An Empirical Study On How Corporate Philanthropy Influence The Purchase Intention Of Consumers

Charitable behavior is a kind of behavior closely related to the social and economic culture.The enterprise charitable behavior plays an important role in the management strategy and marketing.With the development of the business philosophy and the expectation of the external stakeholders to the enterprise's charitable behavior,the enterprise pays more and more attention to the added value brought by the charitable behavior.The charity marketing strategy increases consumers' purchase intention and gains the advantage in the market competition.Based on this,this paper takes corporate charities,timing,resources,time and publicity as the research object to explore its impact on consumers' purchase intention.Based on the relevant research results of the corporate charitable behavior,the theoretical framework is built,the hypothesis of the variable is selected and the research model is set up.The random interception of the consumers in Qingdao market and the situation questionnaire survey of the university students are carried out by the descriptive analysis,reliability and validity analysis,and the correlation of the data.The hypotheses were verified by sex analysis,regression analysis and structural equation modeling:(1)The three philanthropic areas that consumers are most concerned about are still education,health care,poverty alleviation and development,;the proportion of consumers actively paying attention to corporate philanthropy is less than not take the initiative.Consumers' access to corporate philanthropy-related information was mainly through social networking,,followed by advertising and news reports;corporate philanthropic resources recognized by consumers were mainly cash,;The most important corporate charity promotion methods for consumers are television public service advertisements,online media,and public interest interactions;consumers are basically satisfied with utilitarian charities.Attitudes;Priorities for consumers when purchasing products or services Quality of products or services,followed by corporate reputation,corporate reputation,and corporate social responsibility.(2)Corporate philanthropy has a significant impact on consumer perception and consumer purchase intentions,ie H1,H1a have been verified,and H1b has not been verified;corporate philanthropy,corporate philanthropy,corporate charitable time,and corporate charitable promotion A significant impact on consumers' perceived ease,consumers' corporate identity,and consumers' willingness to buy is evident,namely that H2,H2a,H2b,H3,H3a,H3b,H4,H4a,H4b,H5,H5a,and H5b have all been verified.(3)The perceived level of consumer companies and consumer corporate identity have mediating effects.According to the results,suggestions and countermeasures are put forward from four aspects,including giving consideration to different charitable donations,improving consumers' purchase intention,promoting consumers to participate in corporate charitable donations,improving consumer corporate identity,paying more attention to the sustainability of charitable donations and deepening consumer impression;reasonable Planning corporate charitable donations to improve consumer sentiment.The purpose of this study is to provide guidance for enterprises to effectively combine charitable behavior with business strategy,to promote corporate performance and to adopt targeted strategic charitable behavior.