企业伪善行为的信息沟通策略，伪善感知与消费信任
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本文通过收集246份有效问卷研究两种企业伪善行为信息沟通策略即“先说后做”和“先做后说”对消费信任和这种影响中伪善感知的中介作用。运用一元和多元回归分析先后研究企业伪善行为的沟通策略对伪善感知的影响,伪善感知对消费信任的影响和企业伪善行为的沟通策略对消费信任的影响, 进而研究伪善感知的中介作用.研究结果显示, “先说后做”的企业伪善行为信息沟通策略比“先做后说”的信息沟通策略更易造成消费者伪善感知; 而消费者伪善感知对消费者的能力信任, 正直信任和善良信任呈显著负向作用；企业信息沟通策略对消费者的能力信任, 正直信任和善良信任有显著的负向作用; 伪善感知在企业伪善行为信息沟通策略与能力信任之间有中介作用, 但不显著; 伪善感知在企业伪善行为信息沟通策略与正直信任和善良之间有显著的中介作用。
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