• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Time versus money: The role of perceived effort in consumers' evaluation of corporate giving
【24h】

Time versus money: The role of perceived effort in consumers' evaluation of corporate giving

机译：时间与金钱：在消费者对企业捐赠的评价中的感知努力的作用

获取原文
获取原文并翻译 | 示例
       
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Motivated by the need for a deeper understanding of the factors and processes through which consumers evaluate corporate giving, this paper examines the role of perceived effort in the formation of consumers' motive attributions. Guided by attribution theory and the augmentation principle, three studies are put forth to demonstrate how the type, nature and source of giving influences consumers' perception of effort and ultimately, their evaluation of the firm. Results show that donation type, time versus money, differentially influence consumers' attitude toward the firm via serial mediation. Specifically, corporate donations of time (compared to money) lead to higher levels of perceived effort, which then induce more altruistic motive attributions. We also find that the effect of donation type on perceived effort is moderated by consumers' perception of the relative cost of the donation to the firm.
机译：本文审查了消费者评估企业捐赠的因素和流程的因素和流程的需求，审查了在消费者动机归因形成中的作用。由归因理论和增强原则为指导，提出了三项研究，以展示如何影响消费者对努力的看法，最终影响公司的努力。结果表明，捐赠类型，时间与金钱，差异地影响消费者对公司的态度通过串行调解。具体而言，公司捐款（与金钱相比）导致更高水平的感知努力，然后促使更多的利他动机归因。我们还发现捐赠类型对感知努力的影响受到消费者对捐赠给公司的相对成本的影响。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号