企业声誉、慈善捐赠与消费者反应

以实验问卷法,探讨在慈善捐赠额度一定的情况下,企业的社会责任声誉是否影响消费者对捐赠企业的反应(包括对捐赠企业的评价、动机归因与购买意向),以及消费者对企业捐赠动机的归因是否影响他们对企业的评价与购买意向.研究表明:企业声誉显著影响消费者对捐赠企业的反应,声誉好的企业所获得的评价、动机归因与购买意向都显著地比声誉差的企业更好.而消费者对企业捐赠动机的积极归因显著提升他们对企业的评价以及增强他们的购买意愿.该研究暗示企业应该通过持续的社会责任行动来提升其声誉.

The Relationship between Enterprise Reputation, Philanthropic Giving and Consumer Responses

Under the given amount of philanthropic donation,this paper discusses the effect of the enterprise’s social responsibility on the consumer’s response to enterprises’ donation and the relationship between what the customer thinks of the motivation of the enterprise with donation and the customer’s opinion about the enterprise as well as the customer’s purchase.The study shows that the enterprise’s reputation has obvious effect on the consumer’s response to the enterprise: the enterprise with good reputation obtains much better results than the enterprise with bad reputation in terms of evaluation,motivation attribution and purchase intention from customers.On the other hand,the positive comment by the customer on the donation motivation can dramatically promote the customer’s evaluation on the enterprise and their purchase intent.As a result,this study suggests that enterprises should constantly take social responsibility so as to promote their reputation.