消费者响应企业社会责任的内在机理与干预路径——基于扎根理论的探索性研究  

On the Internal Mechanism and Intervention Path for Consumers'Reactions to Corporate Social Responsibility——An Exploratory Research Based on Grounded Theory

作　　者：刘建花[1,2] 杨蕙馨[1] 

机构地区：[1]山东大学管理学院,山东济南250100 [2]济南大学政管学院,山东济南250022

出　　处：《现代财经（天津财经大学学报）》2013年第4期12-20,共9页Modern Finance and Economics：Journal of Tianjin University of Finance and Economics

基　　金：国家社科基金重点项目(12AJY004);山东省社科规划项目(12DSHZ01)

摘　　要：通过深度访谈,应用扎根理论构建消费者响应企业社会责任的内在机理和干预路径模型。据此模型,消费者个体心理感知和社会参照规范是引致消费者响应企业社会责任的两个主路径。社会责任第三方评价、社会责任信息披露、经济激励政策等情境变革通过影响消费者个体心理感知和社会参照规范实现干预。而由消费者责任直接效应、营销效应和声誉效应构成的企业社会责任消费者效应则通过企业的社会责任策略来实现。只有同时实现企业社会责任的消费者效应和情境变革,才能更好地增强消费者对企业社会责任的敏感度,实现责任消费和企业社会责任行为的良性互动。Based on grounded theory, in this paper, we try to construct the mechanism model of consumer＇s reaction to CSR through in--depth interviews. According to the model, the psychologi- cal consciousness of consumers and social reference criterion are the two main paths that induce con- sumer＇s reaction to corporate social responsibility. The third party appraisal of CSR, information broadcast of CSR and economical stimulation policies achieve its intervention by influencing the psy chological consciousness of consumers and social reference criterion. And the effect of CSR accord- ing to consumers （ the direct effect of responsibilities to consumers, marketing effect of CSR and reputation effect of CSR） is achieved by the CSR strategy. Only by realizing the effect of CSR ac cording to consumers and situational reforms simultaneously, we can improve the consumer sensi- tivity to CSR and realize the virtuous circle of CSR behaviors and social responsible consumption.

关 键 词：企业社会责任 消费者响应 扎根理论 个体心理感知 社会参照规范 

分 类 号：F715.1[经济管理—产业经济]