好事是否要做到底:企业停止承担社会责任后公众的态度变化  

Are Good Deeds to Be Sustained? A Study on the Change of Consumers' Attitudes towards Firms after They Quit Social Responsibility

作　　者：朱华伟[1] 涂荣庭[2] 靳菲[1] 

机构地区：[1]武汉大学经济与管理学院 [2]深圳大学管理学院

出　　处：《南开管理评论》2014年第6期4-12,29,共10页Nankai Business Review

基　　金：国家自然科学基金(71002078)资助

摘　　要：企业社会责任方面的研究集中于探讨企业承担社会责任的正面影响,鲜有涉及企业停止承担社会责任的后果,致使学界和业界对企业社会责任的全面影响缺乏认识。本文通过三个研究,将触角延伸到企业停止承担社会责任的情形,从动态视角分析公众的态度变化。预研究通过论坛收集整理资料进行内容分析,提出研究问题。在此基础上,我们展开两个实证研究。研究一探究企业停止社会责任对公众态度的影响,以及不同方式对上述影响的调节作用。借鉴企业承担社会责任的方式分类,我们将企业停止承担社会责任的方式分为主动停止和被动停止。实验研究发现,企业承担社会责任虽然可以提高公众态度,但是停止承担社会责任又会降低公众态度,而且主动停止相对于被动停止的负面影响更大。因此,停止方式感知是影响公众态度的关键因素。随后,研究二探究企业如何影响公众对企业停止社会责任方式的感知。本研究引入一个重要的影响因素——企业承担社会责任的时间,并建立它对企业停止方式感知的作用机制。实验研究揭示,企业在停止前承担社会责任的时间越长,公众越相信企业是出于利他动机参与公益事业,进而推断企业更可能是被迫停止社会责任。本研究对企业社会责任的理论研究和管理实践均具有启示意义。Corporate social responsibility has its pros and cons. On the one hand, it can enhance consumers＇ attitude to the firms. On the other hand, it may be very costly as it requires a large amount of money or time investment. Hence, it is possible for firms to terminate social responsibility especially when they possess limited resources. Thus far, the literature in this area mainly focuses on the advantages of conducting social responsibility, with little attention to the consequences of terminating it. To fill this gap, we extend the research perspective from undertaking social responsibility to terminating it, with special emphasis on the change of consumer attitude to the firm. We conduct three studies to answer this question. In the pilot study, we focus on three recently occurred earthquakes in China, and collect consumer online comments on those firms who made donations in the first or second earthquakes, but reduced or stopped donation in later earthquakes. Through the content analysis of consumer comments, we found significant change of their attitude towards those firms who reduced or stopped donations. Based on that preliminary finding, we conduct two empirical studies. Study one investigated the impacts of quit manner on consumer attitude change towards the firm that quit social responsibility. Inspired by the literature, we classify the quit manner into passive quit and active quit. The results reveal that although consumers reduce their attitude towards those firms who quit social responsibility in general, they exhibit more favorable attitude towards those firms who quit passively than to those who quit actively. Therefore, the results of study one confirm the importance of quit manner. Study two goes further to examine one dominant of consumer perceptions of quit manner, namely time duration of the firm taking on social responsibility. The results indicate that the longer of time duration the firm took on social responsibility before quitting, the higher likelihood consumers conceive the firm quit pa

关 键 词：企业社会责任 停止方式 持续时间 动机归因 

分 类 号：F270[经济管理—企业管理]