虚拟企业社会责任共创参与意愿的影响因素  

The influencing factors on the willingness to participate in virtual corporate social responsibility co-creation

作　　者：张洁梅 王昊 Zhang Jiemei;Wang Hao(Business School,Henan University,Kaifeng 475004,Henan,China)

机构地区：[1]河南大学商学院,河南开封475004

出　　处：《科研管理》2022年第8期90-99,共10页Science Research Management

基　　金：河南省高等学校智库研究项目:“数字赋能下河南企业社会责任价值共创演进机制研究”(GDXYZK4,2021.11—2022.11);河南大学哲学社会科学创新团队培育计划:“社会化媒体下虚拟社区消费者行为研究”(2019CXTD008,2019.01—2024.01);河南省教育科学规划重点课题:“社会需求视角的研究生培养模式创新研究”([2020]-JKGHZD-11,2020.01—2023.01);辽宁省社科重大项目:“法治化营商环境建设研究”(L21ZD005,2021.09—2023.09)。

摘　　要：随着数字化技术的蓬勃发展,越来越多的企业运用社交媒体吸引顾客参与企业社会责任,虚拟企业社会责任共创已成为企业履行社会责任的重要形式。本研究以顾客心理授权(选择权、知情权、影响力)为中介变量,探讨企业社会责任感知(利益感知、情感感知、期望一致性)对参与意愿的作用机理,并由实证分析得出利益感知通过选择权、知情权、影响力对参与意愿有显著正向影响;情感感知通过选择权、知情权对参与意愿有显著正向影响;期望一致性通过选择权、知情权、影响力对参与意愿有显著正向影响;企业声誉在利益感知与选择权、知情权中起到正向调节的作用;企业声誉仅在情感感知与选择权中起到正向调节的作用;企业声誉在期望一致性与选择权、知情权、影响力中起到正向调节的作用。本研究拓展了顾客心理授权理论的应用范围,进一步探索了企业社会责任感知到参与意愿的“黑箱”,并为虚拟企业社会责任共创的有效开展提供了重要启示。In the digital context, enterprises continue to explore new ways to fulfill their social responsibilities, and encourage consumers to contribute to solving social problems by building scenes with digital technology. Virtual Corporate Social Responsibility Co-Creation(VCSRC) refers to the endeavors by enterprises in social media like Micro-blogs and WeChat public accounts to attract and involve customers in activities that fulfill their corporate social responsibilities. It can establish brand image, publicize corporate culture, establish a stronger relationship between customers and enterprises, and bring more considerable financial performance to enterprises in the future. Only by deeply understanding the driving factors behind customer participation and attracting customers to join, can enterprises make better use of VCSRC to provide development power for enterprises. Compared with the single participation form of traditional corporate social responsibility, customers, in VCSRC, can understand the activity content based on internet information, form a preliminary judgment on the activity itself, and know their subjective initiatives, which will have an impact on the subsequent participation behaviors. Therefore, the division of different types of customers′ perception and the analysis of psychological activities brought by perception can provide new ideas for the effective implementation of VCSRC and create sustainable competitive advantages.At present, the research on VCSRC mainly involves the direct driving factors of customer participation and the performance brought by participation in co-creation. In the digital environment, many enterprises have endowed customers with more rights to know so as to enhance their sense of control in co-creation activities. This mediating role of customer psychological empowerment in corporate social responsibility perception on willingness to participate has not been explored in previous studies. Hence, it is of theoretical and practical significance to discuss the impact

关 键 词：企业社会责任感知 虚拟企业社会责任共创 顾客心理授权 参与意愿 

分 类 号：F270.7[经济管理—企业管理]