企业自我揭露危机信息、心理契约违背与消费者抵制--基于伪善视角的研究  

Corporate Stealing Thunder,Psychological Contract Violation and Consumer Boycott--A Study Based on the Perspective of Corporate Hypocrisy

作　　者：刘新韬 邓新明[1] Liu Xintao;Deng Xinming(Economics and Management School,Wuhan University)

机构地区：[1]武汉大学经济与管理学院

出　　处：《营销科学学报》2024年第4期112-131,共20页Journal of Marketing Science

基　　金：国家自然科学基金面上项目(编号:72172106;71872132)的资助。

摘　　要：企业伪善已经成为典型的企业危机事件,但是企业应该如何降低企业伪善带来的负面影响则鲜有研究涉及。我们通过三项层层递进的研究,回答了自我揭露危机信息是否可以减少企业伪善造成的负面影响,并揭示了其中的影响机制及可能的边界条件。研究一发现,自我揭露危机信息可以显著减少消费者因企业伪善而产生的抵制行为,同时企业伪善类型具有调节作用,即道德伪善危机下,自我揭露危机信息没有显著效果;行为伪善危机下,自我揭露危机信息有显著效果。研究二发现,心理契约违背在自我揭露危机信息策略与企业伪善类型交互影响消费者抵制的过程中起到了中介作用。研究三发现,企业的CSR历史是自我揭露危机信息策略与企业伪善类型交互影响消费者抵制的边界条件,即在某一领域内具有较长CSR历史的企业,在此领域无论什么类型的企业伪善危机,自我揭露危机信息策略均有显著效果;CSR历史较短的企业,自我揭露危机信息策略只会在行为伪善危机下发挥作用。本文深化和拓展了企业伪善领域的研究,丰富了自我揭露危机信息策略的应用范围及条件,同时也为企业妥善处理企业伪善危机、正确履行社会责任提供了重要的管理启示。Corporate hypocrisy has become a typical corporate crisis event,but there is little research on how enterprises should take measures to reduce the negative impact of corporate hypocrisy Through three successive experimental studies,this paper answers the question of whether stealing thunder(that is,enterprises disclose crisis information themselves)can reduce the negative impact of corporate hypocrisy,and reveals the influence mechanism and possible boundary conditions In the first study,it is found that stealing thunder can significantly reduce consumer boycotts caused by corporate hypocrisy,and the type of corporate hypocrisy plays a moderating role Specifically,under a moral hypocrisy crisis,stealing thunder has no significant effect,while under a behavioral hypocrisy crisis,stealing thunder has a significant effect In the second study,it is found that psychological contract violation plays a mediating role in the interactive impact process between stealing thunder and corporate hypocrisy type on consumer boycotts In the third study,it is found that the CSR history of enterprises serves as a boundary condition for the interactive impact process between stealing thunder and corporate hypocrisy type on consumer boycotts For enterprises with a long CSR history in a certain field,regardless of the type of corporate hypocrisy crisis they face in this field,stealing thunder has a significant effect For enterprises with a short CSR history,stealing thunder will only play a role in a behavioral hypocrisy crisis This paper deepens and expands research in the field of corporate hypocrisy,and enriches the scope and conditions for the application of stealing thunder At the same time,it also provides important management enlightenment for enterprises to properly deal with a crisis of corporate hypocrisy and correctly fulfill their social responsibilities.

关 键 词：企业伪善 自我揭露危机信息 消费者抵制 心理契约违背 CSR历史 

分 类 号：F270[经济管理—企业管理] F274[经济管理—国民经济] F272.3