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The Study of Corporate Donations Impacting on Consumer Purchase Behavior

Author: ShenHongBin
Tutor: YangZaiJun
School: Hebei University of Economics
Course: Business management
Keywords: Corporation donation Corporate reputation Consumer buying behavior
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 123
Quote: 0
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Abstract


With China's rapid economic development , enterprise size and economic strength is gradually growing , enterprises bear the economic and legal responsibilities while also gradually increased concern for social responsibility , coupled with China 's vast territory, natural disaster -prone , therefore, should enterprises as members of society will be implemented in the face of disaster donation behavior , to make its own contribution to society . While corporate giving behavior in the short term will cause the outflow of funds , profits decrease , but has a very important role in the long-term development of the enterprise , corporation donation to improve corporate reputation , shaping the corporate image and increase consumer awareness and purchasing power , thereby creating long-term development of the enterprise 's intangible assets and long-term gains . Learn from a corporate donation behavior theory , the theory of corporate reputation and consumer buying behavior theory on the basis of how to influence consumer buying behavior in-depth analysis to take literature study , a combination of theoretical and empirical analysis of corporate giving behavior research method , corporate reputation as the intermediary, to build a corporate donation of consumer buying behavior affect general behavior of corporate donations , corporate reputation and consumer purchase behavior among relations and corporate donations combined Wenchuan earthquake on consumption purchasing behavior among empirical analysis Finally, this paper gives the enterprise should pay attention to matters related to the donation behavior and corresponding countermeasures . The study of the relationship between corporate reputation for the intermediate variables to build a corporate donation behavior of consumers buying behavior affected the relationship between corporate donation behavior affects the psychological perception of consumers , so as to enhance the company's image and reputation , then through the different influencing factors of corporate reputation further impact on consumer buying behavior , studies have shown that the corporation donation really will have a direct impact on the purchasing behavior of consumers , the different structure of internal factors and donor behavior be corporate reputation generates different effects , and directly through the company's financial performance reflected .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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