摘要
基于组织认同和企业声誉理论,从个体消费行为差异视角揭示不同消费者企业社会责任响应的机制和内在过程。结果表明:企业社会责任对消费者的企业认同感和企业声誉有积极影响,进而对消费者的口碑宣传和抵制负面消息的意向有积极影响;消费者因企业社会责任活动而产生的消费者—企业认同感会受其自身社会责任消费行为的调节;消费者—企业认同和企业声誉分别中介了社会责任消费行为程度高、低两类消费者的企业社会责任响应。企业应辩识重视社会责任的消费者,开展有针对性的营销活动。
This research investigates the mechanism of consumers＇ response to CSR in the perspective of social responsible consumption behavior based on the theory of identification and reputation. It finds that CSR has a positive effect on C-C identification and corporate reputation, and then on consumers＇ response of word of mouth and resilience to a company＇s negative information; the C-C identification aroused by CSR is moderated by SRCB; for the high SRCB consumers but not the low SRCB ones, C-C identification mediates their response to CSR, but for the low SRCB consumers, corporate reputation serves as a mediator. This research shows that enterprises need to indentify the consumers who care about social responsibility, and then conduct corresponding marketing efforts on them.
出处
《广东财经大学学报》
CSSCI
北大核心
2014年第6期43-52,共10页
Journal of Guangdong University of Finance & Economics
基金
国家自然科学基金项目(71372153)
教育部人文社科基金项目(13YJA630147)
关键词
企业社会责任
社会责任消费行为
消费者—企业认同
企业声誉
组织认同
corporate social responsibility
socially responsible consumption behavior
consumer-company identification
corporate reputation
organization identity
