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《企业慈善捐赠行为对消费者购买意愿影响的实证研究——基于消费者企业认同的视角.pdf》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、的消费者，对企业慈善捐赠认知、企业认同及其购买意愿均有显著差异，而部分年龄段的消费者则无显著差异；不同受教育水平的消费者对企业慈善捐赠行为认知、企业认同和购买意愿均有显著差异。基于实证研宄的结果，本研宄为企业慈善捐赠行为的开展和消费者企业认同的提升提出以下几点建议：①兼顾不同的慈善捐赠行为，提高消费者购买意愿②促使消费者参与企业慈善捐赠提高消费者企业认同③注重慈善捐赠行为的持续性，加深消费者印象；④合理规划企业慈善捐赠行为，提高消费者好感度。由于本人研宄能力有限，加上客观条件限制，本研宄还存在不足之处，在文章结尾处，指出本研宄的不足，提出研宄展望。关键词：企业慈善捐赠行为；消费者企
2、业认同；消费者购买意愿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
