A Study On The Correlation Of Enterprise Philanthropy And Consumer Response Based On Customer Perceived Value

Philanthropy causes enterprises and scholars strong concern. If one company wants to get consumers positive response, it should contact enterprise philanthropy with consumer response, not only increasing donations. When one company gets an accurate understanding of consumer perception, it can point the plans for charity to get rewards. Therefore, my study on the correlation of enterprise philanthropy and consumer response possesses important actual significance.My study starts with the correlation of enterprise philanthropy and consumer response and summarizes the concepts of enterprise philanthropy, consumer response and customer perceived value, after analyzing literatures. Consumer response includes not only purchases but also consumers' psychological reaction and praise.My study analyses the mechanism of enterprise philanthropy and consumer response based on customer perceived value. Four dimensions of enterprise philanthropy and three dimensions of consumer response are designed based on the dimensions of customer perceived value and the mechanism of enterprise philanthropy and consumer response. And then questionnaires are designed to investigate consumer response. SPSS statistic software is used to analyze the data of investigations, including Descriptive Statistics, Independent Samples Test, One-way ANOVA, and Pearson Correlation. From the data, I think that females have bigger response and verbal praise to companies' behavior than males, but smaller action response; consumers from the age of 30 to 50 show higher response to enterprise philanthropy; high-educated consumers are partial to support philanthropy; mangers in company pay more attention to enterprise philanthropy; consumers who have donated to others have positive manner; consumers who have more money are likely to do positive actions.In the end of my study, some proposals are given to companies. In the long way to a better future, companies should make philanthropy differentiation and rich the image of products, and so on.