消费者感知的传媒企业社会责任对消费者行为的影响
发布时间：2019-01-05 07:38
【摘要】：21世纪以来,我国的文化产业发展迅速,创造了很多优秀的精神文化产品。作为文化企业中社会文化的建设者和传播者,传媒企业更是在文化产业整体大发展、大繁荣的趋势下,迅猛发展。很多有代表性的传媒业大集团出现,给人民的精神文化生活带来了更多的营养,并且在很大程度上助推了社会主义精神文明建设的发展。但与此同时,很多传媒企业盲目追求经济利益,向社会传递虚假信息、出产一些哗众取宠、低俗的文化产品,给消费者的精神世界造成极大污染。因此,有必要研究传媒企业的社会责任,呼吁传媒企业注重建立具有战略性的社会责任体系,促进我国文化产业进一步的大发展、大繁荣。通过梳理企业社会责任方面的相关研究,发现目前对传媒企业的社会责任研究较为浅显,并且研究方法较为单一,在学术研究方面还具有很大的提升空间。本文应用扎根理论的质性研究方法,对42位受访者进行半结构化的访谈,收集到近600多条原始语句信息,然后对这些原始语句信息进行扎根理论的三级编码分析,提炼出中国情境下传媒企业社会责任的消费者感知维度,以及对消费者行为的影响路径。研究发现,消费者感知的传媒企业社会责任主要有文化责任、环境责任、公益责任、传播事实及企业社会责任期望；这些感知因素会使消费者产生企业认同,进而影响消费者的行为；同时外部的环境因素(例如口碑、第三方信息披露、社会文化环境),会对消费者的感知产生影响,并且也影响着消费者的行为；涉入程度在感知维度和外部影响因素对消费者的行为影响路径中起着调节作用；责任消费意识在企业认同与消费者行为的作用路径中也起着调节作用。本文对传媒企业社会责任的研究,弥补了目前学术界对传媒企业社会责任研究的缺失,并区别于以往的研究方法,采用扎根理论的质性研究方法,从消费者感知的视角,揭示传媒企业社会责任的维度及其对消费者行为的影响。以往针对企业社会责任的研究偏重于生产型企业,本文则开辟了企业社会责任研究新的方向,为以后传媒企业社会责任的研究,乃至其他文化企业社会责任的研究提供了理论借鉴。同时,扎根理论质性研究方法的探索性使用,也使得本文的研究更贴近现实情况,构建出的模型也更具现实指导意义。消费者视角下的传媒企业社会责任维度及对消费者行为的影响路径,能够警醒我国传媒企业建立企业社会责任战略的重要性,为我国传媒企业制定企业社会责任战略提供理论依据,促进我国传媒企业向着更加健康、活力的方向发展。
[Abstract]:Since the 21 st century, China's cultural industry has developed rapidly and created many excellent spiritual and cultural products. As the constructor and communicator of social culture in cultural enterprises, media enterprises are developing rapidly in the overall development and prosperity of cultural industry. The emergence of many representative mass media groups has brought more nutrition to the people's spiritual and cultural life, and to a large extent has contributed to the development of socialist spiritual civilization. But at the same time, many media enterprises blindly pursue economic interests, transmit false information to the society, produce some vulgar and vulgar cultural products, and cause great pollution to the spiritual world of consumers. Therefore, it is necessary to study the social responsibility of the media enterprises, and call on the media enterprises to pay attention to the establishment of a strategic social responsibility system to promote the further development and prosperity of our cultural industry. Through combing the related research on corporate social responsibility, it is found that the current research on social responsibility of media enterprises is relatively simple, and the research method is relatively single, and there is a great room for improvement in academic research. In this paper, 42 interviewees were interviewed semi-structurally with the qualitative research method of rooted theory, and more than 600 original sentence information were collected, then the original sentence information was analyzed by three-level coding based on rooted theory. This paper abstracts the consumer perception dimension of media corporate social responsibility in Chinese context, as well as the influence path to consumer behavior. It is found that consumer perceived media corporate social responsibility mainly includes cultural responsibility, environmental responsibility, public welfare responsibility, dissemination of facts and corporate social responsibility expectations; These perceptual factors will make the consumer identify with the enterprise and then affect the consumer's behavior. At the same time, external environmental factors (such as word of mouth, third-party information disclosure, social and cultural environment) will have an impact on consumer perception, and also affect consumer behavior; The degree of involvement plays a regulatory role in the perception dimension and the external influence factors on the path of consumer behavior, and the responsibility consumption consciousness also plays a regulatory role in the path of corporate identity and consumer behavior. The research of media corporate social responsibility in this paper makes up for the lack of the current academic research on media corporate social responsibility, and is different from the previous research methods, adopting the qualitative research method of rooted theory, from the perspective of consumer perception. To reveal the dimension of media corporate social responsibility and its impact on consumer behavior. In the past, the research on corporate social responsibility has focused on the productive enterprises, while this paper has opened up a new direction for the study of corporate social responsibility of the media in the future. Even other cultural corporate social responsibility research provides a theoretical reference. At the same time, the exploratory use of the theoretical qualitative research method makes the research of this paper more close to the reality, and the model is also more practical guiding significance. The dimension of media corporate social responsibility and its influence on consumer behavior from the consumer perspective can wake up the importance of establishing corporate social responsibility strategy for Chinese media enterprises. It provides a theoretical basis for Chinese media enterprises to formulate corporate social responsibility strategy, and promotes the development of Chinese media enterprises towards a more healthy and dynamic direction.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F;F270;F713.55
