平台型企业的社会责任治理能提升用户响应吗?——基于短视频平台的调查研究  

Can Social Responsibility Governance by Platform-based Enterprises Improve User Response?-An Investigation Based on Short Video Platforms

作　　者：王仙雅[1] 吴珍 WANG Xianya;WU Zhen(College of Economics and Management,Tianjin University of Science and Technology,Tianjin 300222,China)

机构地区：[1]天津科技大学经济与管理学院,天津300457

出　　处：《大连理工大学学报（社会科学版）》2024年第2期48-58,共11页Journal of Dalian University of Technology(Social Sciences)

基　　金：教育部人文社会科学项目“可持续价值导向下的平台企业社会责任治理及其价值实现机制研究”(23YJC630181);天津市哲学社会科学规划项目“融媒体环境下短视频平台型企业的社会责任及其生态化治理”(TJGL21-031)。

摘　　要：随着平台经济的崛起,平台型企业已成为社会经济发展的主力军,平台型企业的社会责任治理备受瞩目。基于SOR模型构建了平台型企业社会责任治理、用户内部心理响应与用户外部行为响应之间的理论模型,以短视频平台为研究对象,采用问卷调查法收集数据进行实证检验。研究发现:无论是对用户内部心理响应(满意度和认同度),还是对用户外部行为响应(持续使用意愿和社会责任参与意愿),贡献责任治理、合理责任治理和底线责任治理呈现出了由强到弱的正向影响程度,体现了3种责任的内涵和本质差异。并且,3种责任治理对认同度的影响均强于对满意度的影响,认同度对外部行为响应的影响也强于满意度对其的影响,揭示出反映长期心理承诺的认同度,相比反映短期心理认知的满意度,是更为关键的内部心理响应变量。另外,用户粘性能正向调节合理责任治理、贡献责任治理和社会责任参与意愿之间的关系。With the rise of platform economy,platform companies have become the main force of social and eco-nomic development,and its social responsibility governance is now under close scrutiny.Based on the SOR model,the theoretical model of social responsibility governance of platform companies,internal psychological response and external behavior response of users are constructed.Short video platforms are selected as the re-search object,questionnaires are used to collect data to empirically test the theoretical model.The study finds thatcontribution n responsibility governance,justification responsibility governance andbottom-line responsibility governance affect the users'internal psychological response(satisfaction and recognition)and the users'external behavior response(willingness to continue to use and willingness to participate in social respon-sibility),showing a positive impact that goes from strong to weak and reflecting the differences in the connota-tions and the essential nature of the three kinds of responsibilities.Furthermore,the influence of the three kinds of responsibility governance on recognition is stronger than that on satisfaction,and the influence of rec-ognition is also stronger than satisfaction on external behavior response.It has also revealed that recognition,which reflects long-term psychological commitment,is the more critical internal psychological response variable than satisfaction,which reflects short-term psychological perceptions.In addition,user engagement can posi-tively regulate the relationship between justification responsibility governance,contribution responsibility gov-ernance and willingness to participate in social responsibility.

关 键 词：平台型企业 社会责任治理 用户响应 用户粘性 

分 类 号：F270[经济管理—企业管理] G206[经济管理—国民经济]