【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。更多还原

【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,andprovide theoretical reference and management enlightenment for entrepreneur identification and entrepreneurs’ charitable donation.更多还原