摘要
企业英雄行为是指企业为了社会公共利益敢于牺牲自我的行为。当企业作出英雄行为时,本应得到消费者支持,然而在现实中却可能招致消费者质疑。本文从信息沟通视角,指出当企业进行沟通时,应注意企业英雄行为(高程度vs.低程度)与信息来源(企业信源vs.中立信源)的匹配,从而降低消费者质疑,提升企业英雄行为对消费者企业评价的影响。通过两个情景实验研究发现:对于高程度企业英雄行为,中立信源对消费者企业评价更加积极;对于低程度企业英雄行为,无论哪种信息来源对消费者企业评价均无显著差异,消费者信任中介上述关系。此外,本文还发现企业英雄行为历史具有调节作用。对于高程度企业英雄行为,在短期企业英雄行为历史下,企业采取中立信源对消费者企业评价更加积极;但是在长期企业英雄行为历史下,无论采取中立信源或企业信源,均能产生积极的消费者企业评价。本文不仅丰富了企业英雄行为的相关研究,也为企业英雄行为的信息沟通提供了实践启示。
The corporate heroic behavior shows that an enterprise can sacrifice itself for the public interest in society.When the enterprise shows the heroic behavior,it is supposed to win the support from the consumers,and probably incurs their doubts in reality though.From the perspective of information communication,this paper indicates that the enterprise should guarantee the match of its heroic behaviors(high degree vs.low degree)with the infor‐mation sources(enterprise source vs.neutral source)in the process of communication,so as to reduce the doubts from the consumers and improve the consumer evaluation for its heroic behavior.As two scenario experiments show,the neutral information source positively improves the consumer evaluation for the high degree of corporate heroic behavior;however,neither information sources show any significant difference in the consumer evaluation for the low degree of corporate heroic behavior.The consumer trust plays a mediating role in the abovementioned relations,which is also true of the history of corporate heroic behavior.For the high degree of corporate heroic behavior,the neutral information source that is adopted by the enterprise is more positive for the consumer evaluation with the history of short-term heroic behavior;but either the neutral information source or the enterprise source leads to the positive evaluation among the consumers with the history of long-term heroic behavior.This paper not only enriches relevant research of corporate heroic behavior but also provides the practical enlightenment for the information communication of this behavior.
作者
张晓娟
彭蓉
童泽林
ZHANG Xiaojuan;PENG Rong;TONG Zelin(School of Economics and Management,Hubei University of Technology,Wuhan 430068,China;International Business School,Hainan University,Haikou 570228,China)
出处
《海南大学学报（人文社会科学版）》
2024年第1期158-166,共9页
Journal of Hainan University （Humanities & Social Sciences）
基金
湖北省教育厅哲学社会科学重大项目(20ZD045)
湖北农村社会管理创新研究中心资助
国家自然科学基金地区项目(71962007)。
关键词
企业英雄行为
信息来源
消费者信任
企业英雄行为历史
消费者企业评价
corporate heroic behavior
information source
consumer trust
history of corporate heroic behavior
consumer evaluation of enterprise
