论文部分内容阅读
近年来随着自媒体的发展,企业捐赠行为引起了社会公众在社会道德和社会信任上的情绪感知。已有研究表明,企业捐赠行为与社会公众响应之间有一定的影响,但以往研究强调了认知要素对公众购买企业产品意愿的影响,而对于公众情感因素的影响研究并不多见。基于归因理论,通过对308份有效样本数据进行实证研究,发现:消费者对企业捐赠行为的利他归因与消费者响应显著正相关且消费者的情绪感知在企业捐赠动机归因和消费者响应中具有部分中介作用;捐赠额度、捐赠类型及捐赠事件的不同对消费者动机归因、情绪感知及响应的影响有显著性差异。
In recent years, with the development of media, corporate donations have aroused the public’s emotional perception of social morality and social trust. Studies have shown that corporate donation behavior and social public response have some influence, but previous studies have emphasized the impact of cognitive factors on the public willingness to buy products, and research on the impact of public emotional factors is rare. Based on the attribution theory, this paper empirically studies 308 valid sample data and finds that there is a significant positive correlation between consumer’s altruistic attribution of corporate donations and consumer’s response and that the perception of consumers ’emotions is attributed to the attribution of corporate motivation and consumers’ There was a partial mediation effect in the response. The difference of donation amount, donation type and donation event had significant effect on attribution, emotion perception and response of consumers.