作　　者： (蒋丽芹）; (史敏）;

机构地区： 江南大学商学院,江苏无锡214122

出　　处： 《消费经济》 2017年第4期52-58,共7页

摘　　要： 近年来随着自媒体的发展,企业捐赠行为引起了社会公众在社会道德和社会信任上的情绪感知。已有研究表明,企业捐赠行为与社会公众响应之间有一定的影响,但以往研究强调了认知要素对公众购买企业产品意愿的影响,而对于公众情感因素的影响研究并不多见。基于归因理论,通过对308份有效样本数据进行实证研究,发现:消费者对企业捐赠行为的利他归因与消费者响应显著正相关且消费者的情绪感知在企业捐赠动机归因和消费者响应中具有部分中介作用;捐赠额度、捐赠类型及捐赠事件的不同对消费者动机归因、情绪感知及响应的影响有显著性差异。 With the development of We-Media, which has caused social public emotion perception corporate donation behavior has drawn greater public attention of social morality and trust. Existing studies have shown that corporate donation behavior had effects on consumers＇ responses. Most previous studies only emphasizes the influence of cognitive elements on consumers＇ purchase intention while neglects the role of the emotional factors. Drawing on attribution theory, this paper has done empirical study of the hypothesis with the 308 valid data of random sample. The results reveals that consumers＇ attribution of altruism to corporate donation behavior is positively correlated with consumer responses, and consumers＇ emotional perception has some intermediary role in corporate donation motivation attribution and consumer responses. Moreover, the size of donation （large scale and small scale）, the type of donation （unconditional donation and cause-related marketing）and the type of cause （disaster cause and ongoing cause） have significantly different impacts on consumers＇ attribution, emotion perception and responses.

关 键 词： 慈善捐赠 动机归因 情绪感知 消费者响应