企业家微公益行为对其形象评价的作用机制研究

发布时间：2018-03-30 15:32

本文选题：企业家微公益　切入点：形象评价　出处：《中国软科学》2017年04期

【摘要】：本研究根据消费者在企业家发起的微公益活动中所起到的不同作用将微公益活动划分为"群策型捐款"和"群力型捐款"两种类型,并且探讨了这两种类型的企业家微公益行为影响消费者对其形象感知和评价的路径。结果表明:"群策型捐款"(vs."群力型捐款")能让消费者对企业家有较高(vs.较低)的亲和力评价,消费者对企业家社会距离的感知在"群策型捐款"对企业家亲和力评价的影响过程中起到中介作用;"群力型捐款"(vs."群策型捐款")能让消费者对企业家有较高(vs.较低)的能力评价,消费者对企业家高额捐款概率的感知在"群力型捐款"对企业家能力评价的影响过程中起到中介作用。
[Abstract]:According to the different roles that consumers play in the micro-public welfare activities initiated by entrepreneurs, the micro-public welfare activities are divided into two types: "group policy donation" and "group force donation".The results show that: "Group donation"Group donation ") allows consumers to have a higher level of entrepreneurs.The perception of the social distance of the entrepreneur plays an intermediary role in the influence of "group donation" on the entrepreneur's affinity evaluation; "group donation" plays an intermediary role in the evaluation of entrepreneur affinity; "group donation" plays an intermediary role in the process of evaluating the entrepreneur's affinity; "group donation" plays an intermediary role in the process of evaluating the entrepreneur's affinity.Group donation ") allows consumers to have a higher level of entrepreneurs.The perception of the high donation probability of the entrepreneur plays an intermediary role in the influence of the "group donation" on the entrepreneur ability evaluation.
【作者单位】：武汉大学经济与管理学院;
【基金】：国家自然科学基金(71572136)
【分类号】：D632.9;F272.91

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