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A Study on the Correlation of Enterprise Philanthropy and Consumer Response Based on Customer Perceived Value

Author: WuYang
Tutor: ZhangXiangQun
School: Ningbo University
Course: Business management
Keywords: Corporate Philanthropy Consumer response Customer Perceived Value
CLC: F274;F224
Type: Master's thesis
Year: 2011
Downloads: 80
Quote: 0
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Abstract


The charity aroused strong concern for businesses and scholars. Enterprises want the purposes of charity to get a positive reaction of consumers and increasing donations alone is not enough, we must closely should the charity and consumer reaction to be linked. Only to grasp the perception of consumers in order to develop targeted charitable programs, charitable return. Therefore, the study corporate philanthropy and consumer reaction has important practical significance. In this paper, corporate philanthropy and consumer reaction research starting point, through a literature study, summarizes the corporate charity, the reaction of consumers, the concept of customer perceived value. Which consumer reaction include not only the consumers to buy their products, also including consumer psychological repercussions on corporate behavior and corporate philanthropy to others praised. Customer perceived value perspective analysis of corporate philanthropy on consumer reaction mechanism. Based on customer perceived value dimension and Corporate Philanthropy Corporate Philanthropy 4 dimensions and consumer reaction consumer reaction mechanism set large dimensions, and were designed in accordance with the specific indicators questionnaire survey of consumers of corporate philanthropy psychological and behavioral responses. This article SPSS statistical software descriptive statistical analysis of the collected data, regression analysis and correlation analysis. Study found a positive correlation between corporate philanthropy and consumer reaction, female consumers than male consumers more emotional touch to corporate philanthropy, and the actual purchase response is not, and the men; age in the mid-level consumers of corporate philanthropy a positive response; consumers with higher level of education of the corporate philanthropy psychological reaction, the purchase behavior of consumers significantly lower than the level of education and word of mouth; management consumers than in non-management is more concerned about the charity and actively supports corporate philanthropy; charitable experience easier for consumers of corporate philanthropy have a positive psychological and behavior reaction; concerned about the charitable consumers than charitable consumers are not concerned about a more active initiative to collect charity, concerned about the charitable enterprise; annual income. high consumers a year lower income consumers more proactive with practical action to support charitable enterprises. Finally, combined with the findings to make recommendations to the enterprise. Enterprises should do charity differentiated, rich product image, joint charity to increase charitable way to stimulate consumer demand.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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