How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice
How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice
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DOI：
10.1108/imr-02-2021-0081
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发表时间：
2022-03
影响因子：
5
通讯作者：
Zelin Tong;Fangheyue Ma;Haowen Xiao;Perry Haan;Wenting Feng
中科院分区：
文献类型：
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作者：
Zelin Tong;Fangheyue Ma;Haowen Xiao;Perry Haan;Wenting Feng
目的本研究的目的是通过分析感知的分配正义作为中介变量，探讨经历过的稀缺性如何影响本国消费者对从事跨境慈善事业的公司的态度。本研究还调查了这种效应的调节因素，以确定管理者的实用策略。设计/方法/途径本研究通过操纵稀缺性进行了一项调查（研究1）和三项实验（研究2-4），为体验稀缺性对消费者对从事跨境慈善的公司的看法的影响提供有力的证据。研究结果本文提供了关于经验稀缺性对消费者对从事跨境慈善的公司的态度的显着负面影响的实证见解慈善事业。它提出，经历稀缺性高与低的本国消费者对跨境慈善事业的分配正义感较低，这会对公司产生不太有利的态度。为了减轻经历稀缺对消费者对企业声誉认知的负面影响，提供国内外捐赠金额比较具有显着的调节作用。实践意义本文为寻求跨境慈善的营销人员提供了一些建议，以改善消费者对企业的态度。原创性/价值本文丰富了跨境慈善领域企业社会责任的文献，并解释了消费者对企业跨境慈善态度的矛盾发现。此外，这项研究对稀缺性和正义文献做出了有意义的贡献。
PurposeThe purpose of this research is to explore how experienced scarcity affects home country consumers' attitudes toward the firm engaging in cross-border philanthropy by analyzing perceived distributive justice as a mediating variable. This research also investigates the moderating factor of this effect to identify practical strategies for managers.Design/methodology/approachThis research conducted one survey (Study 1) and three experiments (Studies 2–4) by manipulating scarcity to provide robust evidence for the influence of experienced scarcity on consumer perception of the company conducting cross-border philanthropy.FindingsThis paper provides empirical insights about the significant negative effect of experienced scarcity on consumer attitudes toward the firm engaging in cross-border philanthropy. It proposes that home country consumers with high versus low experienced scarcity show lower perceived distributive justice for cross-border philanthropy, which generates less favorable attitudes toward the firm. To alleviate the negative impact of experienced scarcity on consumers' perceptions of corporate reputation, providing donation amount comparisons between home and foreign countries has a significant moderating effect.Practical implicationsThis paper provides several suggestions for marketers seeking cross-border philanthropy to improve consumers' attitudes toward the firm.Originality/valueThis paper enriches the literature on corporate social responsibility in the domain of cross-border philanthropy and explains contradictory findings on consumers' attitudes toward corporate cross-border philanthropy. Moreover, this study makes meaningful contributions to the scarcity and justice literature.