消费者对企业捐赠行为的评价:企业声誉及捐赠类型的影响

Consumer Evaluation of Corporate Donations:Effects of Company Reputation and Type of Donation

文章基于中国消费者对企业捐赠行为及企业社会责任的认知,探索了消费者对三种不同声誉类型公司(声誉较好、声誉一般和声誉较差)和两种不同捐赠方式(无条件捐赠和事业关联营销)的认知和评价。研究发现中国消费者对无条件捐赠和事业关联捐赠的动机归因并不存在显著性差异;声誉较好的企业参与无条件捐赠不一定能提升其形象,但是参与事业关联捐赠则会对企业造成负面的影响;声誉较差的企业参与任何一类捐赠活动都可以有效地改善其负面形象,而且参与事业关联捐赠的效果更好。

Based on the consumer perception of corporate donation and corporate social responsibility under the Chinese culture,this research examines the effects of corporate reputation and type of donation on consumer perceived the motivation of donation;regard for the firm and buying intention.This research divides firms into three groups： positive,neutral and negative reputation,according to the reputation of the firm;two types of donation： unconditional donation and cause related marketing（CRM）.Results suggest that consumer perceived the motivation of two type of donation with no significant differences.Consumer perception of the positive reputation firms was little change after unconditional donation,but a positive reputation firm would suffer a loss of favor by pursuing CRM.However,the negative reputation firm would enhance its image significantly by engaging in donation,especially by pursuing CRM.