本文编号：2401481
[Abstract]:Since the 21 st century, China's cultural industry has developed rapidly and created many excellent spiritual and cultural products. As the constructor and communicator of social culture in cultural enterprises, media enterprises are developing rapidly in the overall development and prosperity of cultural industry. The emergence of many representative mass media groups has brought more nutrition to the people's spiritual and cultural life, and to a large extent has contributed to the development of socialist spiritual civilization. But at the same time, many media enterprises blindly pursue economic interests, transmit false information to the society, produce some vulgar and vulgar cultural products, and cause great pollution to the spiritual world of consumers. Therefore, it is necessary to study the social responsibility of the media enterprises, and call on the media enterprises to pay attention to the establishment of a strategic social responsibility system to promote the further development and prosperity of our cultural industry. Through combing the related research on corporate social responsibility, it is found that the current research on social responsibility of media enterprises is relatively simple, and the research method is relatively single, and there is a great room for improvement in academic research. In this paper, 42 interviewees were interviewed semi-structurally with the qualitative research method of rooted theory, and more than 600 original sentence information were collected, then the original sentence information was analyzed by three-level coding based on rooted theory. This paper abstracts the consumer perception dimension of media corporate social responsibility in Chinese context, as well as the influence path to consumer behavior. It is found that consumer perceived media corporate social responsibility mainly includes cultural responsibility, environmental responsibility, public welfare responsibility, dissemination of facts and corporate social responsibility expectations; These perceptual factors will make the consumer identify with the enterprise and then affect the consumer's behavior. At the same time, external environmental factors (such as word of mouth, third-party information disclosure, social and cultural environment) will have an impact on consumer perception, and also affect consumer behavior; The degree of involvement plays a regulatory role in the perception dimension and the external influence factors on the path of consumer behavior, and the responsibility consumption consciousness also plays a regulatory role in the path of corporate identity and consumer behavior. The research of media corporate social responsibility in this paper makes up for the lack of the current academic research on media corporate social responsibility, and is different from the previous research methods, adopting the qualitative research method of rooted theory, from the perspective of consumer perception. To reveal the dimension of media corporate social responsibility and its impact on consumer behavior. In the past, the research on corporate social responsibility has focused on the productive enterprises, while this paper has opened up a new direction for the study of corporate social responsibility of the media in the future. Even other cultural corporate social responsibility research provides a theoretical reference. At the same time, the exploratory use of the theoretical qualitative research method makes the research of this paper more close to the reality, and the model is also more practical guiding significance. The dimension of media corporate social responsibility and its influence on consumer behavior from the consumer perspective can wake up the importance of establishing corporate social responsibility strategy for Chinese media enterprises. It provides a theoretical basis for Chinese media enterprises to formulate corporate social responsibility strategy, and promotes the development of Chinese media enterprises towards a more healthy and dynamic direction.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F;F270;F713.55
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