企业家慈善行为对消费者购买意愿影响的研究

doi:10.16382/j.cnki.1000-5579.2021.03.012

摘要/Abstract

摘要：

基于刺激—机体—反应理论和名人认同理论，创新性地构建企业家认同的概念，探讨企业家慈善行为对消费者购买意愿的影响机制，并对272份问卷数据进行分析，其结果表明：企业家捐钱、捐时间显著影响消费者对企业家的认知认同，但企业家捐钱在情感认同方面无显著影响；相较于捐钱，捐时间对于消费者对企业家的认知认同与情感认同影响更大；认知认同与情感认同均显著影响消费者购买意愿；认知认同分别在捐钱、捐时间与购买意愿中起中介作用；情感认同在捐时间与购买意愿中起中介作用，而在捐钱与购买意愿中不起中介作用。上述研究结论揭示出企业家慈善行为对消费者购买意愿的作用路径，对企业家认同和企业家慈善行为提供了理论参考和管理启示。

关键词: 企业家慈善行为, 企业家认同, 认知认同, 情感认同, 购买意愿

Abstract:

This paper innovatively creates the concept of entrepreneur’s identification based on the theory of stimulation- organism- reaction and the theory of celebrity identity. Data from 272 questionnaires were used to analyze how entrepreneur’s charitable donations influence on consumers’ purchase intention. The results show that entrepreneurs’ donation of money has significant effect on cognitive identification but little effect on affective identification. Donation of time has significant influence on both cognitive and affective identification. Compared with donation of money, donation of time has a greater influence on cognitive and affective identification. Both cognitive identification and affective identification have significant effect on consumers’ purchase intention. Cognitive identification plays a mediating role between entrepreneurs’ charitable donation and purchase intention. Affective identification plays a mediating role between donation of time and purchase intention, but there is no mediating effect between donation of money and purchase intention. This study is to reveal the effect path of charitable donation behavior on consumers’ purchase intention, and provide theoretical reference and management enlightenment for entrepreneur identification and entrepreneurs’ charitable donation.

Key words: entrepreneurs’ charitable donation, entrepreneurs’ identification, cognitive identification, affective identification, purchase intention

王振源, 龙偲偲, 陈阳, 余明阳. 企业家慈善行为对消费者购买意愿影响的研究[J]. 华东师范大学学报(哲学社会科学版), 2021, 53(3): 146-157.

Zhen-yuan WANG, Si-si LONG, Yang CHEN, Ming-yang YU. The Influence of Entrepreneurs’ Charitable Donation on Consumers’ Purchase Intention and Its Mechanism[J]. Journal of East China Normal University (Philosophy and Social Sciences), 2021, 53(3): 146-157.

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题　　项	因子载荷
题　　项	认知认同	情感认同
他是我致力学习的榜样	0.722
我十分欣赏他的人格和人品	0.698
我对他的行为模式十分认可	0.641
我为成为像他这样的人感到自豪	0.583
别人把我和他视为同类人，我会感到欣喜	0.570
我希望和他有私下互动、交流的机会		0.814
我希望在媒体上看到有关他的消息与报道		0.690
我十分愿意关注他的微博与公众号		0.606
和他这样的人交往和相处会是一件开心的事		0.568
如果媒体或舆论出现关于他的负面消息，我会觉得难以接受		0.535
特征值	3.913	1.041
因子方差贡献（%）	39.127	10.410
累计方差贡献（%）	39.127	49.537

模型	χ²	df	χ²/df	CFI	TLI	RMSEA	SRMR	Δχ²
五因子模型	292.015	242	1.207	0.945	0.937	0.039	0.061	—
四因子模型	341.253	246	1.387	0.895	0.883	0.053	0.069	49.238^***
三因子模型	347.437	249	1.395	0.892	0.880	0.054	0.070	55.422^***
二因子模型	476.491	251	1.898	0.752	0.728	0.081	0.085	184.476^***
单因子模型	504.599	252	2.002	0.723	0.696	0.086	0.088	212.584^***

变量	均值	标准差	1	2	3	4	5	6	7	8	9	10
1. 性别	0.43	0.495	1
2. 年龄	30.10	7.229	0.217^**	1
3. 教育程度	2.93	0.489	?0.081	?0.066	1
4. 婚姻状况	0.35	0.478	?0.024	?0.603^**	?0.059	1
5. 收入	1.96	0.954	0.052	0.310^**	0.279^**	?0.431^**	1
6. 捐钱	5.724	0.880	0.065	0.121^*	0.082	?0.139^*	0.118	1
7. 捐时间	5.297	1.057	0.050	0.081	0.095	?0.062	0.095	0.651^**	1
8. 认知认同	5.554	0.771	0.017	0.196^**	0.111	?0.134^*	0.077	0.450^**	0.483^**	1
9. 情感认同	5.102	0.884	0.058	0.209^**	0.166^**	?0.191^**	0.127*	0.271^**	0.318^**	0.704^**	1
10. 购买意愿	5.765	0.646	0.012	0.154^*	0.141^*	?0.110	0.032	0.332^**	0.418^**	0.471^**	0.435^**	1

路径	Estimate	S.E.	Est./S.E.	95%置信区间
路径	Estimate	S.E.	Est./S.E.	LL	UL
DM—CI—PI	0.078	0.030	2.617	0.029	0.147
DT—CI—PI	0.110	0.036	3.076	0.051	0.190
DM—AI—PI	0.022	0.019	1.114	?0.003	0.075
DT—AI—PI	0.047	0.031	1.549	0.004	0.123