社会责任背景下企业联想对品牌态度的内化机制研究——基于互惠与认同视角下的理论构建及实证  

A Research on the Internalization Mechanism of Consumers' Brand Attitude through Consumers' Enterprise Association Based on Corporate Social Responsibility——The Theory Construction and Empirical Test from Reciprocity and Identity Theory's Perspective

作　　者：刘凤军[1] 李辉[2] 

机构地区：[1]中国人民大学商学院,北京100872 [2]中国人民公安大学公安管理学院,北京100038

出　　处：《中国软科学》2014年第3期99-118,共20页China Soft Science

基　　金：国家自然科学基金资助项目(71272153)

摘　　要：文章在企业社会责任背景下,借助社会认同理论和互惠理论,基于企业-消费者关系质量中各变量的不同类型,对消费者企业联想影响其品牌态度产生的多维内化机制进行深入分析和研究,并据此重构解释消费者对企业社会责任行为产生不同品牌态度的理论模型。利用多元回归模型以及多元得尔塔方法对本研究理论假设进行实证分析后发现:其一,消费者联想正向影响消费者品牌态度。其二,消费者企业联想正向影响企业-消费者关系质量。其三,企业-消费者关系质量对企业联想与消费者品牌态度之间的关系具有中介作用。其四,企业社会责任-企业能力信念对企业联想与企业-消费者关系质量的关系具有调节作用。其五,消费者-企业认同对企业联想与企业-消费者关系质量的关系具有部分调节作用。其六,认知内化路径决定消费者最终品牌态度的形成。此外,本研究对于解释企业社会责任"迷思"具有一定的理论贡献。Under the background of corporate social responsibility,with the aid of social identity theory and mutual benefit,based on the different types of variables in the enterprise-consumer relationship quality,this paper analyze the multidimensional in-depth mechanism of the effect which the consumer enterprise association has to their brand attitude. Besides,we reconstruct the theory model which explains the different attitude generated from corporate social responsibility behavior. Using multiple regression models and multiple delta method to do empirical analysis on the theoretical assumptions in this research,we get the following conclusions： Firstly,the consumer association has positive influence on consumer brand attitude. Secondly,consumers’ enterprise association has positive influence on enterprise-consumer relationship quality. Thirdly,the enterprise- consumer relationship quality plays an intermediary role on the relationship between enterprise association and the consumer’s brand attitude. Fourthly,the corporate social responsibility- enterprise ability belief plays a regulatory role on the relationship between enterprise association and enterprise- consumer relationship quality. Fifthly,consumers-enterprise identity has partial mechanism function to the relationship between enterprise association and enterprise-consumer relationship quality. Sixthly,cognitive internalization path can determine the formation of consumer’s brand attitude. In addition,this research has a certain theoretical contributions to explain the＂myth＂of CSR.

关 键 词：企业联想 企业-消费者关系质量 企业社会责任-企业能力信念 消费者-企业认同 品牌态度 

分 类 号：F752.67[经济管理—国际贸易]