慈善捐助契合度对消费意愿的修复效应——基于品牌丑闻情境的分析

Study on Repair Effects of Charity Donation's Fitness on Consumption Intention——Analysis Based on Brand Scandal

在品牌顺利经营情境下,有关慈善捐助契合度对品牌消费意愿具有积极作用的研究非常丰富,但是在品牌丑闻情境下,契合度不同的企业慈善捐助行为对消费意愿是否仍有正向作用呢?目前研究鲜有涉及。本文通过实验法,探究了品牌丑闻发生后慈善捐助契合度对消费意愿的修复效应,结果表明:较之低契合度的慈善捐助,高契合度的慈善捐助导致更高的品牌信任重建和更高的消费意愿恢复;在慈善捐助契合度对消费意愿修复效应中,品牌信任重建起部分中介作用,丑闻后的感知责任起部分调节作用。

The research is mature and fruitful on the positive effects of the fitness of charity donation on brand consump -tion in normal situations , but there is little work on whether charity donation of different fitness levels still has a positive effect on consumption intention in situations of brand scandal .Through an experimental method , this study explores the repair effects of different levels （higher vs.lower） of charity donation fitness on consumption intention in a brand scandal .Results show that in contrast with lower level fitness , higher level fitness of charity donation can lead to better reconstruction of brand trust and better repair of consumption intention;meanwhile , reconstruction of brand trust has a partial mediating renewal effect and perception of enterprise＆#39;responsibility has a partial moderating renewal effect .