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Author(s): |
Tao Wang, Economic and Management School, Wuhan University, Wuhan, China
Bo Wang, Economic and Management School, Wuhan University, Wuhan, China
Yupeng Mou, Economic and Management School, Wuhan University, Wuhan, China |
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Abstract: |
Nowadays, more and more corporate try harder to pursue a good reputation from the philanthropic behavior, however, the consumers always try to suspect the motivation of the behavior and even form the perception of corporate hypocrisy. The paper explores the mechanism of perception of corporate hypocrisy from the implementation polices and communication policies, and found that：the inconsistencies of the information is the main cause of the perception of corporate hypocrisy, and the inconsistencies comprise of the responsiveness of the behavior, the fit between the behavior and the corporate ability, and the fit between the cause and the behavior. And simultaneously the study reveals that the intensity of the communication behavior and the proactivity of the communication behavior and the moderates the effect of corporate hypocrisy.
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