企业社会责任负面信息披露度对消费者口碑推荐的影响  

The Impact of Negative Corporate Social Responsibility Information Disclosure on Consumer Word-of-mouth Recommendations

作　　者：杨伯儒 周冰倩 聂元昆[1] YANG Bo-ru;ZHOU Bing-qian;NIE Yuan-kun

机构地区：[1]云南财经大学商学院 [2]湖南大学工商管理学院

出　　处：《科学决策》2024年第9期66-79,共14页Scientific Decision Making

基　　金：国家自然科学基金项目(71662036)。

摘　　要：随着数智化时代的到来,由于数字技术的发展和传播,企业与消费者之间联系的纽带发生根本性转变。消费者对企业社会责任负面信息披露程度的获取方式、产生联想、行为差异将表现出极大的不同。本文基于归因理论,从心理所有权视角,验证了在消费者心理所有权高、低不同的条件下,企业社会责任负面信息高披露度对消费者企业形象感知和口碑推荐意愿的影响。研究结果显示,对于高心理所有权的消费者,企业社会责任负面信息披露程度越高,消费者对企业形象感知越正面,进而口碑推荐意愿也越积极。其中,企业形象感知在企业社会责任负面信息高披露度对消费者口碑推荐意愿的影响中发挥中介作用;同时,心理所有权和道德认同的调节作用。本文的研究结论有助于拓展企业形象感知和心理所有权理论在消费市场中的理论框架,同时为企业处理社会责任负面信息提供实践指导。With the advent of the age of digital intelligence,driven by the development and dissemination of digital technology,the link between enterprises and consumers has undergone a fundamental shift.Consumers now show significant differences in how they access,form associations with,and respond to in the negative CSR disclosure.Based on attribution theory and from the perspective of psychological ownership,this paper examines the impact of varying levels of negative CSR information disclosure on consumers’perceptions of corporate image and their willingness to recommend under conditions of high and low psychological ownership.The results show that for consumers with high psychological ownership,the higher the level of negative CSR information disclosure,the more positive their perception of the corporate image,leading to a stronger willingness to recommend.Moreover,corporate image perception plays a mediating role in the impact of high CSR negative information disclosure on consumers’willingness to recommend.Additionally,psychological ownership and moral identity have a moderating effect.The conclusions of this study contribute to expanding the theoretical framework of corporate image perception and psychological ownership in the consumer market,while also offering practical guidance for enterprises on how to manage negative CSR information.

关 键 词：企业社会责任负面信息 高披露度 企业形象 口碑推荐 

分 类 号：C93[经济管理—管理学]