charitable donation to the consumer brand attitude influence mechanism, It explains the interaction between the amount of charitable donation and the matching of corporate social responsibility and the affinity of social undertakings through altruistic attribution which has an indirect effect on consumer brand attitude. The results show that the interaction between donation quantity and function matching has a significant direct effect on consumer brand attitude, but also indirectly affects consumer brand attitude through altruistic attribution. The matching of donation form and function can only indirectly influence consumer brand attitude through altruistic attribution. Finally, this paper gives some suggestions for the selection and implementation of corporate charitable donation objects.
【作者单位】：安徽大学商学院;吉林大学商学院;
【基金】：安徽大学博士科研启动经费项目(J10113190094)
【分类号】：D632.9;F713.55

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