|
|
Modern Management 2025
产品伤害危机后企业社会责任契合度对消费者支持意愿的影响
|
Abstract:
在当前市场环境中，产品伤害危机频繁发生，对企业和消费者都造成了一定甚至不可挽回的负面影响。本研究在产品伤害危机中，基于SOR模型构建企业社会责任契合度与消费者支持意愿之间关系的概念模型，通过调查问卷收集数据，研究企业社会责任契合度对消费者支持意愿的影响，以及感知信任和感知风险在其中的中介作用。研究结果表明，在产品伤害危机情境下，企业社会责任契合度对消费者支持意愿具有显著正向影响；感知信任和感知风险在企业社会责任契合度对消费者支持意愿中起中介作用。
In the current market environment, product injury crisis occurs frequently, which has a certain or even irreversible negative impact on enterprises and consumers. In the product injury crisis, this study built a conceptual model of the relationship between CSR fit and consumers’ willingness to support based on SOR model, collected data through questionnaires, and studied the impact of CSR fit on consumers’ willingness to support, as well as the mediating role of perceived trust and perceived risk. The results show that in the context of product injury crisis, CSR fit has a significant positive impact on consumers’ willingness to support; Perceived trust and perceived risk play a mediating role between CSR fit and consumer support intention.
| [1] | 白琳, 高洁. “私”之不存, “公”将焉附?——产品伤害危机后CSR策略的修复机理研究[J]. 珞珈管理评论, 2023(4): 112-133. |
| [2] | Coombs, W.T. (2007) Protecting Organization Reputations during a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10, 163-176. https://doi.org/10.1057/palgrave.crr.1550049 |
| [3] | Ham, C. and Kim, J. (2017) The Role of CSR in Crises: Integration of Situational Crisis Communication Theory and the Persuasion Knowledge Model. Journal of Business Ethics, 158, 353-372. https://doi.org/10.1007/s10551-017-3706-0 |
| [4] | Kim, J., Oh, H.J. and Ham, C. (2021) The Impact of the CSR-Embedded Crisis Response: The Role of Values Congruence between Leadership Styles and CSR Motives. Management Communication Quarterly, 36, 92-123. https://doi.org/10.1177/08933189211025322 |
| [5] | Ozdora Aksak, E., Ferguson, M.A. and Atakan Duman, S. (2016) Corporate Social Responsibility and CSR Fit as Predictors of Corporate Reputation: A Global Perspective. Public Relations Review, 42, 79-81. https://doi.org/10.1016/j.pubrev.2015.11.004 |
| [6] | Yoon, Y., Gürhan‐Canli, Z. and Schwarz, N. (2006) The Effect of Corporate Social Responsibility (CSR) Activities on Companies with Bad Reputations. Journal of Consumer Psychology, 16, 377-390. https://doi.org/10.1207/s15327663jcp1604_9 |
| [7] | Fandos-Roig, J.C., Sánchez-García, J., Tena-Monferrer, S. and Callarisa-Fiol, L.J. (2020) Does CSR Help to Retain Customers in a Service Company? Sustainability, 13, Article 300. https://doi.org/10.3390/su13010300 |
| [8] | e Silva, S.C., Duarte, P., Machado, J.C. and Martins, C. (2019) Cause-Related Marketing in Online Environment: The Role of Brand-Cause Fit, Perceived Value, and Trust. International Review on Public and Nonprofit Marketing, 17, 135-157. https://doi.org/10.1007/s12208-019-00237-z |
| [9] | 彭博, 杨敬舒, 徐小龙. 产品伤害危机对消费者态度影响的心理机制分析[J]. 企业经济, 2022, 41(3): 79-89. |
| [10] | 崔保军, 余伟萍. 群发性产品伤害危机对消费者感知品类风险影响的实证研究[J]. 河南师范大学学报(哲学社会科学版), 2017, 44(4): 79-84. |
| [11] | McWilliams, A. and Siegel, D. (2001) Corporate Social Responsibility: A Theory of the Firm Perspective. The Academy of Management Review, 26, 117-127. https://doi.org/10.2307/259398 |
| [12] | Fourati, Y.M. and Dammak, M. (2021) Corporate Social Responsibility and Financial Performance: International Evidence of the Mediating Role of Reputation. Corporate Social Responsibility and Environmental Management, 28, 1749-1759. https://doi.org/10.1002/csr.2143 |
| [13] | 余伟萍, 赵占恒. 丑闻后企业社会责任行为对品牌形象的影响研究——丑闻责任的调节作用和利他性归因的中介作用[J]. 华东经济管理, 2015, 29(5): 8-15. |
| [14] | Kim, S. (2017) The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and Its Relationship with Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception. Journal of Business Ethics, 154, 1143-1159. https://doi.org/10.1007/s10551-017-3433-6 |
