摘要
本文运用Bootstrap法,基于归因理论与启发—系统式模型(HSM)对企业社会责任匹配性、社会事业亲和力、利他性归因与消费者品牌态度之间的关系进行了研究。结果发现,社会事业亲和力调节了功能匹配与形象匹配对利他性归因的影响,社会事业亲和力与形象匹配的强强联合更容易引起消费者的质疑,而功能匹配则相反;社会事业亲和力调节了社会责任匹配性通过利他性归因的中介作用对消费者品牌态度产生的影响,社会事业亲和力较高时,功能匹配条件下的中介作用更显著,而形象匹配则相反。
The increasing competition is making it difficult to differentiate a brand using traditional attributes such as quality, price or value. Companies need attractive alternatives to give their brand new symbolic values such as altruism, building a strong, meaningful image for their consumers, to differentiate it from their competitors. In this context, Corporate Social Responsibility （CSR） is used by companies as a new positioning strategy which provides a competitive differentiation opportunity. But at the same time, so many forms of CSR make the manager difficult to make a choice. To get an in-depth understanding on the selectional conditions, this paper argues that the CSR fit is pivotal to it. Although some previous research has measured consumer response to CSR fit, the results were not consistent. As a crucial antecedent of consumer behavior, social cause affinity has not been taken into consideration, because it is naturally assumed that the emotion can transfer from one to another when the fit is high, ignoring to confirm the existence and level of consumer＇s emotion to the object. In order to solve the conflict in the current study, we focus on social cause affinity. Based on the theories of attribution and heuristic-systematic model, this paper using a bootstrap procedure mainly investigates the relationships among CSR fit, social cause affinity, altruistic attributions and consumer brand attitude. The main conclusions are as follows： firstly, social cause affinity moderates the effect of functional fit and image fit on altruistic attributions, and the combination of image fit and social cause affinity both on high levels can more easily lead to the emergence of distrust of company＇s altruistic at- tribution, contrary to functional fit. Secondly, contingent on social cause affinity, CSR fit has an indirect relationship with consumer brand attitude mediated by altruistic attribution. More specifically, the indirect effect will be more positive for functional fit with higher levels of social cause
出处
《南开管理评论》
CSSCI
北大核心
2013年第3期101-108,共8页
Nankai Business Review
基金
国家社会科学基金项目(10BGL005)
教育部人文社会科学项目(09YJA630047)资助
