本文選題：社會(huì)責(zé)任行為 + 消費(fèi)者—企業(yè)認(rèn)同�。� 參考：《東北財(cái)經(jīng)大學(xué)》2014年碩士論文

【摘要】：作為連接生產(chǎn)商與消費(fèi)者的關(guān)鍵環(huán)節(jié),零售商與消費(fèi)者的關(guān)系最為密切,在保障消費(fèi)者安全與權(quán)益方面起著重要作用。近些年來(lái),社會(huì)責(zé)任行為受到企業(yè)的高度關(guān)注,90%的世界500強(qiáng)企業(yè)都會(huì)適時(shí)開(kāi)展適當(dāng)?shù)纳鐣?huì)責(zé)任活動(dòng),并積極主動(dòng)地在其網(wǎng)站上公布近期的社會(huì)責(zé)任活動(dòng)。很多大型零售企業(yè)也不例外,除了在官方網(wǎng)站公布近期的社會(huì)責(zé)任行為,沃爾瑪、蘇寧電器等大型零售企業(yè)還將社會(huì)責(zé)任納入企業(yè)的戰(zhàn)略規(guī)劃,將社會(huì)責(zé)任活動(dòng)以報(bào)告的方式公布給公眾。企業(yè)社會(huì)責(zé)任行為不僅可以幫助企業(yè)樹(shù)立積極的形象,提升品牌知名度和美譽(yù)度,還可以賦予企業(yè)獨(dú)特的身份特征,幫助企業(yè)獲得更多消費(fèi)者的認(rèn)同,改善消費(fèi)者對(duì)企業(yè)的態(tài)度,提高購(gòu)買意愿,并鼓勵(lì)消費(fèi)者做出一系列有利于企業(yè)的行為,比如抵制不利于企業(yè)的信息。 然而,有些企業(yè)社會(huì)責(zé)任行為實(shí)踐并未取得積極效果。實(shí)踐表明,企業(yè)社會(huì)責(zé)任的實(shí)際投入與公眾對(duì)企業(yè)社會(huì)責(zé)任水平的認(rèn)知存在嚴(yán)重的不對(duì)等現(xiàn)象。汶川地震發(fā)生后,包括沃爾瑪在內(nèi)的多家企業(yè)陷入“捐款門”,企業(yè)積極履行社會(huì)責(zé)任卻受到了公眾的質(zhì)疑。研究認(rèn)為,消費(fèi)者會(huì)對(duì)企業(yè)開(kāi)展社會(huì)責(zé)任行為的動(dòng)機(jī)進(jìn)行思考,并根據(jù)對(duì)動(dòng)機(jī)的歸因做出評(píng)價(jià)。當(dāng)消費(fèi)者認(rèn)為企業(yè)社會(huì)責(zé)任行為是為了增加企業(yè)利潤(rùn)或提高企業(yè)形象時(shí),就會(huì)對(duì)企業(yè)做出負(fù)面評(píng)價(jià),并減少與企業(yè)的聯(lián)系；當(dāng)消費(fèi)者認(rèn)為企業(yè)是為了增加社會(huì)福利、促進(jìn)社會(huì)進(jìn)步時(shí),就會(huì)提高對(duì)企業(yè)的評(píng)價(jià),并產(chǎn)生較高的認(rèn)同感。由于企業(yè)贊助、善因營(yíng)銷不僅涉及到企業(yè)的社會(huì)目標(biāo),還與經(jīng)濟(jì)目標(biāo)和營(yíng)銷目標(biāo)相關(guān)聯(lián),而慈善捐贈(zèng)旨在增加社會(huì)福利(Lii and Lee,2012)。因此,消費(fèi)者更傾向于認(rèn)為慈善捐贈(zèng)行為是出于利他動(dòng)機(jī),而贊助行為和善因營(yíng)銷是為了實(shí)現(xiàn)一定的商業(yè)目的。 當(dāng)企業(yè)遭遇負(fù)面信息的影響時(shí),消費(fèi)者感知的CSR動(dòng)機(jī)的影響尤其強(qiáng)烈。在危機(jī)情境下,企業(yè)的社會(huì)責(zé)任行為能夠有效緩解負(fù)面事件的影響,這是由于社會(huì)責(zé)任行為能夠形成道德資本。當(dāng)出現(xiàn)企業(yè)遭遇負(fù)面信息時(shí),企業(yè)的善意可以讓消費(fèi)者在不確定企業(yè)目的的情況下,做出對(duì)企業(yè)有益的選擇,抵御負(fù)面信息對(duì)企業(yè)的影響(Godfrey et al,2009)。