| [15] | Neumann, H.L., Martinez, L.M. and Martinez, L.F. (2020) Sustainability Efforts in the Fast Fashion Industry: Consumer Perception, Trust and Purchase Intention. Sustainability Accounting, Management and Policy Journal, 12, 571-590. https://doi.org/10.1108/sampj-11-2019-0405 |
| [16] | Lucke, S. and Heinze, J. (2015) The Role of Choice in Cause-Related Marketing—Investigating the Underlying Mechanisms of Cause and Product Involvement. Procedia-Social and Behavioral Sciences, 213, 647-653. https://doi.org/10.1016/j.sbspro.2015.11.466 |
| [17] | Mandel, N. (2003) Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-taking. Journal of Consumer Research, 30, 30-40. https://doi.org/10.1086/374700 |
| [18] | 魏华, 万辉. 网络零售企业社会责任对消费者购买意愿的影响——基于SOR模型的实证[J]. 哈尔滨商业大学学报(社会科学版), 2020(3): 64-73. |
| [19] | Schultz, F., Utz, S. and Göritz, A. (2011) Is the Medium the Message? Perceptions of and Reactions to Crisis Communication via Twitter, Blogs and Traditional Media. Public Relations Review, 37, 20-27. https://doi.org/10.1016/j.pubrev.2010.12.001 |
| [20] | Folger, R. and Shukla, J. (2019) A Fairness Theory Update. In: Lind, E.A., Ed., Social Psychology and Justice, Routledge, 110-133. https://doi.org/10.4324/9781003002291-6 |
| [21] | Karaosmanoglu, E., Altinigne, N. and Isiksal, D.G. (2016) CSR Motivation and Customer Extra-Role Behavior: Moderation of Ethical Corporate Identity. Journal of Business Research, 69, 4161-4167. https://doi.org/10.1016/j.jbusres.2016.03.035 |
| [22] | Nan, X. and Heo, K. (2007) Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing. Journal of Advertising, 36, 63-74. https://doi.org/10.2753/joa0091-3367360204 |
| [23] | 李四兰, 陈国平, 李亚林. 产品伤害危机后企业社会责任行为对品牌影响力的修复机理[J]. 企业经济, 2020, 39(6): 112-119. |
| [24] | Min, J., Kim, J. and Yang, K. (2023) CSR Attributions and the Moderating Effect of Perceived CSR Fit on Consumer Trust, Identification, and Loyalty. Journal of Retailing and Consumer Services, 72, Article 103274. https://doi.org/10.1016/j.jretconser.2023.103274 |
| [25] | 范春梅, 叶登楠, 李华强. 产品伤害危机中消费者应对行为的形成机制研究——基于PADM理论视角的扎根分析[J]. 管理评论, 2019, 31(8): 230-239. |
| [26] | Noh, Y. and Liu, P. (2024) Exploring How Consumers’ Perceptions of Corporate Social Responsibility Impact Dining Intentions in Times of Crisis: An Application of the Social Identity Theory and Theory of Perceived Risk. Journal of Risk and Financial Management, 17, Article 44. https://doi.org/10.3390/jrfm17020044 |
| [27] | 刘凤军, 张梦洋. 社会责任感知对互联网理财平台消费者使用意愿的影响机制研究[J]. 财经论丛, 2019(4): 81-91. |
| [28] | Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C. and Sanz-Blas, S. (2012) Cause-Related Marketing Influence on Consumer Responses: The Moderating Effect of Cause-Brand Fit. Journal of Marketing Communications, 18, 265-283. https://doi.org/10.1080/13527266.2010.521358 |
| [29] | 田虹, 袁海霞. 产品伤害危机响应策略对品牌态度的影响研究——企业社会责任匹配性的调节作用[J]. 学习与探索, 2013(11): 96-100. |
| [30] | Kim, J. and Jin, Y. (2016) Understanding Emotionally Involved Publics: The Effects of Crisis Type and Felt Involvement on Publics’ Emotional Responses to Different Consumer Product Crises. Corporate Communications: An International Journal, 21, 465-482. https://doi.org/10.1108/ccij-10-2015-0064 |
| [31] | 袁登华. 品牌信任研究脉络与展望[J]. 心理科学, 2007, 30(2): 434-437. |
| [32] | 孙莹, 杜建刚, 李文忠, 等. 产品召回中的负面情绪和感知风险对消费者购买意愿的影响——基于汽车产品召回的实证研究[J]. 管理评论, 2014, 26(2): 104-110. |
| [33] | Du, S., Bhattacharya, C.B. and Sen, S. (2010) Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication. International Journal of Management Reviews, 12, 8-19. https://doi.org/10.1111/j.1468-2370.2009.00276.x |
