A Study On Formation Mechanism Of Corporate Micro-Charity Performance

As society advances,current public charity is transferred from the traditionalenterprise-based charity and business-type charity to the civilian-based charity.More andmore ordinary people began to join the public community,a civilian charity have emerged,namely,“micro-charity”.Micro-charity is defined as depending micro-trivial to do goodthings,emphasis on the accumulation from less to more,through the micro-charity platform,each one has brought love gether tobe a powerful force."Micro-charity"convey a idea forcorporates,thus it is worthy to consider how to use the micro-charity and learn therelationship between charity and its performance.Therefore, this research aims to extractessential characteristics of micro-charity, studied how enterprise can gain win-win.Providethe basis for the cause marketing strategy for corporate.In this study, based on social responsibility and cause-related marketing, combinedwith in-depth interviews, brainstorming, etc., to extract the main features of micro-charitybehavior and the develop the scale,design a model between micro-charity behavior andits performance.Use statistical software SPSS17.0and LISERL8.7,through exploratoryfactor analysis, confirmatory factor analysis, reliability and validity analysis, regressionanalysis and other methods to test the model.The results show that the characteristics of micro-charity include match of ability,degree of interaction, charity value.Customer experience is the key variables betweenmicro-charity features and performance. Businesses-consumer relationship quality andword of mouths as the measure of charity performance.thought emotional experience,thinking experience, acting experience, related experience, micro-charity have positiveeffect on the relationship quality, charity word of mouth. Based on the results, this studyprovied reference to the cause marketing strategy for corporate and promote the publicwelfare for all people.