The Study Of Corporate Donations Impacting On Consumer Purchase Behavior

With our economy rapid developing, the scale of the enterprise and economic strength are growing, the economic and legal responsibilities of enterprise are also gradually increasing attention to social responsibility, as a member of society, the enterprise should do it's best in the face of disaster implementation. Although enterprise donation in short-term will cause capital outflows and the reduction, the profits from the long-term development of the enterprise has a very important role, enterprise donation can improve enterprise reputation, shaping corporate image, increasing consumers' awareness and purchasing power, thus it can create more intangible assets and long-term interests.Based on the enterprise donation, enterprise reputation and consumers purchase behavior theory, I make a thorough analysis about the enterprise donation how to affect consumers' purchasing behavior, adopting literature study, theoretical study and corporate reputation for intermediary, constructing the model of the enterprise donation on consumers' purchasing behavior, profile out the relationship of enterprise donation, enterprise reputation and customers' purchasing behavior, and analysis the inner correlation between the enterprise donation and the consumers' purchasing behavior with the wenchuan earthquake, finally, we summarize that the enterprise should pay attention to the related matters and corresponding countermeasures in enterprise donation.We construct the relation between the enterprise donation and consumers' purchasing behavior through the enterprise reputation, the enterprise influent consumer expectations, enhance the enterprise's image and reputation by way of donation, further more influencing consumers' purchasing behavior through the enterprise's reputation. The research shows that enterprise donation has indeed direct impact on the consumers' purchasing behavior, and the enterprises of different external environment and structure of enterprise donation has different effects on consumers'purchasing behavior through the financial performance...