中国消费者对于企业慈善活动认知和支持度的实证研究  

An Empirical Study on Awareness and Support of Chinese Consumers for Corporate Philanthropy

作　　者：欧平[1] 周祖城[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海管理科学》2010年第4期64-66,共3页Shanghai Management Science

摘　　要：本项实证研究发现消费者是积极支持企业参与慈善活动的,但是企业仅参与慈善活动不能得到消费者认同。研究表明,相对于男性来说,女性对于企业慈善活动的支持度更高,而且随着年龄的增长,消费者对于慈善的支持度有所下降。同时人们自身幸福度越高,对于慈善的支持度也就越高。The conclusion justified by this empirical study is that consumers support the corporate to participate in charity activities actively, but they do not recognize the companies which only get involved in charitable activities. The study shows that compared with male, female are more inclined to support charity activities of corporate. In addition, with the growth of their age, consumers tend to grant less support to charity. At the same time, as people＇s sense of well-being increases, they are more inclined to support charity.

关 键 词：企业社会责任 企业慈善活动 慈善活动支持度 幸福度 

分 类 号：F713.50[经济管理—市场营销]