Study On The Impact Of Entrepreneur Charitable Donation On Enterprise Image

With the continuous improvement of the public awareness of charity,entrepreneur charitable donation have received increasing attention.Charitable donation could help the government to solve social problems,it can also help enterprise to establish a good image and thus obtain more profits.Therefore,from the perspective of entrepreneur,charitable donation would help entrepreneur to obtain a good image and get profits.Although some scholars have studied the impact of entrepreneur’s charitable donation on enterprise image,mainly focused on the amount of donation,the type of donation is less noticed.Therefore,based on Heider’s balance theory and behavior deviation theory,this paper focus on the impact of academic charitable donation on enterprise image.This paper designs a questionnaire with reference to domestic and foreign maturity scales,and measure the image of entrepreneur and enterprise under different types of donation and different donation amount deviation.Based on 920 valid sample data,explore the impact of charitable donation type on enterprise image and its mechanism.The main research contents are as follows:(1)According to whether the amount of charitable donation of entrepreneur is related to company profits,divide them into unconditional donation and business-related donation,and explore the impact of two different types of charitable donation on the corporate image.(2)Explore the image of entrepreneur intermediary effect in this process.(3)Explore the moderating effect of deviation of the donation amount.The research results show that:(1)The type of charitable donation significantly affects the enterprise image,and the type of unconditional donation can improve the enterprise image.(2)The image of entrepreneur is between the type of charitable donation and enterprise image plays a mediating effect.(3)Deviation of the charitable donation amount moderating the direct influence of the type of charitable donation to the corporate image and the intermediary role of the entrepreneur’s image.When the entrepreneur has a low-standard amount of donation,unconditional donation behavior improved entrepreneur image and enterprise image.Whereas the entrepreneur has a high-standard amount of donation,donation type has no significant impact on the image of enterprise and entrepreneur.Based on the above research conclusions,this paper proposes the following management implications:(1)Entrepreneur need to realize that their own image is closely linked to the enterprise image,and entrepreneur’s building of their own good image is conducive to establishment a good enterprise image.(2)Entrepreneur should pay attention to the fulfillment of charitable responsibilities,help the government solve social problems and create a good personal image through charitable behavior.(3)When the entrepreneur making charitable donation,consumers would have a better evaluation to unconditional donations in most situations.However,at the same time entrepreneur need pay attention to the donation amount and type of donated match.Especially when entrepreneur has a low-standard amount of donation,entrepreneur should choose unconditional donation type to establish a good personal image and enterprise image.