人工智能方式的企业社会责任对品牌评价的影响  

Impact of Corporate Social Responsibility based on Artificial Intelligence on Brand Evaluation

作　　者：高云燕 田敏[1] 韩庆一 王梦洁 GAO Yunyan;TIAN Min;HAN Qingyi;WANG Mengjie(School of Economics and Management,Xi’an Technological University,Xi’an 710021,China)

机构地区：[1]西安工业大学经济管理学院,西安710021

出　　处：《西安工业大学学报》2023年第3期295-302,共8页Journal of Xi’an Technological University

基　　金：陕西省科技厅自然科学基础研究项目(2023 JC YB 612);陕西省社科规划项目(2022R042);陕西省教育厅一般专项项目(21JK0193)。

摘　　要：为探究企业使用不同的人工智能(Artificial Intelligence,AI)技术履行企业社会责任(Corporate Social Responsibility,CSR)对消费者品牌评价的影响,通过实验研究,检验使用数据收集、消费者分类、代理决策和社交等4种AI技术履行CSR对消费者品牌评价的影响。研究结果表明:在4种AI技术中,CSR对消费者品牌评价的影响存在显著差异,消费者企业认同(Consumer Corporate Identity,CCI)在企业履行CSR行为对消费者品牌评价的影响中具有完全中介效应,社会认知在基于AI技术的CSR对使用意愿和品牌忠诚的影响中具有正向调节作用,研究结论对企业进行CSR行为决策提供了策略性专业建议。The study is intended to investigate the impact on consumer brand evaluation of the corporate social responsibility(CSR)that enterprises fulfill by using four artificial intelligence(AI)technologies data collection,consumer classification,agency decision making and social networking.Experimental research shows that the CSR performed by different AI technologies has significantly different influence on consumer brand evaluation.Consumer Corporate Identity(CCI)plays a fully mediating role in the influence of CSR performance on consumer brand evaluations.Social cognition has a positive regulatory role to play in the impact of CSR based on AI technology on use intention and brand loyalty.The conclusion reached in this study will provide strategic suggestions for enterprises to make CSR behavior decisions.

关 键 词：企业社会责任 品牌评价 人工智能 社会认知 

分 类 号：F272.3[经济管理—企业管理]