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引入消费者关于企业宣传捐款额度以及实际捐款额度的购买可能性函数,考虑在两种额度不一致时消费者感知到的伪善对于购买可能性的影响。构建了消费者感知企业伪善关于两种额度差异大小、消费者对企业言行不一致的敏感性、消费者基础伪善感知的函数。采用微分方法,发现企业最优的言行差异关于消费者对企业言行不一致的敏感性、第二期利润相对第一期利润的重要程度、消费者对企业产品的基础购买可能性、消费者基础的伪善感知呈负相关变化;同时发现,在特定条件下,企业适度伪善在某种程度上是必要的。
The introduction of consumer purchasing possibility function on corporate promotional donation quota and actual donation quota takes into account the influence of hypocrisy perceived by consumers on the purchase possibility when the two quotas are inconsistent. Constructed a consumer perceived corporate hypocrisy on the size of the difference between the two quotas, consumers’ sensitivity to the words and deeds of businesses, consumer hypocrisy perception function. The use of differential method, found that the best business and the company differences between the words on consumer behavior inconsistency sensitivities, the second phase of profits relative to the first phase of the degree of profit, consumer products based on the possibility of buying, consumer-based Hypocrisy was negatively correlated; also found that under certain conditions, moderate hypocrisy is necessary to some extent.