The Influence of Corporate Volunteering Service on Customers' Purchasing Decision——A Study Based on Customers' Moral Identification
This research is to explore the influence of corporate volunteering service on the customers' purchasing decision from the perspective of the moral identification of the customers.Through the research of hypotheses and the empirical analysis of five brand insurance enterprises and its employees in Fujian Province,based on the review of related research literatures,the study finds that for the customers whose moral sense is stronger,the corporate volunteering service and charitable donation can more greatly promote the company's image and the quality of the company's product which the customers perceive,and then affect the behavior of the customer's purchasing decision positively;the effect of the corporate volunteering service is more significant than charitable donation,and then influences the customer's purchasing decision more positively;and in the process the customers' moral identification plays a regulating role to some extent.