偶像对企业开展消费型公益事业的影响机制——基于“买一善一”的案例分析  

The Effects of Idols on Charity Consumption and Public Service:A Case Study of the‘One Cares One'

作　　者：王晶晶[1] 王颖[1] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《管理案例研究与评论》2015年第6期555-565,共11页Journal of Management Case Studies

基　　金：国家社会科学基金项目(12BGL022);安徽省质量工程项目(2013jyxm085);安徽财经大学研究生科研创新基金项目(CXJJ2014099);安徽财经大学重大教学研究项目(acjy201501zd)

摘　　要：伴随着近年来企业社会创业的蓬勃发展,公益也突破了传统的无偿捐赠模式,向消费型公益过渡。而偶像通过影响公众消费偏好和引导公众行为,在企业推广公益事业的实践中起到日趋重要的作用。然而,现有文献较少关注偶像对消费型公益的影响。本文通过"买一善一"的案例分析,发现偶像对公益宣传平台、消费者公益感知和消费者公益响应三个方面都有影响,并在此基础上勾勒出偶像对消费型公益影响作用的模型,以期为实践提供进一步的理论借鉴。Along with the vigorous development of the corporate social entrepreneurship in recent years, charity and public service has also gone through a transition from the mode of traditional charitable donation to charity consumption. Under such circumstances, idols are playing an in- creasingly important role in corporate charity by influencing consumer preference and guiding public behaviors. However, little existing researches have paid attention to the effects of idols on charity consumption. Based on the case study of the ＂One Cares One＂, this paper finds the effects of idols on the following 3 aspects： publicizing platform, consumers＇ perception of charity and public service, and consumers＇ response to charity and public service. Furthermore, this paper also builds a model to conclude the effects of idols to provide theoretical reference for future prac- tice.

关 键 词：偶像 宣传平台 公益感知 公益响应 案例研究 

分 类 号：F270[经济管理—企业管理]