企业社会责任特征与消费者响应研究——兼论消费者-企业认同的中介调节效应

摘要/Abstract

摘要：

文章突破已有文献局限于具体企业社会责任活动与消费者响应关系的研究,以社会认同理论为基础,理论建构与实证分析企业社会责任特征对消费者响应的作用机制。结果表明:企业社会责任特征是企业获得消费者认同的重要前置因素,对消费者品牌态度和购买意愿具有正向影响作用,且消费者-企业认同在企业社会责任与品牌态度、购买意愿之间起部分中介效应,企业社会责任特征经由消费者-企业认同内化过程产生的间接效应大于其直接效应,但消费者-企业认同的调节效应不显著,进而提出相应的管理建议与未来研究方向。

关键词: 企业社会责任, 消费者-企业认同, 品牌态度, 购买意愿

Abstract:

Corporate social responsibility (CSR) is a topic of “hot debate” in the academic research world today. But the existing literature has been confined to the impact of the specific CSR activities on consumer attitudes and purchase intention, and not much study has been done on the composition of CSR characteristics. Based on the social identity theory, this paper tries to theoretically construct and empirically analyze the influence mechanism of CSR characteristics on consumer response. The results indicate that CSR characteristics is an important source which may generate consumer's identification with the corporate and has a positive effect on consumer's brand attitudes and purchase intention, that consumer-company identification plays a role of incomplete intermediaries in the relationship between the CSR characteristics and the consumer's brand attitudes and purchase intention, that the indirect effect of the CSR characteristics via consumers-company identification is greater than the direct effect, that the moderating effect of consumers-company identification is not significant. Managerial implications are presented along with avenues for further research.

Key words: corporate social responsibility, consumer-company identification, brand attitudes, purchase intention

中图分类号:

F272.5

李敬强, 刘凤军. 企业社会责任特征与消费者响应研究——兼论消费者-企业认同的中介调节效应[J]. 财经论丛, 2017, 33(1): 85-94.

LI Jingqiang, LIU Fengjun. A Study on the Relationship between Corporate Social ResponsibilityCharacteristics and Consumer Response——Concurrently Discuss the Mediating and Moderating Effect of Consumer-company Identification[J]. , 2017, 33(1): 85-94.

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