缓冲垫还是双刃剑:产品伤害危机下企业社会责任声誉的异质性效应  

Buffer or Double-Edged Sword: Heterogeneous Effect of Corporate Social Responsibility Reputation in Product-Harm Crises

作　　者：蔡玉程[1] 王汉瑛 邢红卫 Cai Yucheng;Wang Hanying;Xing Hongwei

机构地区：[1]吉林大学商学院,长春130012 [2]山西财经大学工商管理学院,太原030006 [3]山西大学管理与决策研究所,太原030006

出　　处：《南京社会科学》2020年第7期18-25,33,共9页Nanjing Journal of Social Sciences

基　　金：国家社科基金青年项目“基于公益众筹平台的共创型社会责任及治理策略研究”(19CGL023)的阶段性成果。

摘　　要：企业是社会治理体系的重要参与主体,企业的社会责任行为对促进社会治理现代化有积极的贡献。很多企业选择在产品伤害危机(PHC)前构建良好的企业社会责任(CSR)声誉以抵御风险,但对于该策略的有效性,理论和实践都呈现矛盾结论。对此,基于工具性利益相关者理论和期望违背理论,立足儒家文化,建立线性\非线性权变模型解析了异质性CSR声誉的异质作用以及集体主义导向的权变作用,从而调和了理论和实践中的矛盾观点。准实验和实验室实验结果表明:PHC下,商业(慈善)责任声誉与消费者宽恕呈倒U型(正向线性)关系;且消费者的集体主义导向越高,倒U型(正向线性)关系越强。研究揭示了商业(慈善)责任声誉的"双刃剑"("缓冲垫")作用,并诠释了消费者决策背后的文化因素,从而帮助危机企业制定高效的CSR声誉沟通策略。Enterprises are important participants in the social governance system.Corporate social responsibility(CSR)contributes positively to social governance.Many enterprises have chosen to build a good CSR reputation against risk of the product-harm crises(PHC).However,both theories and practices show contradictory conclusions about the effectiveness of this strategy.In order to reconcile the contradictory views,we build a linear or nonlinear contingency model in Confucian culture based on instrumental stakeholder theory and expectancy-disconfirmation theory to analyse the heterogeneous effect of heterogeneous CSR reputation and further the contingency effect of collectivistic orientation.Quasi experiments and laboratory experiments show that business responsibility reputation has an inverse curvilinear U-shaped relationship with consumer forgiveness,while philanthropic responsibility reputation has a positive linear relationship with consumer forgiveness.Further,the inverted u-shaped and positive linear relationship are both stronger when consumers have high collectivistic orientation.These findings highlight the double-edged effect of business responsibility reputation and the buffer effect of philanthropic responsibility reputation,in addition,the cultural factors behind consumers’decision-making.Ultimately,it is helpful to develop effective CSR reputation communication strategies for enterprises in PHC.

关 键 词：产品伤害危机 商业责任声誉 慈善责任声誉 消费者宽恕 集体主义导向 

分 类 号：F272[经济管理—企业管理]