Benevolence Trust, Mental Simulation, and Effective Implicit Communication

• Main Authors: Guan-Ru Lin, 林冠儒
• Other Authors: Cou-chen Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/51051529936797665771

碩士 === 國立臺灣科技大學 === 企業管理系 === 104 === In recent years, corporate social responsibility (CSR) status gradually increased. Consumers will assess images of a company depending on whether the company fulfilling CSR. Companies also hope that they can establish their benevolent images through fulfilling their social responsibility. Fulfilling CSR is a laudable thing, it helps the community actually. But some of the companies find that fulfilling CSR only promote the benevolent image of the companies, but then, it may not make any help for the sales. Fulfilling CSR is a cost, it doesn’t transfer to assets. Therefore, this paper would study that whether there are different results when companies take different programs (donation, benevolence). We also add mental simulation (process simulation, outcome simulation) and implicit effect to benevolence. Thus, we can study what will have a best effect for companies. This research proposes that when companies adopt different marketing strategies, which will produce the largest benefits. We demonstrate that no matter whether donation or benevolence, companies will get a positive image when they fulfill social responsibility. It will enhance the purchase intention, attitude, and interest of consumers. Next, we find that there is no effect when we adopt mental simulation. No matter which promotion strategy we use, consumers won’t change their thought. Finally, we demonstrate that when we add implicit effect into mental simulation, we can do more based on benevolence, helping companies to enhance their benefit. This study suggests that, in the promotion of benevolence trust for corporate image, trying to add implicit effect into mental simulation to connect promotion strategies and company’s product. We hope the result of our research can provide a practical method to companies.