企业社会责任匹配性何时对消费者品牌态度更重要——影响消费者归因的边界条件研究

发布时间：2019-03-27 08:31

【摘要】：本文运用Bootstrap法,基于归因理论与启发—系统式模型(HSM)对企业社会责任匹配性、社会事业亲和力、利他性归因与消费者品牌态度之间的关系进行了研究。结果发现,社会事业亲和力调节了功能匹配与形象匹配对利他性归因的影响,社会事业亲和力与形象匹配的强强联合更容易引起消费者的质疑,而功能匹配则相反;社会事业亲和力调节了社会责任匹配性通过利他性归因的中介作用对消费者品牌态度产生的影响,社会事业亲和力较高时,功能匹配条件下的中介作用更显著,而形象匹配则相反。
[Abstract]:Based on attribution theory and heuristic-system model (HSM), this paper studies the relationship between the matching of corporate social responsibility, the affinity of social cause, the attribution of altruism and the brand attitude of consumers by using Bootstrap method. The results show that the affinity of social cause regulates the influence of function matching and image matching on altruistic attribution, and the strong combination of social enterprise affinity and image matching is more likely to be questioned by consumers, while the function matching is opposite. The affinity of social cause regulates the effect of matching of social responsibility on consumers' brand attitude through the intermediary role of altruistic attribution. When the affinity of social enterprise is high, the intermediary effect under the condition of functional matching is more significant. Image matching is the opposite.
【作者单位】：吉林大学商学院战略与运营管理系;吉林大学商学院;
【基金】：国家社会科学基金项目(10BGL005) 教育部人文社会科学项目(09YJA630047)资助
【分类号】：F270;F224;F274

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