The Influences of Ethical Attributes of Corporate Social Innovation Products on Customers'Purchase Intentions
Based on the warm-glow effect of impure altruism model and clue congruity theory,this study develops a research model to analyze the influence of ethical attributes of corporate social innovation products on customers'purchase intention.In addition,the mediating effect of warm-glow and the moderating effect of product types are verified.The results show that ethi-cal attributes of corporate social innovation products can enhance customers'purchase intentions,and warm-glow plays a media-ting role in the positive relationship between the corporate social innovation product's ethical attributes and customers'purchase intentions.Specifically,for hedonic corporate social innovation products,the symbolic ethical attribute(compared with the functional ethical attribute)can stimulate the customer's warm-glow,and thus can enhance the customer's purchase inten-tion.By contrast,for utilitarian corporate social innovation products,the functional ethical attribute(compared with the sym-bolic ethical attribute)can stimulate the customer's warm-glow,and thus can enhance the customer's purchase intention.
corporate social innovationproduct's ethical attributewarm-glowcustomer's purchase intention
NETL
NSTL
万方数据
维普
