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《企業(yè)慈善捐贈行為對消費(fèi)者購買意愿影響的實證研究——基于消費(fèi)者企業(yè)認(rèn)同的視角.pdf》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、的消費(fèi)者，對企業(yè)慈善捐贈認(rèn)知、企業(yè)認(rèn)同及其購買意愿均有顯著差異，而部分年齡段的消費(fèi)者則無顯著差異；不同受教育水平的消費(fèi)者對企業(yè)慈善捐贈行為認(rèn)知、企業(yè)認(rèn)同和購買意愿均有顯著差異?；趯嵶C研宄的結(jié)果，本研宄為企業(yè)慈善捐贈行為的開展和消費(fèi)者企業(yè)認(rèn)同的提升提出以下幾點建議：①兼顧不同的慈善捐贈行為，提高消費(fèi)者購買意愿②促使消費(fèi)者參與企業(yè)慈善捐贈提高消費(fèi)者企業(yè)認(rèn)同③注重慈善捐贈行為的持續(xù)性，加深消費(fèi)者印象；④合理規(guī)劃企業(yè)慈善捐贈行為，提高消費(fèi)者好感度。由于本人研宄能力有限，加上客觀條件限制，本研宄還存在不足之處，在文章結(jié)尾處，指出本研宄的不足，提出研宄展望。關(guān)鍵詞：企業(yè)慈善捐贈行為；消費(fèi)者企
2、業(yè)認(rèn)同；消費(fèi)者購買意愿EMPIRICALSTUDYOFCHARITABLEDONATIONSIMPACTONCONSUMERS,PURCHASEINTENTION—didnotachievethedesiredeffect,therebyreducingtheefficiencyofcorporate'scharitabledonations,so,companiesneedtomaketheappropriateadjustmentstotheircharitabledonation,togetpsychologicalidentityofconsumersthroughchar
3、itabledonation,therebyincreasingtheirpurchaseintention.Therefore,thestudyontherelationshipofcorporate'scharitabledonations,corporateidentityandconsumers'purchaseintentionhasgreatpracticalandtheoreticalsignificanceforenterprisesimprovingtheeficiencyofcharitabledonations-Thispaperdrawsonprevious
4、researchmodel,introducingavariableofcorporateidentitytoexplorewhethertheconsumers'purchaseintentionwillbeaffectedbycorporate'scharitabledonationsanddifferentlevelsofcharitabledonationsimpactonthelevelofthepurchaseintention,whileresearchtheroleofcorporateidentitybetweentherelationship,inorderto
5、helpcompaniesfindtheissuestobeaddressedurgentlyincorporate'scharitabledonation,andtoputforwardappropriatesolutions.Thefocusofthispaperistoclarifytherelationshipofcharitabledonations,corporateidentityandconsumers'purchaseintention,andunderstandtheinfluencemechanismamongthethree.Inthispaper,Onth
6、ebasisofcombingtheexistingresearch,selecteducationdonations,povertydonations,environmentalprotectiondonationanddisasterreliefdonationsasfourdimensionsofcharitabledonationbehavior.Modeliscomposedoffourpartsiindependentvariablev(corporate'scharitabledonations),mediatingvariables(corporateidentit
7、y),dependentvariable(purchaseintention)aswellascontrolvariables(consumers'gender,age,educationlevel)offourparts.Inthisstudy,throughapre-testofsmallsample,todetectreliabilityandvalidityofitemsofthequestionnaire,eventuallyformingaformalqu
