企业家微公益行为对其形象评价的作用机制研究

摘要

本研究根据消费者在企业家发起的微公益活动中所起到的不同作用将微公益活动划分为"群策型捐款"和"群力型捐款"两种类型,并且探讨了这两种类型的企业家微公益行为影响消费者对其形象感知和评价的路径.结果表明:"群策型捐款"(vs."群力型捐款")能让消费者对企业家有较高(vs.较低)的亲和力评价,消费者对企业家社会距离的感知在"群策型捐款"对企业家亲和力评价的影响过程中起到中介作用;"群力型捐款"(vs."群策型捐款")能让消费者对企业家有较高(vs.较低)的能力评价,消费者对企业家高额捐款概率的感知在"群力型捐款"对企业家能力评价的影响过程中起到中介作用.%This thesis has divided entrepreneurs' micro public welfare activities into two types according to the consumers' different roles in it, "Donations based on the decisions of consumers" and "Donations based on the efforts of consumers".The research has explored the impact of these two types of entrepreneurs' micro public welfare behavior on consumers' perception of entrepreneur image.The empirical results show that, "Donations based on the decisions of consumers" (vs."Donations based on the efforts of consumers") will earn more (vs.less) warm evaluation from consumers and consumers' perceptions of entrepreneurs' social distance mediates this impact process;"Donations based on the efforts of consumers" (vs."Donations based on the decisions of consumers") will earn more (vs.less) competent evaluation from consumers and consumers' perceptions of entrepreneurs' high probability of donations mediates this impact process.