消費(fèi)者感知的傳媒企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者行為的影響
發(fā)布時(shí)間：2019-01-05 07:38
【摘要】：21世紀(jì)以來,我國的文化產(chǎn)業(yè)發(fā)展迅速,創(chuàng)造了很多優(yōu)秀的精神文化產(chǎn)品。作為文化企業(yè)中社會(huì)文化的建設(shè)者和傳播者,傳媒企業(yè)更是在文化產(chǎn)業(yè)整體大發(fā)展、大繁榮的趨勢下,迅猛發(fā)展。很多有代表性的傳媒業(yè)大集團(tuán)出現(xiàn),給人民的精神文化生活帶來了更多的營養(yǎng),并且在很大程度上助推了社會(huì)主義精神文明建設(shè)的發(fā)展。但與此同時(shí),很多傳媒企業(yè)盲目追求經(jīng)濟(jì)利益,向社會(huì)傳遞虛假信息、出產(chǎn)一些嘩眾取寵、低俗的文化產(chǎn)品,給消費(fèi)者的精神世界造成極大污染。因此,有必要研究傳媒企業(yè)的社會(huì)責(zé)任,呼吁傳媒企業(yè)注重建立具有戰(zhàn)略性的社會(huì)責(zé)任體系,促進(jìn)我國文化產(chǎn)業(yè)進(jìn)一步的大發(fā)展、大繁榮。通過梳理企業(yè)社會(huì)責(zé)任方面的相關(guān)研究,發(fā)現(xiàn)目前對(duì)傳媒企業(yè)的社會(huì)責(zé)任研究較為淺顯,并且研究方法較為單一,在學(xué)術(shù)研究方面還具有很大的提升空間。本文應(yīng)用扎根理論的質(zhì)性研究方法,對(duì)42位受訪者進(jìn)行半結(jié)構(gòu)化的訪談,收集到近600多條原始語句信息,然后對(duì)這些原始語句信息進(jìn)行扎根理論的三級(jí)編碼分析,提煉出中國情境下傳媒企業(yè)社會(huì)責(zé)任的消費(fèi)者感知維度,以及對(duì)消費(fèi)者行為的影響路徑。研究發(fā)現(xiàn),消費(fèi)者感知的傳媒企業(yè)社會(huì)責(zé)任主要有文化責(zé)任、環(huán)境責(zé)任、公益責(zé)任、傳播事實(shí)及企業(yè)社會(huì)責(zé)任期望；這些感知因素會(huì)使消費(fèi)者產(chǎn)生企業(yè)認(rèn)同,進(jìn)而影響消費(fèi)者的行為；同時(shí)外部的環(huán)境因素(例如口碑、第三方信息披露、社會(huì)文化環(huán)境),會(huì)對(duì)消費(fèi)者的感知產(chǎn)生影響,并且也影響著消費(fèi)者的行為；涉入程度在感知維度和外部影響因素對(duì)消費(fèi)者的行為影響路徑中起著調(diào)節(jié)作用；責(zé)任消費(fèi)意識(shí)在企業(yè)認(rèn)同與消費(fèi)者行為的作用路徑中也起著調(diào)節(jié)作用。本文對(duì)傳媒企業(yè)社會(huì)責(zé)任的研究,彌補(bǔ)了目前學(xué)術(shù)界對(duì)傳媒企業(yè)社會(huì)責(zé)任研究的缺失,并區(qū)別于以往的研究方法,采用扎根理論的質(zhì)性研究方法,從消費(fèi)者感知的視角,揭示傳媒企業(yè)社會(huì)責(zé)任的維度及其對(duì)消費(fèi)者行為的影響。以往針對(duì)企業(yè)社會(huì)責(zé)任的研究偏重于生產(chǎn)型企業(yè),本文則開辟了企業(yè)社會(huì)責(zé)任研究新的方向,為以后傳媒企業(yè)社會(huì)責(zé)任的研究,乃至其他文化企業(yè)社會(huì)責(zé)任的研究提供了理論借鑒。同時(shí),扎根理論質(zhì)性研究方法的探索性使用,也使得本文的研究更貼近現(xiàn)實(shí)情況,構(gòu)建出的模型也更具現(xiàn)實(shí)指導(dǎo)意義。消費(fèi)者視角下的傳媒企業(yè)社會(huì)責(zé)任維度及對(duì)消費(fèi)者行為的影響路徑,能夠警醒我國傳媒企業(yè)建立企業(yè)社會(huì)責(zé)任戰(zhàn)略的重要性,為我國傳媒企業(yè)制定企業(yè)社會(huì)責(zé)任戰(zhàn)略提供理論依據(jù),促進(jìn)我國傳媒企業(yè)向著更加健康、活力的方向發(fā)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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F;F270;F713.55
本文編號(hào)：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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F;F270;F713.55
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