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本文运用Bootstrap法,基于归因理论与启发—系统式模型(HSM)对企业社会责任匹配性、社会事业亲和力、利他性归因与消费者品牌态度之间的关系进行了研究。结果发现,社会事业亲和力调节了功能匹配与形象匹配对利他性归因的影响,社会事业亲和力与形象匹配的强强联合更容易引起消费者的质疑,而功能匹配则相反;社会事业亲和力调节了社会责任匹配性通过利他性归因的中介作用对消费者品牌态度产生的影响,社会事业亲和力较高时,功能匹配条件下的中介作用更显著,而形象匹配则相反。
This paper uses Bootstrap method to study the relationship between corporate social responsibility matching, social business affinity, attribution of altruism and consumer brand attitudes based on attribution theory and heuristic-system model (HSM). The results showed that the affinity of social undertakings regulated the influence of functional matching and image matching on the attribution of altruism. The combination of affinity and matching of social undertakings was more likely to lead to consumers’ questioning while the functional matching was the opposite. The affinity of social undertakings The effect of matching of social responsibility on consumers’ brand attitude through mediating attribution of altruism, and the higher social affinity, the mediating role under the function matching is more significant, while the image matching is the opposite.