摘要
文献回顾研究发现,公司志愿服务行为与顾客购买决策行为的研究相对较少,特别本土的、具有地方特色的实证研究形成了一个空白点。本课题研究致力于探讨二者之间的关系,分析公司志愿服务行为和慈善捐赠行为对顾客购买决策行为的作用机制。经实证分析发现:公司志愿服务行为和慈善捐赠行为能提升顾客感知的公司形象,进而积极正向地影响顾客的购买决策行为,但与公司产品质量相关不显著;公司志愿服务行为比慈善捐赠行为的效果更为显著,更能积极正向地影响顾客的购买决策行为;顾客的道德认同在其中起一定的调节作用。
This research finds that the study of the corporate volunteering service and of customer＇s purchasing decision is relatively scarce.Especially the native research with local characteristics is not formed.This research is to explore the relationship between them and to analysis the mechanism of the corporate volunteering service and charitable donation that affect the customer＇s purchasing decision.This research also finds that the corporate volunteering service and charitable donation can promote the company＇s image which the customers perceive,affecting the behavior of the customer＇s purchasing decision positively.Although it is not significant with the quality of the company＇s products,the effect of the corporate volunteering service is more significant than charitable donation,thus influencing the customer＇s purchasing decision more positively.It is important that the moral identity of the customers should have certain regulation on them.
出处
《哈尔滨工业大学学报（社会科学版）》
2011年第4期16-25,共10页
Journal of Harbin Institute of Technology(Social Sciences Edition)
基金
2010年度福建省社会科学规划立项一般项目(2010B080)
2010年福建省教育厅A类社会科学研究项目(JA1092S)
2010年福建江夏学院科研项目(2010C033)
关键词
公司志愿服务行为
公司慈善捐赠行为
顾客道德认同
顾客购买决策行为
corporate volunteering service
corporate charitable donation
moral identity of customers
customer＇s purchasing decision
