丑闻后企业慈善捐助对消费意愿的恢复研究

The Recovery Effect of Philanthropy on Consumption Intention in Brand Scandal Situation

品牌丑闻事件的发生会严重挫伤消费者的购买意愿。文献梳理中发现,丑闻事件发生的根源在于企业社会责任的缺失,那么丑闻后企业能否借助社会责任活动恢复消费者的购买意愿呢？本文以正常情景下企业应用最为频繁的社会责任行为方式——慈善捐助为研究对象,通过实验研究发现：丑闻事件发生后,企业实施慈善捐助对消费意愿的恢复有着显著的积极作用;在慈善捐助恢复消费意愿的作用中,品牌态度充当中介变量;消费者的产品质量感知正向调节企业慈善捐助对消费者品牌态度的影响,感知质量越高,消费者的品牌态度越好。

Brand scandal can seriously hurt consumers＇ purchase intention. Literature review indicated that the root-cause of brand scandals is the lack of corporate social responsibility. Then whether can the scandal enterprises use CSR activities to recover consumers＇ purchase intention？ Using philanthropy which is a more common and effective CSR activities enterprise adopted in non-scandal situation as a research object to experiment research. The results shows that：（1） Philanthropy can significantly improve the consumers＇ purchase intention in the situation of brand scandal;（2） Brand attitude mediates the relationship between Philanthropy and consumers＇ purchase intention;（3） Perceived product quality positively moderates the effect of Philanthropy on brand attitude, the higher perceived quality is the better the consumer＇s brand attitude.