Study On The Effect Of Corporate Philanthropy Behaviors On Consumers' Purchase Intention

Corporate social responsibility is always a hotspot of academic discussion, corporate philanthropy behaviors to corporate social responsibility as one of the important ways of also received extensive attention. In reading the domestic and foreign literature on the basis of finishing documents, discovered that are very few from the consumer angle research corporate philanthropy behaviors. Therefore, based on the existing research foundation, the comprehensive use of ethics, sociology, management, statistics and other relevant knowledge this article study on the effect of corporate philanthropy behaviors on consumers'purchase intention. Through the research aims to put forward some advice to make the corporate in the implementation of corporate philanthropy behaviors are more specific goals, more effective and more influential. This article mainly uses Literature Analysis Method, Interview Method Focus group (Discussion) and Questionnaire survey procedure to conduct the survey research. Use SPSS 17.0 software to investigate the data for statistical analysis. The results indicate:(1) Based on the existing literature research and study of the preliminary investigation to develop the questionnaire about the effect of corporate philanthropy behaviors on consumers'purchase intention. Questionnaire include education, health and social services, and civic and community services and culture & arts four aspects to study the effect of corporate philanthropy behaviors on consumers'purchase intention. Questionnaire include media coverage, corporate propaganda and public praise three aspects to research what the level of trust do the consumers have in the means to information dissemination.(2) The effect of corporate philanthropy behaviors on consumers'purchase intention as a whole in the mid to upper level (the mean level=2.697). Education among the biggest influence on corporate philanthropy behaviors (the mean level=3.256). Second are the civic and community services, health and social services and last is culture & arts.(3) What the level of trust do the consumers have in the means to information dissemination as a whole in the mid to upper level (the mean level=2.982). Consumers trust most is public praise. The second is media coverage and the last is corporate propaganda.(4)Demographic characteristics of the relevant analysis showed that gender, age, household income level and degree of consumers in various corporate philanthropy behaviors and its means to information dissemination with various differentiated.(5) Based on the questionnaire data analysis and the existing research results, this article shows the authors exploratory opinion about the processing method of corporate philanthropy behaviors from the corporate external and internal.