基于情绪感知的企业捐赠与消费者响应的关系

发布时间：2018-03-01 00:00

本文关键词： 慈善捐赠动机归因情绪感知消费者响应　出处：《消费经济》2017年04期 　论文类型：期刊论文

【摘要】：近年来随着自媒体的发展,企业捐赠行为引起了社会公众在社会道德和社会信任上的情绪感知。已有研究表明,企业捐赠行为与社会公众响应之间有一定的影响,但以往研究强调了认知要素对公众购买企业产品意愿的影响,而对于公众情感因素的影响研究并不多见。基于归因理论,通过对308份有效样本数据进行实证研究,发现:消费者对企业捐赠行为的利他归因与消费者响应显著正相关且消费者的情绪感知在企业捐赠动机归因和消费者响应中具有部分中介作用;捐赠额度、捐赠类型及捐赠事件的不同对消费者动机归因、情绪感知及响应的影响有显著性差异。
[Abstract]:In recent years, with the development of self-media, corporate donation behavior has aroused the social public's emotional perception on social morality and social trust. Some studies have shown that there is a certain influence between corporate donation behavior and social public response. However, previous studies have emphasized the impact of cognitive factors on the willingness of the public to purchase products, but few studies have been conducted on the influence of public emotional factors. Based on attribution theory, 308 valid sample data are empirically studied. It is found that altruistic attribution to corporate donation behavior is positively related to consumer response and consumer emotional perception plays a part of intermediary role in corporate donation motivation attribution and consumer response. There were significant differences in the effects of donation types and donation events on consumer motivation attribution, emotional perception and response.
【作者单位】：江南大学商学院;
【基金】：中央高校基本科研业务费专项资金资助项目(2017JDZD14)
【分类号】：C913.7;F713.55

【相似文献】