中文摘要：

探讨了企业救灾行为情景匹配与功能匹配对企业声誉的影响。问卷调查结果表明,消费者对企业救灾行为的功能匹配与情景匹配有比较清醒的感知。进一步的实验研究结果表明,低水平（VS.高水平）功能匹配和高水平（VS.低水平）情景匹配的企业救灾行为对消费者感知企业声誉有更积极影响;同时,当情景匹配水平较低时,低水平（VS.高水平）功能匹配的救灾行为对消费者感知企业声誉有显著积极影响;相反,当情景匹配水平较高时,高水平（VS.低水平）功能匹配的救灾行为对消费者感知企业声誉有显著的积极影响。

英文摘要：

This paper explores the impact of the fit in the corporate disaster relief to disaster on the corporate reputation. The results indicate that consumers have a clear mind to the function fit and scenario fit of corporate dis- aster relief. Perceptions of the low （ vs. high） function - fit and high （ vs. low） scenario fit of disaster relief has a more significant positive impact on the corporate reputation. Furthermore, when the corporate disaster relief is low （high） scenario - fit, the low （high） function - fit disaster relief has a significant positive impact on the corporate reputation.