CAJ | 학술논문

本文从信源的角度对企业家代言人的慈善行为如何影响消费者对其代言产品的购买意向进行了实证研究。研究发现,企业家代言人的慈善行为显著影响消费者的购买意向。即：道德身份自我重要性高的消费者更倾向购买捐时间的企业家所代言的产品,因为捐时间的慈善行为让消费者感知其更有亲和力;道德身份自我重要性低的消费者更倾向购买捐钱的企业家所代言的产品,因为捐钱的慈善行为让消费者感知其有能力。本研究是对营销沟通理论的有益补充,我们探究了企业家代言人的不同类型慈善行为（捐时间和捐钱）产生作用的具体情景。该研究结论为营销实践提供了直接的指导,企业家代言人通过其慈善行为提升消费者信任度时需根据消费者的特点来选择其慈善的类型。
본문종신원적각도대기업가대언인적자선행위여하영향소비자대기대언산품적구매의향진행료실증연구。연구발현,기업가대언인적자선행위현저영향소비자적구매의향。즉：도덕신빈자아중요성고적소비자경경향구매연시간적기업가소대언적산품,인위연시간적자선행위양소비자감지기경유친화력;도덕신빈자아중요성저적소비자경경향구매연전적기업가소대언적산품,인위연전적자선행위양소비자감지기유능력。본연구시대영소구통이론적유익보충,아문탐구료기업가대언인적불동류형자선행위（연시간화연전）산생작용적구체정경。해연구결론위영소실천제공료직접적지도,기업가대언인통과기자선행위제승소비자신임도시수근거소비자적특점래선택기자선적류형。
From the point of view of the information source, our paper aims for studying the effect of entrepreneur spokesman＇ charitable behaviors on purchase likelihood. Empirical studies demonstrate that： the entrepreneur＇s charitable behaviors significantly increase consumer＇s purchase likelihood by donating money or time. The positive effect of the 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 because the entrepreneur donating money is perceived as a more competent man; While donating time is more effective on purchase likelihood for those who are high level in CSIMI the entrepreneur donating money is perceived as a more warm man. The effect of donating money and time on purchase likelihood are moderated by consumer＇s perception on entrepreneur＇s personal image. The research is not only a beneficial supplement to the marketing theory, but provide direct guidance for marketers. Although the entrepreneur spokesman＇ charitable behaviors can promote consumers＇ trust level, it is useful that an entrepreneur spokesman faced different types of consumption groups should present different charitable behaviors.