产品伤害危机下CSR策略匹配度对购买意愿的影响——基于消费者怀疑的中介作用  

The Impact of CSR Compatibility on Purchase Intention in Product Harm Crisis——The Mediator Effect of Consumer Skepticism

作　　者：樊帅[1] 田志龙[2] FAN Shuai TIAN Zhi-long(Zhongnan University of Economics and Law, Wuhan, Hubei, 430079, China Huazhong University of Science and Technology, Wuhan, Hubei, 430074, China)

机构地区：[1]中南财经政法大学工商管理学院,湖北武汉430079 [2]华中科技大学管理学院,湖北武汉430074

出　　处：《经济管理》2017年第8期116-132,共17页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金青年项目"企业伪善行为的真伪边界与治理策略研究:基于消费者视角"(71602190);国家自然科学基金面上项目"品牌丑闻跨国非对称溢出效应研究:基于国家形象构成要素视角"(71572193);国家自然科学基金面上项目"企业对非市场诉求的战略性响应机制研究"(71572064)

摘　　要：已有关于企业社会责任的研究多聚焦于产品伤害危机下企业"做不做CSR(企业社会责任)",并主张危机企业能通过CSR活动修复受损的品牌形象,却鲜有考虑"如何做CSR"的问题。但现实却是企业若将CSR行为作为危机公关的"万灵药",可能招致消费者怀疑,危机反而"雪上加霜"。本文立足于中国社会环境,从消费者怀疑的视角出发,基于归因理论实证研究了危机下消费者感知企业CSR修复策略的心理机制和影响因素。研究发现,CSR修复行为的匹配度对消费者购买意愿有正向影响,其中消费者怀疑起中介作用,CSR历史起调节作用。研究结论补充了现有CSR理论及产品危机修复方面的研究,同时,对危机应对能力不够成熟的中国企业如何规避危机及"转危为安"具有一定理论价值及实践指导意义。Corporate social responsibility （CSR） is a popular topic in management today. More than ever be- fore, enterprises engage in CSR initiatives to make a positive contribution to society or maintain brand image and support their strategic goals. Especially in the study of product crisis, most scholars mainly discuss the problem that＂ enterprises should do CSR or not＂ after the product harm crisis. Enterprises original CSR behavior and positive impression can ease and dilute the adverse effects, and it has the insurance effect on enterprises. During the inci- dent, the enterprise can carry out CSR activities to repair and improve the brand image. It advocates ＂ one good turn deserves another＂. But the key problem is how to do CSR and its actual effect. In fact,if the enterprise always regards CSR activities as the panacea of crisis public relations, it is likely to incur suspicion which is one disaster after another. Consumer skepticism refers to the tendency that consumers doubt and distrust value proposition and motivation of enterprise. Skepticism is the focus of considerable research as a potential consumer response to adver- tising, promotion, and public relations. It is a kind of negative emotions and reactions of consumers, which brings huge negative effect to the enterprise. Some scholars suggest that effective CSR strategies often depend on reducing the negative impact rather than the accumulation of positive effects. From the perspective of consumer skepticism, this paper explores the consumer＇s psychological mechanism of the existing CSR strategies interpretation and feed- back in the product harm crisis based on the Chinese social environment. This study divids the behavior of enterpri- ses engaging in CSR strategies into two categories. One is associated with the product and the core business, and is a kind behavior with high CSR compatibility. The other isn＇t associated with the product and the core business or rarely associated with it, and is a kind behavior with low CSR compatibility.

关 键 词：产品伤害危机 CSR匹配度 消费者怀疑 CSR历史 

分 类 号：F270[经济管理—企业管理]