消费者对企业社会责任行为的评价研究--基于期望理论和归因理论的探讨  

Consumer Evaluations to Corporate Social Responsibility Initiatives: Integration of Expectation Theory and Attribution Theory

作　　者：卢东[1] Samart Powpaka 

机构地区：[1]澳门科技大学行政与管理学院,中国澳门 [2]香港中文大学市场学系,中国香港

出　　处：《管理评论》2010年第12期70-78,共9页Management Review

基　　金：国家自然科学基金项目(70672022)

摘　　要：随着社会经济的发展,人们对企业承担社会责任的要求越来越高,但相关研究忽略了消费者对企业社会责任满意的探讨。本文基于期望理论和归因理论,通过企业社会责任事件的问卷调查,对企业社会责任满意的形成机制进行了全面系统的实证研究。研究结果表明:企业社会责任的感知绩效和期望以及对企业社会责任归因显著影响企业社会责任满意。最后对企业开展社会责任的实践提出了对策建议。With social economy developing,companies are expected to shoulder more social responsibilities than before.But related researches are limited,particularly with regards to corporate social responsibility（CSR） initiatives satisfaction.Based on expectation theory and attribution theory,this paper gets a thorough understanding of CSR initiatives satisfaction mechanism by a CSR event survey.The result suggests that CSR perceived performance and expectation,as well as consumers＇ attribution to CSR,significantly affect CSR initiatives satisfaction.The conclusion can give practical advice to companies and help them take a more strategic tack on CSR and how ＂doing good＂ can contribute to their bottom line.

关 键 词：企业社会责任 感知绩效 期望 期望一致性 满意 

分 类 号：F270[经济管理—企业管理]