企业社会责任特征与消费者响应研究——兼论消费者-企业认同的中介调节效应  

A Study on the Relationship between Corporate Social Responsibility Characteristics and Consumer Response——Concurrently Discuss the Mediating and Moderating Effect of Consumer-company Identification

作　　者：李敬强[1] 刘凤军[2] 

机构地区：[1]北京物资学院商学院,北京101149 [2]中国人民大学商学院,北京100872

出　　处：《财经论丛》2017年第1期85-94,共10页Collected Essays on Finance and Economics

基　　金：国家自然科学基金项目(71272153)

摘　　要：文章突破已有文献局限于具体企业社会责任活动与消费者响应关系的研究,以社会认同理论为基础,理论建构与实证分析企业社会责任特征对消费者响应的作用机制。结果表明:企业社会责任特征是企业获得消费者认同的重要前置因素,对消费者品牌态度和购买意愿具有正向影响作用,且消费者-企业认同在企业社会责任与品牌态度、购买意愿之间起部分中介效应,企业社会责任特征经由消费者-企业认同内化过程产生的间接效应大于其直接效应,但消费者-企业认同的调节效应不显著,进而提出相应的管理建议与未来研究方向。Corporate social responsibility（ CSR） is a topic of ＂hot debate＂in the academic research world today. But the existing literature has been confined to the impact of the specific CSR activities on consumer attitudes and purchase intention,and not much study has been done on the composition of CSR characteristics. Based on the social identity theory,this paper tries to theoretically construct and empirically analyze the influence mechanism of CSR characteristics on consumer response. The results indicate that CSR characteristics is an important source which may generate consumer＇s identification with the corporate and has a positive effect on consumer＇s brand attitudes and purchase intention,that consumer-company identification plays a role of incomplete intermediaries in the relationship between the CSR characteristics and the consumer＇s brand attitudes and purchase intention,that the indirect effect of the CSR characteristics via consumers-company identification is greater than the direct effect,that the moderating effect of consumers-company identification is not significant. Managerial implications are presented along with avenues for further research.

关 键 词：企业社会责任 消费者-企业认同 品牌态度 购买意愿 

分 类 号：F272.5[经济管理—企业管理]