Empirical Study Of The Relationship Between Corporate Philanthropy Strategy And Consumer Response

Currently, researching on corporate social responsibility has become hotspot of corporate strategy theory, and a lot of research scholars gave great attention and did lots of researches on it. More and more companies have invested considerable resources to carry out countless corporate philanthropy each year, meanwhile the amount of corporate charitable donations are also increasing year by year。More and more companies believe that under the current competitive environment, fulfilling corporate philanthropy actively is an important means to improve the competitiveness and enhance the brand image of the enterprises themselves. However, there are still many problems when enterprises carry out charitable action. Companies paid the money and effort, but not as they wished. For instance, also as a donation, only because the amount of donation or using different ways, some enterprises have got strong public support, but some were opposed and resisted. Therefore, Consumers'response to Corporate Philanthropy action and strategies is an issue of Companies concerned about. As a result, it's necessary to do a research on relationship between Corporate Philanthropy action and Consumers'response.The main purpose of this study is to explore the relationships between the corporate philanthropy strategy and consumer response, and to deeply analyze consumer response constitution factors and corporate philanthropy strategy factors which influencing consumer response. This paper includes the following contents: Review the existing Theory related about Corporate Philanthropy strategies and Consumer Response, and puts matching relationship model between corporate philanthropy strategies and the consumer response. After the above work, doing empirical analysis to validate the model, the first thing is to do pre-tested questionnaire survey to verify the reliability and stability, and finally determined the structure of the theoretical model and the specific measure targets. Then did questionnaire survey in 20 provinces and municipalities. The collected data has been analyzed by SPSS 16.0 software, Validated the degree of fitting of the model. According to the results, this paper gave recommendations for enterprises to carry out philanthropy effectively, also as the lack of this paper and expectation on follow-up studies.After the above study, this paper has achieved the following conclusions:The consumer has responses to different corporate philanthropy strategies, but consumer responses are different in the extent and direction of different strategies. The following is the specific performance:the importance of philanthropy, degree of consumer involvement, timing of philanthropy and length of time and publicity of philanthropy have got more significant positive effect to consumer response. The positive impact on the consumer response has been only partial support of matching degree between philanthropy and enterprise business, and influence of enterprise participation and consumer behavioral intentions was negative. This study makes relationships between corporate philanthropy strategy and consumer more comprehensively and further systematically. It has important implications for the enterprises carrying out better philanthropy.