基于消费者预期的在线零售企业社会责任行为研究——量表开发与验证  

A Study on the Social Responsibility Behavior of Online Retail Enterprises Based on Consumer Expectation： Scale Development and Validation

作　　者：沈鹏熠[1] 

机构地区：[1]华东交通大学经济管理学院,江西南昌330013

出　　处：《复印报刊资料（市场营销）》2016年第12期22-28,共7页

基　　金：国家自然科学基金资助项目（71362002）;教育部人文社会科学研究青年基金项目（13YJC630130）;江西省科技厅软科学研究计戈I项目（20161BBA10060）.

摘　　要：通过文献回顾、访谈、预试和大样本调查，从消费者预期视角对我国在线零售企业社会责任行为的维度结构和测量量表进行实证研究。其中，运用筛选条目和预测试等程序初步确定在线零售企业社会责任行为的测量量表，并经由探索性因子分析与验证性因子分析发现，消费者预期的在线零售企业社会责任行为包括经济责任、消费者责任、员工责任、法律责任、公益慈善责任五个维度，其测量量表具有良好信度和效度。结果还显示，消费者最看重在线零售企业承担消费者责任，其次才是法律责任、员工责任、公益慈善责任，相对不看重经济责任。另外，不同性别、年龄、受教育程度、网购频率的消费者所预期的在线零售企业社会责任行为存在差异。Based on literature review, interview, pilot study and large sample survey, this paper empirically analyzes the structure of China＇s online retailer enterprises＂ social responsibility behavior from consumer expectation＇s perspective. Through selecting items and pilot study, the measurement scale of online retail enterprises＂ social responsibility behavior is preliminarily established. At the same time, exploratory factor analysis and confirmatory factor analysis show that online retail enterprises＂ social responsibility behavior is a five-factor structure comprised of economic responsibility, consumer responsibility, employee responsibility, legal responsibility and charitable responsibility, and its measurement scale has good reliability and validity. The results also show that consumers are more concerned about consumer responsibility, next is legal responsibility, employee responsibility and charitable responsibility, but economic responsibility has not gained sufficient attention. In addition, consumers＂ gender, age, education degree and online shopping frequency have different impacts on online retail enterprises＂ social responsibility behavior.

关 键 词：在线零售商 企业社会责任 消费者预期 测量量表 

分 类 号：F270[经济管理—企业管理]