Empirical Study Of Charitable Donations Impact On Consumers’Purchase Intention

With the continuous development of society,corporate’s charitable donations caused widespread concern in society,it goes without saying the importance of corporate’s charitable donations.Consumers paid more attention to the behavior of corporate charitable donations,more and more companies have begun to transfer charitable donations situation to consumers through different channels.However,Chinese corporate’s charitable donation face many problems,one of the more prominent problem is that the behavior of corporate’s charitable donations is blindness and randomness,namely corporate’s charitable donation have no reasonable planning.This blindness leads to charitable donations’ resources are wasted,consumers’confidence in the behavior of corporate charitable donation is not high,lifting of consumers’purchase intention did not achieve the desired effect,thereby reducing the efficiency of corporate’s charitable donations,so,companies need to make the appropriate adjustments to their charitable donation,to get psychological identity of consumers through charitable donation,thereby increasing their purchase intention.Therefore, the study on the relationship of corporate’s charitable donations,corporate identity and consumers’purchase intention has great practical and theoretical significance for enterprises improving the efficiency of charitable donations-This paper draws on previous research model, introducing a variable of corporate identity to explore whether the consumers’purchase intention will be affected by corporate’s charitable donations and different levels of charitable donations impact on the level of the purchase intention,while research the role of corporate identity between the relationship,in order to help companies find the issues to be addressed urgently in corporate’s charitable donation,and to put forward appropriate solutions.The focus of this paper is to clarify the relationship of charitable donations,corporate identity and consumers’purchase intention,and understand the influence mechanism among the three.In this paper,On the basis of combing the existing research,select education donations, poverty donations, environmental protection donation and disaster relief donations as four dimensions of charitable donation behavior.Model is composed of four partsiindependent variable (corporate’s charitable donations),mediating variables (corporate identity),dependent variable (purchase intention) as well as control variables (consumers’gender,age,education level) of four parts.In this study,through a pre-test of small sample,to detect reliability and validity of items of the questionnaire,eventually forming a formal questionnaire.On the basis of the pre-test,analyzing data obtained through the questionnaire,we got the following results:(1) Four dimensions of corporate’s charitable donation have different effects on corporate identity, education donations,poverty donations,environmental protection donation and disaster relief donations all have a positive impact on corporate identity,the order is poverty donations,disaster relief donations,education donations and environmental protection donations.(2) Corporate identity have positive effect on consumers’purchase intention.(3) The four dimensions of corporate’s charitable donations all have positive impact on consumers’ purchase intention, the degree of effect followed by disaster relief donations,education donations,poverty donations and environmental protection donation.(4) Corporate identity play an intermediary role between charitable donation and consumers’purchase intention.In contrast,the intermediary role between poverty donations,environmental protection donations and consumers’purchase intention greater than the intermediary role between education,disaster relief donations and consumer purchase intention.(5) Through the analysis of control variables,we found that consumers of different gender are significantly different in cognitive of charitable donations,corporate identity and purchase intention;some different age groups’consumers have significant difference in cognition of charitable donations,corporate identity and purchase intention,and some age groups consumers have no significant difference. Consumer of different levels of education have ignificantly difference of cognition in charitable donations,corporate identity and purchase intention.On the base of discussion and analysis of the study results,the study put forward feasibility management revelation for corporate to carry out charitable donations and enhance corporate identity:①Putting the same attention to different charitable donations,to increase consumers’ purchase intention;②Encouraging consumers to participate in corporate charitable donations,to raise consumers’corporate identity;③Focusing on continuing charitable donations,to deep the impression of consumers;④Rational planning the action of corporate’s charitable donations, to increase consumers’favorabilityDue to the research capacity of the author limited and the restriction of some objective conditions, there are many deficiencies need to be supplemented and improved, in the last, indicate the shortages of the study and carried out prospects for future research.