营销科学学报 ›› 2013, Vol. 9 ›› Issue (1): 118-132.

• 论文 • 上一篇    下一篇

消费者对慈善和商业赞助的态度如何?——基于双重态度理论的研究

翁智刚,刘丹萍,王萍,唐元懋   

  1. 翁智刚,西南财经大学工商管理学院,副教授,博士。E-mail:wzg6666@swufe.edu.cn。
    刘丹萍,西南财经大学工商管理学院,硕士研究生。E-mail:liudanping0603@163.com。
    王萍,交通银行河南省分行,硕士。E-mail:344297622@qq.com。
    唐元懋,西南财经大学工商管理学院,硕士研究生。E-mail:812655706@qq.com。
  • 出版日期:2013-03-01 发布日期:2013-05-17

How Consumer Attitudes of Charity and Sponsorship?—Based on the Dual-Attitude Theory

Weng Zhigang,  Liu Danping,  Wang Ping,  Tang Yuanmao   

  1. Weng Zhigang, Southwestern University of Finance and Economics;
    Liu Danping, Southwestern University of Finance and Economics;
    Wang Ping, Bank of Communications HeNan branch; 
    Tang Yuanmao, Southwestern University of Finance and Economics.
  • Online:2013-03-01 Published:2013-05-17

摘要:

本研究基于双重态度理论、归因理论与期望理论对慈善和商业赞助两种企业社会责任行为对消费者态度的动态效应进行比较研究,实验一通过2*2正交实验设计证实了这两种企业社会责任行为均导致正面的内隐态度与外显态度,二者同时存在,其中内隐态度高于外显态度,慈善的双重态度高于商业赞助。实验二通过2*2*2正交实验进行动态比较研究发现,内隐态度更能够抵御负面信息的冲击,慈善由于期望反差,即时效应快速反应,长期看,慈善恢复更为显著,内隐态度更能够预测企业责任行为的长期效应。

关键词: 企业社会责任, 慈善, 商业赞助, 双重态度

Abstract:

 Based on the theory of Dual-attitude, Expectation and Attribution, this paper studied the different dynamic effects of charity and sponsorship on consumer’s attitude, both of which belong to corporate responsibility behavior. We verified that the positive implicit attitude and explicit attitude which aroused from corporation responsibility behaviors coexisted, the former was higher than the latter, and “charity” was higher than “sponsorship” by a 2*2 experiment. It also proved that implicit attitude was more resistant to negative information than explicit attitude and the negative instant effect of charity was reported faster by a 2*2*2 experiment. However, the evaluation on charity recovered better by long-see, proposing that the implicit attitude was a better predictor of long-term effect of corporate responsibility behavior.

Key words: Corporate Social Responsibility, Charity, Sponsorship, Dual Attitudes