ABSTRACT

This study examines the donation intentions and purchase likelihood toward corporate-owned and corporate-sponsored foundations. A cross-sectional sample of Amazon’s MTurk respondents is obtained. Results of the experiment indicate that relative to foundations sponsored by a corporation, corporate foundations are perceived to be more trustworthy and have a greater perceived impact on a cause, which leads to higher purchase intentions. Additionally, donation intentions to foundations are higher among the corporate foundations because of perceived impact. Implications of these results are discussed from both practical and theoretical perspectives.

中文翻译：

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探索对企业拥有的基金会与企业赞助的基金会的捐赠和购买意向

摘要

本研究考察了企业拥有和企业赞助的基金会的捐赠意图和购买可能性。获得了亚马逊 MTurk 受访者的横截面样本。实验结果表明，相对于企业赞助的基金会，企业基金会被认为更值得信赖，对事业的感知影响更大，从而导致更高的购买意愿。此外，由于感知到的影响，企业基金会对基金会的捐赠意愿更高。从实践和理论的角度讨论了这些结果的含义。