本文選題：企業(yè)家微公益　切入點：形象評價　出處：《中國軟科學(xué)》2017年04期

【摘要】：本研究根據(jù)消費者在企業(yè)家發(fā)起的微公益活動中所起到的不同作用將微公益活動劃分為"群策型捐款"和"群力型捐款"兩種類型,并且探討了這兩種類型的企業(yè)家微公益行為影響消費者對其形象感知和評價的路徑。結(jié)果表明:"群策型捐款"(vs."群力型捐款")能讓消費者對企業(yè)家有較高(vs.較低)的親和力評價,消費者對企業(yè)家社會距離的感知在"群策型捐款"對企業(yè)家親和力評價的影響過程中起到中介作用;"群力型捐款"(vs."群策型捐款")能讓消費者對企業(yè)家有較高(vs.較低)的能力評價,消費者對企業(yè)家高額捐款概率的感知在"群力型捐款"對企業(yè)家能力評價的影響過程中起到中介作用。
[Abstract]:According to the different roles that consumers play in the micro-public welfare activities initiated by entrepreneurs, the micro-public welfare activities are divided into two types: "group policy donation" and "group force donation".The results show that: "Group donation"Group donation ") allows consumers to have a higher level of entrepreneurs.The perception of the social distance of the entrepreneur plays an intermediary role in the influence of "group donation" on the entrepreneur's affinity evaluation; "group donation" plays an intermediary role in the evaluation of entrepreneur affinity; "group donation" plays an intermediary role in the process of evaluating the entrepreneur's affinity; "group donation" plays an intermediary role in the process of evaluating the entrepreneur's affinity.Group donation ") allows consumers to have a higher level of entrepreneurs.The perception of the high donation probability of the entrepreneur plays an intermediary role in the influence of the "group donation" on the entrepreneur ability evaluation.
【作者單位】： 武漢大學(xué)經(jīng)濟與管理學(xué)院;
【基金】：國家自然科學(xué)基金(71572136)
【分類號】：D632.9;F272.91

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