【摘要】：在大力支持社會事業(yè)方面,不同企業(yè)收到的效果大相徑庭。有的企業(yè)通過支持社會事業(yè),贏得了消費者的稱贊,成功美化了企業(yè)聲譽和形象;而有的企業(yè)反而受到了質疑和批評。本文結合心理學上的歸因理論解釋了消費者為何對企業(yè)開展的社會活動有不同的回應方式,系統(tǒng)性地梳理了消費者不同的歸因方式、影響因素并對企業(yè)開展社會責任活動提供了建議。
[Abstract]:In support of social undertakings, different enterprises have received a wide range of effects. Some enterprises have won the praise of consumers by supporting social undertakings, which have successfully beautified their reputation and image, while others have been questioned and criticized. Based on the theory of attribution in psychology, this paper explains why consumers have different ways of responding to the social activities carried out by enterprises, and systematically combs the different ways of attribution of consumers. The influencing factors and suggestions for enterprises to carry out social responsibility activities are provided.
【作者單位】： 四川大學商學院;
【分類號】：F270

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