企业慈善行为与消费者价值共创意愿的关系研究——基于结构方程方法

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志军 蔡

摘要

在竞争日益激烈的市场环境下,消费者越发注重体验和参与感。如何提高消费者参与企 业价值共创的积极性,以此寻求消费者的价值认同和信赖是企业需要着重考虑的问题。本文调研对象来自手机用户,采用结构方程模型的方法,实证检验了企业慈善行为与消费者价值共创意愿之间的关系。结果表明:企业慈善行为对企业声誉、消费者价值共创意愿具有正向影响 企业声誉对消费者价值共创意愿具有正向影响;企业声誉在企业慈善行为和消费者价值共创意愿关系中具有中介效应。本文研究结论对企业提高自身声誉和市场竞争力具有一定的参考意义,其最终的目的是为企业价值共创战略提供有效的思路和路径。 

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