This study conducts a 2 (message type: CSR vs. CSA) x 2 (source: company vs. nonprofit organization) factorial online experiment to examine impacts on individuals’ attitude changes and WOM intention regarding a company. Values-driven attributions and perceptions of company-cause fit were measured as mediating variables. Results indicate that individuals inferred more values-driven motives from CSR messages than CSA messages, which ultimately led to more positive attitude changes toward the company. Theoretical implications for both CSR and CSA scholarship are discussed. Several implications for companies and strategic communicators are offered.

本研究进行了 2（消息类型：CSR 与 CSA）x 2（来源：公司与非营利组织）因子在线实验，以检查对个人态度变化和公司口碑意向的影响。价值驱动的归因和对公司原因契合的看法被作为中介变量来衡量。结果表明，与 CSA 信息相比，个人从 CSR 信息中推断出更多的价值观驱动动机，最终导致对公司的态度发生更积极的变化。讨论了 CSR 和 CSA 奖学金的理论意义。提供了对公司和战略传播者的几个影响。