CAJ | 학술논문

在相关研究文献回顾的基础上,以福建五大品牌保险企业及其员工为研究对象,通过研究假设,以实证分析的方式,从顾客道德认同的视角考察企业志愿服务行为与慈善捐赠行为对顾客感知到的企业形象、产品质量及对顾客购买决策行为的影响。结果发现：道德认同感越强的顾客,对有开展志愿服务行为和实施慈善捐赠行为的企业的评价越高,认为它们的企业形象越好,产品质量也越高,越能积极正向地影响其自身的购买决策行为。
재상관연구문헌회고적기출상,이복건오대품패보험기업급기원공위연구대상,통과연구가설,이실증분석적방식,종고객도덕인동적시각고찰기업지원복무행위여자선연증행위대고객감지도적기업형상、산품질량급대고객구매결책행위적영향。결과발현：도덕인동감월강적고객,대유개전지원복무행위화실시자선연증행위적기업적평개월고,인위타문적기업형상월호,산품질량야월고,월능적겁정향지영향기자신적구매결책행위。
This research is to explore the influence of corporate volunteering service on the customers＇ purchasing decision from the perspective of the moral identification of the customers.Through the research of hypotheses and the empirical analysis of five brand insurance enterprises and its employees in Fujian Province,based on the review of related research literatures,the study finds that for the customers whose moral sense is stronger,the corporate volunteering service and charitable donation can more greatly promote the company＇s image and the quality of the company＇s product which the customers perceive,and then affect the behavior of the customer＇s purchasing decision positively;the effect of the corporate volunteering service is more significant than charitable donation,and then influences the customer＇s purchasing decision more positively;and in the process the customers＇ moral identification plays a regulating role to some extent.