Consumer Attribution For Charitable Giving Enterprise Response Study

In recent years, Enterprises have played a big role in helping disadvantaged groups and balancing domestic gap between rich and poor. The author believes that as a profit-seeking organization, enterprise on one hand is shouldering his social responsibility, on the other hand, it is in pursuit of good market reaction, such as the praise of corporate-reputation and the popularity of his products and service. Yet in reality, when the enterprises take donation, they often gain different market reactions, due to the different reactions of the consumers to the enterprises’ motive.From the point of consumers’attribution, the author compared two kinds of donations with the method of simulation. The two kinds of donations include conditional charity donation and unconditional charity donation. The attribution is also self-regard and altruistic. The consumers’ reaction comes from the evaluation on the companies’ reputation to the buyers’ intention.The author used SPSS16.0to carry on the statistical analysis, and the data came from the150effective questionnaire. The empirical results are as follows:Consumers’ ego attribution has negative effect on the evaluation of emotional repution, their altruism attribution has positive effect on thai; Corporates’ emotional attribution has positive effect on consumers’ purchase intention; Comparing two methods, under unconditional charity donation, consumers create more altruim attribution, and their reaction are more positive; Among the relationship between altruism attribution and consumers’purchase intention, the corporates’ emotional attribution has totally intermediary effect.According to the conclusions, the author concluded the following advices. First of all, it is good to the company that the company’s donation can make the consumers feel.positive; the company should foster and keep the good reputation; when the company carries on the charity donation, the unconditional donation is a better choice in order to let the consumer avoid the self-regarded attribution.