基于对比效应与归因理论的企业慈善捐赠与消费者回应分析-analysis of corporate philanthropy donation and consumer response based on comparative effect and attribution theory.docxVIP

AbstractInrecentyears,CSR(CorporateSocialResponsibility)hasdrawnmoreandmore attentionfromtheacademicsathomeandabroad.However,afterreviewingthese literaturewefindthatthesestudieshavealmostfocusedonsituationsinthedaily consumption.TherearelittlestudiesaboutCSRinthenon-dailyconsumption,suchas natural disasterevents. Andmostresearchesarebasedonobservationofasingle corporateCSR behavior.Thereare littleresearchon corporatesocialresponsibilityunder aspecial background,such as largenaturaldisasters.Research whichtakethecorporatecharitable donationsofcompetitor into acount are evenless.AfterreviewingliteratureinCSRarea,thispaperdesignstheoreticalmodelofthe impactofCSRonconsumers’responses.Carryingontheempiricalanalysis,thestudy triestorevealtheimpactofcontrasteffectaftercorporatecharitabledonationson consumer’sevaluation,consumer’sattributionandconsumer’spurchaseintentaftera natural disaster eventsinorder to guide the practice ofenterprises andtheoreticalstudy.Inthisstudy,weconductaexperimentsandquestionnairesurveyinordertoobserve consumer’sevaluation,attributionandpurchaseintentswhenwehaveanothercompany’ donationsasabackground.Duringtheinvestigation,atotalof360questionnaireswere returnedof340copies,ofwhich327validquestionnaires,theeffectiverateof90.8%. This study use SPSS19.0 to analysis the data collected.Studieshaveshownthat:consumer’sevaluation,attributionandpurchaseintentare subjecttoacontrasteffectfromcomparativeenterprises’CSRbehavior.Consumer evaluation,attributionandpurchaseintenttoafirm’sgivingareexpectedtobemoreand morepositivewhenthecompetitorwhichhassimilarsizeandfinancialperformancebut donated significantly less and less. Obvious Contrast effect is observed when thecompetitorchangeitsdonationamount.Industryfactorsadjustconsumersevaluation, attributionandpurchaseintention,contrasteffectbetweencompanyswhicharefrom differentinstudryisweakerthancompanywhicharefromthesameinstudry.Consumer’ evaluationandpositiveattributionarepositivelycorrelatedwithconsumer’spurchase