负面网络口碑情境下的企业社会责任行为对零售商品牌权益的影响

发布时间：2018-04-14 11:12

本文选题：社会责任行为 + 消费者—企业认同　；参考：《东北财经大学》2014年硕士论文

【摘要】：作为连接生产商与消费者的关键环节,零售商与消费者的关系最为密切,在保障消费者安全与权益方面起着重要作用。近些年来,社会责任行为受到企业的高度关注,90%的世界500强企业都会适时开展适当的社会责任活动,并积极主动地在其网站上公布近期的社会责任活动。很多大型零售企业也不例外,除了在官方网站公布近期的社会责任行为,沃尔玛、苏宁电器等大型零售企业还将社会责任纳入企业的战略规划,将社会责任活动以报告的方式公布给公众。企业社会责任行为不仅可以帮助企业树立积极的形象,提升品牌知名度和美誉度,还可以赋予企业独特的身份特征,帮助企业获得更多消费者的认同,改善消费者对企业的态度,提高购买意愿,并鼓励消费者做出一系列有利于企业的行为,比如抵制不利于企业的信息。然而,有些企业社会责任行为实践并未取得积极效果。实践表明,企业社会责任的实际投入与公众对企业社会责任水平的认知存在严重的不对等现象。汶川地震发生后,包括沃尔玛在内的多家企业陷入“捐款门”,企业积极履行社会责任却受到了公众的质疑。研究认为,消费者会对企业开展社会责任行为的动机进行思考,并根据对动机的归因做出评价。当消费者认为企业社会责任行为是为了增加企业利润或提高企业形象时,就会对企业做出负面评价,并减少与企业的联系；当消费者认为企业是为了增加社会福利、促进社会进步时,就会提高对企业的评价,并产生较高的认同感。由于企业赞助、善因营销不仅涉及到企业的社会目标,还与经济目标和营销目标相关联,而慈善捐赠旨在增加社会福利(Lii and Lee,2012)。因此,消费者更倾向于认为慈善捐赠行为是出于利他动机,而赞助行为和善因营销是为了实现一定的商业目的。当企业遭遇负面信息的影响时,消费者感知的CSR动机的影响尤其强烈。在危机情境下,企业的社会责任行为能够有效缓解负面事件的影响,这是由于社会责任行为能够形成道德资本。当出现企业遭遇负面信息时,企业的善意可以让消费者在不确定企业目的的情况下,做出对企业有益的选择,抵御负面信息对企业的影响(Godfrey et al,2009)。但是,根据折扣原理,当企业处于负面网络口碑的影响下时,消费者也有可能将企业社会责任行为归因为负面网络口碑,认为企业行为是为了应对负面网络口碑,是一种短期的敷衍的行为,并对企业做出消极的评价。目前的研究中,关于企业社会责任行为是如何通过消费者的信息加工进而对零售企业品牌权益产生作用的,还没有人进行系统的研究。并且,大多数关于企业社会责任行为的研究都是在常规情境下进行的,还没有研究探索在负面网络口碑影响下,企业社会责任行为是否能缓解负面影响。因此,本文在对国内外文献进行回顾的基础上,借鉴已有研究成果,以SOR理论为基础,构建了一个企业社会责任行为的影响模型,研究企业社会责任行为对零售商品牌权益的作用机制；以归因理论为依据,解释三种企业社会责任行为对零售商品牌权益的影响存在差异的原因；并将企业社会责任行为置于负面情境下,研究两种负面网络口碑对企业社会责任行为的调节作用,对零售企业的品牌建设具有重要意义。在此基础上,本文提出了研究假设,并设计了两个实验,通过实验法测量被试的不同反应。数据收集后,主要采用SPSS19.0统计工具,验证理论框架和研究假设。研究结果表明：(1)三种社会责任行为对消费者—企业认同的影响存在显著差异,慈善捐赠的积极影响大于企业赞助和善因营销;(2)消费者对三种社会责任行为的感知动机存在显著差异,慈善捐赠的利他动机显著高于企业赞助和善因营销,善因营销的利己动机显著高于企业赞助和慈善捐赠;(3)消费者感知的利己动机越强烈,消费者—企业认同程度越低,消费者感知的利他动机越强烈,消费者—企业认同程度越高：(4)消费者—企业认同对零售商品牌权益具有积极的正向影响；(5)企业社会责任行为对消费者感知的CSR动机的影响受到负面网络口碑的调节。在研究结果的基础上,本文提出了相应的管理建议,以帮助零售商选择恰当的社会责任行为,实现社会责任行为效用的最大化,提升零售商的品牌权益。最后,基于本文的研究局限性,本文讨论了未来研究的可行方向。
[Abstract]:As a key link between manufacturers and consumers , the relationship between retailers and consumers plays an important role in protecting consumers ' safety and interests . In recent years , social responsibility has been highly concerned by enterprises . In recent years , large retail enterprises such as Wal - Mart and Suning have put social responsibility into the strategic planning of enterprises .

However , there is no positive effect on the practice of social responsibility behavior in some enterprises . The practice shows that the actual investment of CSR and the public perception of corporate social responsibility level are seriously wrong . After the Wenchuan earthquake , many enterprises , including Wal - Mart , fall into the " donation gate " , and the enterprises actively fulfill the social responsibility .
When consumers believe that enterprises are to increase social welfare and promote social progress , they will improve the evaluation of enterprises and generate a higher sense of identity . Due to corporate sponsorship , good - cause marketing involves not only social objectives of enterprises but also economic objectives and marketing objectives , while charitable donations are designed to increase social welfare ( Lii and Lee , 2012 ) . Therefore , consumers tend to believe that charitable giving is motivated by profit , and sponsorship and good cause marketing are intended to achieve a certain business purpose .

When enterprises encounter negative information , the influence of CSR motivation is especially strong . In crisis situation , CSR behavior can effectively mitigate the negative events , which is because social responsibility behavior can form moral capital . When enterprises encounter negative information , the goodwill of the enterprises can make consumers choose the beneficial choice of enterprises without determining the purpose of the enterprise , and resist the influence of negative information on enterprises ( Godfather et al , 2009 ) . However , according to the principle of discount , when the enterprise is under the influence of negative network reputation , it is also possible for the consumer to attribute the corporate social responsibility behavior to the negative network reputation , and it is believed that the enterprise behavior is to deal with the negative network reputation , is a short - term application behavior , and makes negative evaluation to the enterprise .

In the current research , there is no systematic research on how the behavior of corporate social responsibility is influenced by the consumer ' s information processing and then the brand equity of retail enterprises .
Based on the theory of attribution , the reasons for the difference of the effect of three kinds of corporate social responsibility on the brand equity of the retailer are explained .
It is of great significance to study the regulation effect of two negative network words on corporate social responsibility behavior in the negative situation and to study the brand construction of retail enterprises .

The research results show that : ( 1 ) The three kinds of social responsibility behaviors have significant difference on the consumer - enterprise identity , and the profit motive of charity donation is higher than that of corporate sponsorship and charity donation ; ( 2 ) The higher the consumer - enterprise identity , the higher the consumer - enterprise identity , the higher the consumer - enterprise identity is : ( 4 ) the consumer - enterprise identity has positive positive influence on the brand equity of the retailer ;
( 5 ) The influence of CSR behavior on the CSR motivation perceived by consumers is regulated by negative network reputation . Based on the research results , this paper puts forward corresponding management suggestions to help retailers choose the right social responsibility behaviors , maximize the utility of social responsibility and promote the brand equity of retailers . Finally , based on the limitations of the study , this paper discusses the feasible directions of future research .

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.2;F270

【参考文献】