CAJ | 학술논문

文献回顾研究发现,公司志愿服务行为与顾客购买决策行为的研究相对较少,特别本土的、具有地方特色的实证研究形成了一个空白点。本课题研究致力于探讨二者之间的关系,分析公司志愿服务行为和慈善捐赠行为对顾客购买决策行为的作用机制。经实证分析发现：公司志愿服务行为和慈善捐赠行为能提升顾客感知的公司形象,进而积极正向地影响顾客的购买决策行为,但与公司产品质量相关不显著;公司志愿服务行为比慈善捐赠行为的效果更为显著,更能积极正向地影响顾客的购买决策行为;顾客的道德认同在其中起一定的调节作用。
문헌회고연구발현,공사지원복무행위여고객구매결책행위적연구상대교소,특별본토적、구유지방특색적실증연구형성료일개공백점。본과제연구치력우탐토이자지간적관계,분석공사지원복무행위화자선연증행위대고객구매결책행위적작용궤제。경실증분석발현：공사지원복무행위화자선연증행위능제승고객감지적공사형상,진이적겁정향지영향고객적구매결책행위,단여공사산품질량상관불현저;공사지원복무행위비자선연증행위적효과경위현저,경능적겁정향지영향고객적구매결책행위;고객적도덕인동재기중기일정적조절작용。
This research finds that the study of the corporate volunteering service and of customer＇s purchasing decision is relatively scarce.Especially the native research with local characteristics is not formed.This research is to explore the relationship between them and to analysis the mechanism of the corporate volunteering service and charitable donation that affect the customer＇s purchasing decision.This research also finds that the corporate volunteering service and charitable donation can promote the company＇s image which the customers perceive,affecting the behavior of the customer＇s purchasing decision positively.Although it is not significant with the quality of the company＇s products,the effect of the corporate volunteering service is more significant than charitable donation,thus influencing the customer＇s purchasing decision more positively.It is important that the moral identity of the customers should have certain regulation on them.