但是,根據(jù)折扣原理,當(dāng)企業(yè)處于負(fù)面網(wǎng)絡(luò)口碑的影響下時(shí),消費(fèi)者也有可能將企業(yè)社會(huì)責(zé)任行為歸因?yàn)樨?fù)面網(wǎng)絡(luò)口碑,認(rèn)為企業(yè)行為是為了應(yīng)對(duì)負(fù)面網(wǎng)絡(luò)口碑,是一種短期的敷衍的行為,并對(duì)企業(yè)做出消極的評(píng)價(jià)。 目前的研究中,關(guān)于企業(yè)社會(huì)責(zé)任行為是如何通過(guò)消費(fèi)者的信息加工進(jìn)而對(duì)零售企業(yè)品牌權(quán)益產(chǎn)生作用的,還沒(méi)有人進(jìn)行系統(tǒng)的研究。并且,大多數(shù)關(guān)于企業(yè)社會(huì)責(zé)任行為的研究都是在常規(guī)情境下進(jìn)行的,還沒(méi)有研究探索在負(fù)面網(wǎng)絡(luò)口碑影響下,企業(yè)社會(huì)責(zé)任行為是否能緩解負(fù)面影響。因此,本文在對(duì)國(guó)內(nèi)外文獻(xiàn)進(jìn)行回顧的基礎(chǔ)上,借鑒已有研究成果,以SOR理論為基礎(chǔ),構(gòu)建了一個(gè)企業(yè)社會(huì)責(zé)任行為的影響模型,研究企業(yè)社會(huì)責(zé)任行為對(duì)零售商品牌權(quán)益的作用機(jī)制；以歸因理論為依據(jù),解釋三種企業(yè)社會(huì)責(zé)任行為對(duì)零售商品牌權(quán)益的影響存在差異的原因；并將企業(yè)社會(huì)責(zé)任行為置于負(fù)面情境下,研究?jī)煞N負(fù)面網(wǎng)絡(luò)口碑對(duì)企業(yè)社會(huì)責(zé)任行為的調(diào)節(jié)作用,對(duì)零售企業(yè)的品牌建設(shè)具有重要意義。 在此基礎(chǔ)上,本文提出了研究假設(shè),并設(shè)計(jì)了兩個(gè)實(shí)驗(yàn),通過(guò)實(shí)驗(yàn)法測(cè)量被試的不同反應(yīng)。數(shù)據(jù)收集后,主要采用SPSS19.0統(tǒng)計(jì)工具,驗(yàn)證理論框架和研究假設(shè)。研究結(jié)果表明：(1)三種社會(huì)責(zé)任行為對(duì)消費(fèi)者—企業(yè)認(rèn)同的影響存在顯著差異,慈善捐贈(zèng)的積極影響大于企業(yè)贊助和善因營(yíng)銷;(2)消費(fèi)者對(duì)三種社會(huì)責(zé)任行為的感知?jiǎng)訖C(jī)存在顯著差異,慈善捐贈(zèng)的利他動(dòng)機(jī)顯著高于企業(yè)贊助和善因營(yíng)銷,善因營(yíng)銷的利己動(dòng)機(jī)顯著高于企業(yè)贊助和慈善捐贈(zèng);(3)消費(fèi)者感知的利己動(dòng)機(jī)越強(qiáng)烈,消費(fèi)者—企業(yè)認(rèn)同程度越低,消費(fèi)者感知的利他動(dòng)機(jī)越強(qiáng)烈,消費(fèi)者—企業(yè)認(rèn)同程度越高：(4)消費(fèi)者—企業(yè)認(rèn)同對(duì)零售商品牌權(quán)益具有積極的正向影響；(5)企業(yè)社會(huì)責(zé)任行為對(duì)消費(fèi)者感知的CSR動(dòng)機(jī)的影響受到負(fù)面網(wǎng)絡(luò)口碑的調(diào)節(jié)。在研究結(jié)果的基礎(chǔ)上,本文提出了相應(yīng)的管理建議,以幫助零售商選擇恰當(dāng)?shù)纳鐣?huì)責(zé)任行為,實(shí)現(xiàn)社會(huì)責(zé)任行為效用的最大化,提升零售商的品牌權(quán)益。最后,基于本文的研究局限性,本文討論了未來(lái)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 .

【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.2;F270

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本文編號(hào)：1749048