Entrepreneur spokesman' charitable behaviors, consumer's moral identity and buying intention

摘要

Our paper aims for studying the effect of entrepreneur spokesman' charitable behaviors on purchase likelihood. Empirical Studies demonstrate that: Entrepreneur's charitable behaviors significantly increase consumer's purchase likelihood by donating money or time. The positive effect of entrepreneur's charitable behavior is mediated by consumers' self-importance of moral identity (CSIMI). Specifically, donating money is more effective on purchase likelihood for consumers who are low level in CSIMI; while donating time is more effective on purchase likelihood for those who are high level in CSIMI. The effect of donating money and time on purchase likelihood are moderated by consumer's perception on entrepreneur's personal image.