消费者社会责任消费行为对企业社会责任行为响应的影响  

Research on the Impact of Socially Responsible Consumption Behavior on Consumers' Response to CSR

作　　者：黄光[1] 夏文静[2] 周延风[2] 

机构地区：[1]广东财经大学财政税务学院,广东广州510320 [2]中山大学管理学院,广东广州510275

出　　处：《广东财经大学学报》2014年第6期43-52,共10页Journal of Guangdong University of Finance & Economics

基　　金：国家自然科学基金项目(71372153);教育部人文社科基金项目(13YJA630147)

摘　　要：基于组织认同和企业声誉理论,从个体消费行为差异视角揭示不同消费者企业社会责任响应的机制和内在过程。结果表明:企业社会责任对消费者的企业认同感和企业声誉有积极影响,进而对消费者的口碑宣传和抵制负面消息的意向有积极影响;消费者因企业社会责任活动而产生的消费者—企业认同感会受其自身社会责任消费行为的调节;消费者—企业认同和企业声誉分别中介了社会责任消费行为程度高、低两类消费者的企业社会责任响应。企业应辩识重视社会责任的消费者,开展有针对性的营销活动。This research investigates the mechanism of consumers＇ response to CSR in the perspective of social responsible consumption behavior based on the theory of identification and reputation. It finds that CSR has a positive effect on C-C identification and corporate reputation, and then on consumers＇ response of word of mouth and resilience to a company＇s negative information; the C-C identification aroused by CSR is moderated by SRCB; for the high SRCB consumers but not the low SRCB ones, C-C identification mediates their response to CSR, but for the low SRCB consumers, corporate reputation serves as a mediator. This research shows that enterprises need to indentify the consumers who care about social responsibility, and then conduct corresponding marketing efforts on them.

关 键 词：企业社会责任 社会责任消费行为 消费者—企业认同 企业声誉 组织认同 

分 类 号：F713.55[经济管理—市场营销] F270[经济管理—产业经济]