The Contrast Effect Of Corporate Charitable Donation

In recent years, major disasters have occurred frequently. After the incidents, most of the domestic enterprises make a unconditional donation to the area which suffered the major disaster. But in the process, some crisis may occurred and impacted the reputation of some famous companies significantly. This paper explores:under the background of major disasters, how some enterprises' donation decision influence the others' donation and I hope to give some useful suggestions to enterprise about how to make the donation and how to deal with the crisis may occur.In this paper, I employ a 2×2 repeated experiment design (corporate reputation for social responsibility activities in the past×number of other corporate donating). In the experiment, corporate reputations for social responsibility activities and number of other corporate donating are the between-subjects factors, and time is the within-subjects factor. I will measure the attitude of consumer to the enterprise and consumer responds to corporate behavior.Through the experiment study, this paper conducts:(1) After the company which have a good reputation for social responsibility activities in the past make a donation to the area which have suffered a major disaster, if there is another company which have certain gaps with the first company related to all aspects make a donation significantly higher than the company, consumers will question the motive of the first company for charitable donations, and then affected the consumer responds to the corporate behavior. But I also found that the attitude of consumer to the enterprise did not change, it can be deduced such effects are temporary, so long as the enterprises to implement reasonable conservation measures, should be able to eliminate all adverse effects; (2) For the company which have a poor reputation for social responsibility activities in the past, through participation in an independent charitable donation may be able to increase their favor with consumers, but will not raise the poor reputation to the good reputation. This study not only to make up for the lack of research, but also has some reference to the company and guidance.