企业社会责任缺失情境下修复策略 对消费者品牌信任变化的影响  

The Mechanism of Repair Strategy on the Change of Consumer Brand Trust in Corporate Social Irresponsibility Situation

作　　者：张宏[1] 王宇婷 ZHANG Hong;WANG Yuting(Zhejiang Sci-Tech University,Hangzhou,China)

机构地区：[1]浙江理工大学经济管理学院

出　　处：《管理学报》2022年第7期1056-1063,共8页Chinese Journal of Management

基　　金：国家社会科学基金资助重大项目(19ZDA122);杭州市哲学社会科学规划课题基地资助项目(2022JD41)。

摘　　要：企业社会责任缺失(CSIR)行为的市场性惩戒主要体现在消费者反应上。基于归因理论,采用情境模拟实验法,考察CSIR情境下消费者品牌信任的变化,并探讨稳定性归因和修复策略的联合调节效应,以及CSIR类型与修复策略的匹配效应。研究表明:CSIR显著抑制消费者品牌信任,与价值观型CSIR相比,绩效型CSIR导致的消费者品牌信任负向变化更大;稳定性归因在CSIR对消费者品牌信任的影响中起正向调节作用,消费者归因越稳定,CSIR导致的品牌信任负向变化越大;CSIR、稳定性归因和修复策略的三重交互作用显著,和解策略与不稳定归因的协同能够极大弱化绩效型及价值观型CSIR对消费者品牌信任的负向影响。The market punishment for corporate social irresponsibility(CSIR)behavior is mainly reflected in the consumer reaction.Based on attribution theory,this study investigates the changes of consumer brand trust in CSIR situation,and discusses the joint moderating effects of stability attribution and repair strategy,as well as the matching effect of CSIR type and repair strategy by using the scenario simulation experiment method.The results show that CSIR significantly inhibits consumer brand trust,compared with value-based CSIR,performance-based CSIR leads to more negative changes in consumer brand trust.Stability attribution plays a positive moderating role in the influence of CSIR on consumer brand trust,the more stable consumer attribution is,the greater the negative change of brand trust will be caused by CSIR.The triple interaction among CSIR,stability attribution and corporate repair strategy is significant,and the synergy between reconciliation strategy and unstable attribution can greatly alleviate the negative impacts of performance-based and value-based CSIR on consumer brand trust.

关 键 词：企业社会责任缺失 消费者品牌信任 修复策略 稳定性归因 

分 类 号：C93[经济管理—管理学]