企业慈善行为(捐款和捐时)对消费者行为意向的影响研究  

Effect of Corporate Charity Activities on Consumers' Behavior Intention

作　　者：张广玲[1] 黄慧化[1] 郭志贤[1] 

机构地区：[1]武汉大学经济与管理学院

出　　处：《武汉大学学报（哲学社会科学版）》2008年第6期868-872,共5页Wuhan University Journal：Philosophy & Social Science

摘　　要：文献回顾表明,企业慈善行为与消费者购买意愿的研究相对匮乏,尤其本土的实证研究形成了一个空白点。本研究致力于探索二者之间的关系,挖掘企业慈善活动对消费者购买意愿的作用机制。研究表明:慈善活动提升消费者感知的企业形象,而与产品质量不相关;捐时比捐款的效果更为明显;消费者道德认同在其间起调节作用。Literature review indicates that research on corporate charity activities on consumers＇ buying desire is relatively short, especially that there is a gap about local measurable studies. This article is dedicated to explore relationship between them, and attempt to dig functions of corporate charity activities on consumers＇ buying desire. And we conclude that charity activities promote consumers＇ perceived corporate image but not product quality; and giving time gets better effect than giving money; and consumers＇ moral identity adjusts their influences.

关 键 词：慈善 捐款 捐时 道德认同 

分 类 号：F713.50[经济管理—市场营销]