在线零售企业社会责任行为与消费者响应——基于中国背景的调节效应模型  

Online Retail Enterprises' Social Responsibility Behavior and Consumer Response:A Moderating Model in the Chinese Context

作　　者：沈鹏熠[1,2] 范秀成[1] 

机构地区：[1]复旦大学管理学院,上海200433 [2]华东交通大学经济管理学院,江西南昌330013

出　　处：《中国软科学》2016年第3期96-106,共11页China Soft Science

基　　金：国家自然科学基金项目"在线零售企业社会责任研究:测量维度;影响因素及消费者响应机制"(编号:71362002);教育部人文社会科学研究青年基金项目"B2C情境下在线零售商营销道德行为的消费者响应及其治理研究"(编号:13 YJC630130)

摘　　要：关于企业社会责任与消费者响应的关系还缺乏在在线零售情境中进行探索,针对这一议题,文章基于实验法分析了在线零售企业社会责任行为对消费者响应的影响效应及调节机制。实证结果显示,在线零售企业社会责任行为对消费者响应具有积极影响关系,并且这种关系还受到了消费者信任、消费者支持、消费者感知动机的调节作用。其中,当在线零售企业积极履行社会责任行为时,高信任或高支持消费者的响应程度要显著高于低信任或低支持消费者的响应程度;并且,对于感知利他动机的消费者而言,不论在线零售企业社会责任行为是积极或消极的,其响应程度都显著高于感知利己动机消费者的响应程度。本文的研究结论对进一步理解在线零售企业社会责任行为的消费者心理反应机制以及有效提升在线零售企业社会责任培育水平具有重要启示。The research of the relationship between corporate social responsibility and consumer response is lack of exploring in online retailing context. In order to solving this issue,this paper builds a moderating model which reflects the relationship between online retail enterprise social responsibility behavior and consumer response. The experimental results show that there is not just simple correlation relationship between them,and CSR-CA beliefs,CSR-support,consumer perceived motive have moderating effects on the relationship between online retail enterprise social responsibility behavior and consumer response. In other words,the consumers who have different psychological characteristics have different response to online retail enterprise social responsibility behavior. For the high CSR-CA beliefs or CSR-support of consumers,when online enterprise fulfills positively social responsibility,consumer response is more than that of low CSR-CA beliefs or CSR-support of consumers. In addition,regardless of the positive or negative online retail enterprise social responsibility behavior,consumer response of altruistic motive is more than that of selfinterest motive of consumers. Hence,this study is helpful to deeply understand the consumers＇ psychological reaction mechanism of online retail enterprise social responsibility behavior,and provides implication for the improvement of online retail enterprise social responsibility.

关 键 词：在线零售企业社会责任 消费者信任 消费者支持 感知动机 网络店铺形象 

分 类 号：F270[经济管理—企业管理]