企业慈善捐赠对消费者品牌态度的影响——匹配性与亲和力的调节效应研究

›› 2015, Vol. 27 ›› Issue (12): 110-119.

企业慈善捐赠对消费者品牌态度的影响——匹配性与亲和力的调节效应研究

袁海霞¹, 田虹²

1. 安徽大学商学院, 合肥 230601;
2. 吉林大学商学院, 长春 130012

收稿日期:2013-09-13 出版日期:2015-12-30 发布日期:2015-12-25
作者简介:袁海霞,安徽大学商学院讲师,博士;田虹,吉林大学商学院教授,博士生导师,博士。
基金资助:
安徽大学博士科研启动经费项目(J10113190094)。

Influence of Corporate Charitable Donations on Consumer Brand Attitude:Moderating Effect of Fit and Affinity

Yuan Haixia¹, Tian Hong²

1. Business School of Anhui University, Hefei 230601;
2. Business School of Jilin University, Changchun 130012

Received:2013-09-13 Online:2015-12-30 Published:2015-12-25

摘要/Abstract

摘要：

企业慈善捐赠问题一直是企业社会责任领域研究的热点,但对无条件的慈善捐赠来说,企业应依托于怎样的实现方式和手段来取得最佳的收益一直是困扰企业的难题。围绕这一问题,本文运用启发-系统模型和归因理论,对企业社会责任匹配性与社会事业亲和力的调节作用进行了研究,并构建了一个被中介的调节模型,建立了企业慈善捐赠对消费者品牌态度的影响机制,诠释了慈善捐赠数量和捐赠形式与企业社会责任匹配性和社会事业亲和力的交互作用通过利他性归因对消费者品牌态度产生间接影响的机制。结果表明:捐赠数量和功能匹配的交互作用既对消费者品牌态度有显著的直接影响,也可以通过利他性归因间接影响消费者品牌态度,捐赠数量与形象匹配、捐赠形式与功能匹配仅可通过利他性归因间接影响消费者品牌态度。最后本文为企业慈善捐赠对象的选择与实施提出了具有指导意义的建议。

关键词: 企业慈善捐赠, 社会事业亲和力, 企业社会责任匹配性, 消费者品牌态度

Abstract:

Corporate charitable donation issue has been a research focus in the field of corporate social responsibility. But for the unconditional charitable donation issue, how to implement and realize the donationis becoming a problem for companies. In order to solve this problem, this paper, based on the theories of attribution and heuristic-systematic model, researches the moderating effect of corporate social responsibility fit and social cause affinity. Using a mediated moderation model, the paper constructs the mechanism of charitable donation and consumer brand attitude, explains the indirect effect of donation amount and donation form on consumer brand attitude. The main conclusions are as follows:donation amount and functional fit not only has a direct effect on consumer brand attitude, but also has an indirect influence through the mediation of altruistic attribution. Donation amount and image fit can only indirectly affect consumer brand attitude, so does the donation form and functional fit. In the end, the paper provides some important references for corporate charitable donations.

Key words: corporate charitable donations, social cause affinity, corporate social responsibility fit, consumer brand attitude

袁海霞, 田虹. 企业慈善捐赠对消费者品牌态度的影响——匹配性与亲和力的调节效应研究[J]. , 2015, 27(12): 110-119.

Yuan Haixia, Tian Hong. Influence of Corporate Charitable Donations on Consumer Brand Attitude:Moderating Effect of Fit and Affinity[J]. , 2015, 27(12): 110-119.

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