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首页> 外文期刊>Journal of Business Research >'Paying it forward: The reciprocal effect of superior service on charity at checkout'
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'Paying it forward: The reciprocal effect of superior service on charity at checkout'

机译：“向前推进：结账时慈善机构的互惠效果'

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摘要

Although donation requests at checkout have become commonplace, much remains to be learned about the store-level factors that impact shopped donation behaviors. This research, in part, fills this gap by studying the relationship between superior retail service and shoppers' willingness to donate at checkout. Drawing from social exchange theory, we hypothesize and show that shoppers who believe that they experienced superior service are grateful to retailers and reciprocate their gratitude by being more willing to donate at checkout than are other shoppers. We also identify two important boundary conditions by showing that the impact of superior service is weakened significantly when shoppers doubt the authenticity of the superior service or when they are asked to donate to victims of tragedies (e.g., a mass shooting).
机译：虽然结账时的捐赠请求已成为普遍存在，但仍有许多人仍有关于影响购物捐赠行为的商店级别因素。部分研究部分地通过研究卓越零售服务与购物者在结账时捐赠之间的关系来填补这种差距。从社会交流理论中绘制，我们假设并表明他们认为他们经历了卓越的服务的购物者感谢零售商并通过更愿意在结账时捐赠他们的感激之情比其他购物者更愿意。我们还通过表明购物者怀疑优质服务的真实性或要求捐赠给悲剧的受害者（例如，大规模射击），通过表明卓越服务的影响显着削弱了两个重要的边界条件。

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