企业慈善行为方式对消费者响应的影响  

作　　者：田敏[1,2] 李纯青[1] 陈艺妮[1] 

机构地区：[1]西安工业大学经济管理学院 [2]美国密苏里科技大学管理与信息技术系

出　　处：《企业经济》2016年第7期41-48,共8页Enterprise Economy

基　　金：国家自然科学青年基金项目"奢侈品牌的企业社会责任(CSR)行为对消费者产生逆火效应的机理研究"(项目编号:71502133);陕西省科技厅自然基金青年人才项目"积分联盟策略对参与企业收益的影响研究"(项目编号:2013JQ9006);陕西省社会科学基金项目"企业慈善行为对消费者感知的影响研究"(项目编号:2015R018)

摘　　要：近年来,越来越多的企业意识到回馈社会、履行企业社会责任是现代企业可持续发展的关键所在,中国企业开始加入到慈善捐赠的队伍中,慈善活动及捐赠数额逐年增加。本文采用实验研究方法,分析企业慈善行为方式对消费者响应的影响。研究结果表明:企业慈善行为正向显著影响消费者对企业的态度,善因营销方式对消费者的购买意愿的正向影响非常显著。建议企业可将慈善行为作为企业社会责任的主要方式,采取善因营销可以促进消费者的购买。研究结论对帮助企业履行企业社会责任具有指导意义和应用价值。In recent years, more and more companies have realized that corporate social responsibility has been a key factor to corporate sustainable development. Many corporations began to make charitable donations to pay back the society, and the charity activities and donations have risen significantly. In this study, the impacts of charity activities on consumer responses are analyzed by using experimental research method. The results show that charity positively affects the consumer＇s attitude towards corporation significantly, and cause-related marketing positively affects the consumer＇s purchase intention significantly. It make：s the management suggestions：charity can be the main activity of CSR, and the cause-related marketing can improve the marketing performance. This finding mentioned above provides us the potential guiding significance and practical value to help companies realize the win-win between society and corporation when they practice the corporate social responsibility.

关 键 词：慈善 捐赠 善因营销 企业社会责任 

分 类 号：F224[经济管理—国民经济]