慈善投入、媒体呈现与企业家声誉——基于闽商的探索性实证研究

Charitable Investment,Media Presentation and Entrepreneur's Reputation— An Exploratory Empirical Study on Fujian-Businessmen

企业家的慈善捐赠大多是由经济动机驱动的战略性慈善行为,文章为研究慈善行为对企业家个人发展的影响,以媒体呈现为中介变量,对慈善投入影响企业家声誉的影响程度及机理进行了研究。通过对78位闽商的慈善投入及246份声誉评价样本的数据分析,结果显示,慈善投入会对企业家声誉产生显著正向影响,而且对信任程度的影响要大于管理能力感知。进一步研究发现,媒体关注在捐赠投入与信任程度之间有完全中介作用,而在捐赠投入与管理能力感知之间起到部分中介作用。最后,基于研究结论,对如何促进企业家慈善行为的可持续发展提出了对策建议。

Charitable donations of entrepreneurs are mostly strategic charitable behavior and driven by economic motives. In order to study the impact of entrepreneur＇s charitable behavior on personal development, we studied how the charitable investment impacts entrepreneur＇s reputation and its mechanism, using media presentation as an intermediary variable. By analyzing the date of 78 Fujian-Businessman＇s charitable investment and 246 samples of reputation rating, we concluded that charitable investment will put a significant positive impact on entrepreneur＇s reputation, but the impact of trust level is greater than perceived management ability. A further study found that media presentation has played full mediating role between the charitable investment and trust level, however, played partial mediating role between the charitable investment and perceived management ability. Finally, based on the study findings, we put forward some suggestions on how to promote the sustainable development of entrepreneurial charitable behavior.