奢侈品企业社会责任行为对消费者态度的影响——基于奢侈品特点及消费者类型的分析  

Influence of Corporate Social Responsibility of Luxury Enterprises on Consumers＇ Attitudes： Based on Characteristics of Luxury Products and Consumer Types

作　　者：田敏[1,2] 李纯青[1] 陈艺妮[1] 

机构地区：[1]西安工业大学经济管理学院,陕西西安710021 [2]美国密苏里科技大学管理与信息技术系

出　　处：《复印报刊资料（市场营销）》2016年第11期34-40,共7页

基　　金：国家自然科学青年基金项目（71502133）;陕西省科技厅自然基金青年人才项目（2013JQ9006）;陕西省社会科学基金项目（2015R018）.

摘　　要：随着奢侈品消费的逐渐升温，消费者对奢侈品企业越来越关注，企业期望开展各种社会责任活动塑造良好形象，然而奢侈品的品牌概念与企业社会责任理念不相匹配，阻碍了企业这种营销努力的效果。因此，奢侈品企业是否适合开展企业社会责任活动是营销学界争议的热点问题。通过实验研究的方法，以奢侈品企业作为研究对象，构建了奢侈品企业社会责任行为对消费者态度影响的概念模型，分析了企业社会责任行为方式、奢侈品特点和消费者类型对消费者态度产生的影响差异。结果表明，企业社会责任行为方式、奢侈品稀缺性以及奢侈品的持久性对消费者态度造成不同程度的影响。奢侈品企业采取慈善行为，消费者的正向态度会更高；相对于短暂型奢侈品，消费者对持久型奢侈品的正向态度更显著；奢侈品越稀缺越持久，对该企业社会责任行为与消费者态度之间的关系越具有提升作用。Based on luxury company as the research object using experiment method, the conceptual model of, corporation social responsibility of luxury company influence the consumer attitude is constructed in this study. The differences of customer attitude which is caused by the different activities of corporation social responsibility, the characters of luxury and the type of consumer are analyzed. The results show that the different kind of corporation social responsibility activities, the scarcity of luxury and the enduring luxury have different level of influence on customer attitude. Philanthropy activity leads to more positive customer attitude than business practices, and when the luxury is enduring, there is more positive customer attitude than the ephemeral luxury. The moderating effect of scarcity and enduring to the relation between the corporation social responsibility and customer attitude is verified. The scarcity and enduring luxury enhance the influence of corporation social responsibility on positive customer attitude.

关 键 词：企业社会责任 奢侈品 稀缺性 

分 类 号：F270[经济管理—企业管理]