企业捐赠行为中消费者响应的研究——捐赠类型、捐赠事件和企业声誉水平的影响

营销科学学报 ›› 2013, Vol. 9 ›› Issue (3): 80-95.

企业捐赠行为中消费者响应的研究——捐赠类型、捐赠事件和企业声誉水平的影响

朱翊敏

朱翊敏，中山大学管理学院市场营销系副教授，经济学博士，Email: mnszym@mail.sysu.edu.cn。

出版日期:2013-09-01 发布日期:2013-12-24
基金资助:
本研究得到国家自然科学基金项目“顾客融入与共创价值关系及其前因变量和结果变量的实证研究”（71202089）、广东省自然科学基金项目“基于共创价值理论的顾客融入行为研究”（S2013010012249）和中央高校基本科研业务费专项资金“基于共创价值理论的顾客融入行为研究”（12wkpy49）的资助，特此致谢。非常感谢两位匿名评审专家提出宝贵的修改意见。

A Research on the Consumers’ Responses to the Company Donation Behavior： The Influences of Type of Donation, Type of Cause and Company Reputation Level

Zhu Yimin

School of Business, Sun Yat-sen University

Online:2013-09-01 Published:2013-12-24

摘要/Abstract

摘要：

本文探讨了企业捐赠行为中捐赠类型（无条件捐赠/慈善捐赠）、捐赠事件（灾难性事件/持续性事件）和企业声誉水平（声誉较好/声誉一般）对消费者响应的影响。研究结果表明：第一，与采用慈善捐赠的方式相比，企业采用无条件捐赠的方式，消费者响应更为积极，即消费者对企业的态度更为积极、消费者对企业的利他动机更加认可、消费者的购买意愿更高。第二，与向持续性事件进行捐赠相比，企业向灾难性事件进行捐赠时，消费者响应更为积极。第三，企业对持续性事件进行捐赠时，采用无条件捐赠或慈善捐赠的方式，消费者的响应不存在显著差异。而企业对灾难性事件进行捐赠时，相对慈善捐赠，企业采用无条件捐赠方式时，消费者响应更为积极。第四，与声誉一般的企业相比，声誉较好的企业进行捐赠时，消费者响应更为积极。第五，对于声誉一般的企业，采用无条件捐赠或慈善捐赠的方式，消费者响应不存在显著差异。而对于声誉较好的企业，相对慈善捐赠，企业采用无条件捐赠方式时，消费者响应更为积极。

关键词: 捐赠类型, 捐赠事件, 企业声誉水平

Abstract:

The research explored the influences of type of donation (unconditional donation and cause-related marketing) type of cause (disaster cause and ongoing cause) and company reputation (average firm and scrupulous firm) on consumer’s responses. The results indicated that: firstly, consumers’ responses toward a company will be more positive when the company engages in unconditional donation than when it uses CRM; secondly, consumers’ responses toward a company will be more positive when the company supports a disaster rather than an ongoing cause; thirdly, consumers’ responses toward a company will be more positive when the company makes unconditional donation rather than CRM donation to a national disaster; there will be no difference in consumers’ responses toward a company between the company’s unconditional donation and its CRM donation to an ongoing cause; fourthly, consumers’ responses toward a company will be more positive when the company is a scrupulous one than when it is an average one; lastly, consumers’ responses toward a company will be more positive when the company engages in unconditional donation rather than when it uses CRM for a scrupulous company; there will be no difference in consumers’ responses toward a company between the company’s unconditional donation and its CRM donation for an average company.

Key words: Type of donation, Type of cause, Company reputation level

朱翊敏. 企业捐赠行为中消费者响应的研究——捐赠类型、捐赠事件和企业声誉水平的影响[J]. 营销科学学报, 2013, 9(3): 80-95.

Zhu Yimin. A Research on the Consumers’ Responses to the Company Donation Behavior： The Influences of Type of Donation, Type of Cause and Company Reputation Level[J]. Journal of Marketing Science, 2013, 9(3): 80-95.