平台企业社会责任治理沟通效果影响因素分析  

Factors Influencing Communication Effectiveness in Platform Enterprise Social Responsibility Governance

作　　者：马颖[1] 吴俣淇 黄娇连 MA Ying;WU Yu-qi;HUANG Jiao-lian(School of Management,Wuhan University of Technology,Wuhan 430070,Hubei,China)

机构地区：[1]武汉理工大学管理学院,武汉430070

出　　处：《武汉理工大学学报（社会科学版）》2024年第3期80-92,共13页Journal of Wuhan University of Technology:Social Sciences Edition

基　　金：教育部人文社科规划基金项目(23YJAZH098)。

摘　　要：在数字化时代背景下,随着新兴商业模式中平台企业的快速崛起,对经济、社会和环境等多个领域产生了深远的影响。数字化时代也赋予了社会责任治理新的维度和挑战,研究平台企业社会责任治理变得日益重要。沟通是社会责任治理中至关重要的一环,良好的沟通效果能够提高平台企业的社会形象和声誉,进而增强顾客的信任和忠诚度。文章以信息沟通理论和归因理论为基础,构建了在沟通过程中不同因素对沟通效果影响的模型,通过网络在线问卷调查,运用结构方程模型进行实证研究。研究结果表明,意见领袖、信息质量对利益相关者认知有显著正向影响,利益相关者认知、平台回应时效、平台回应信息量、渠道开放性和多样性对沟通效果有正向影响,而企业治理结构对利益相关者认知无显著正向影响。As an emerging business model,platform enterprises have rapidly grown and brought profound impacts on various aspects of the economy,society,and the environment.With the continuous elevation of corporate social responsibility in society,the study of platform enterprise social responsibility governance has become increasingly important.Communication plays a crucial role in social responsibility governance,as its effectiveness can enhance the platform enterprise’s social image and reputation,thereby strengthening customer trust and loyalty.Based on the information communication theory and attribution theory,this paper constructed a model that examined the impact of different factors on communication effectiveness during the communication process.Utilizing an online questionnaire survey,an empirical research was conducted with structural equation modeling.The research findings indicate that opinion leaders and information quality significantly influence stakeholders’perceptions.Moreover,stakeholders’perceptions,platform response timeliness,platform response information quantity,channel openness,and diversity all positively impact communication effectiveness.However,there is no significant positive impact of corporate governance structure on stakeholders’perceptions.

关 键 词：社会责任治理 沟通效果 结构方程模型 

分 类 号：F270[经济管理—企业管理] F272-06[经济管理—国民经济]