Micro-Level Interactions in Business–Nonprofit Partnerships
研究了员工积极参与商业与非营利组织伙伴关系如何影响消费者自利，发现自利直接影响消费者行为（如购买意向和口碑），但对态度和信任影响较弱，且企业与非营利组织的匹配度起调节作用。
While most research on business–nonprofit partnerships has focused on macro and meso perspectives, this article pays attention to the micro level. Drawing on various theoretical perspectives from both marketing and management, this study conceptually relates the outcomes of active employee participation in such partnerships to consumer self-interest. This article also explores empirically whether and when self-interest affects consumers’ responses toward firms in relation to business–nonprofit partnerships. The study reveals that self-interest can directly influence consumers’ behavioral responses toward firms (i.e., switching and buying intentions, and word of mouth), whereas the impact on evaluative responses in terms of attitude and trust is only weak. The fit between the firm and the nonprofit partner (company–cause fit) turns out to moderate this effect, with consumer self-interest only playing a role if fit is high. Implications for research and practice are discussed.