作　　者： ; ; ;

机构地区： 暨南大学管理学院

出　　处： 《管理评论》 2012年第8期107-117,共11页

摘　　要： 根据消费者响应企业社会责任(Corporate Social Responsibility,CSR)行为的四个维度即关注、信任、企业评价和购买意愿,本研究将中国消费者细分为热情型(N=205)、现实型(N=182)和精明型(N=148)三类。进一步的研究表明,CSR对三类消费者购买意愿的影响机理存在差异。热情型消费者对企业CSR行为的购买支持主要源于内在的社会责任意识或价值观;现实型消费者在行为层面的CSR响应则主要源于经济理性(即将CSR看作企业和企业产品可靠性的信号),并且会呈现对比效应,即:在正面CSR信息的刺激下,对质量低或质量平平的产品反而会表现出更消极的购买意愿;精明型消费者在购买决策中不会考虑CSR因素。然而,不论对于何种类型的消费者群体,CSR均对消费者的企业评价具有积极影响。本研究旨在为企业CSR实践提供策略性的指导和建议。 Based on such four dimensions of consumer responses to corporate social responsibility（CSR） actions as awareness,trust,corporate evaluation and purchase intention,this research divides consumers into three categories： enthusiastic（N=205）,practical（N=182） and shrewd（N=148）.Further results indicate that the mechanism of CSR impact on purchase intention among the above three categories are different.Enthusiastic consumers’purchase support under CSR stimulus is probably from their social responsibility and values.Practical consumers are probably driven by the economic rationality（they consider CSR information as the reliability signal of corporate and its products）,which takes on a contrastive effect.Shrewd consumers are not likely to consider CSR in their purchase decisions.However,regardless of consumer categories,CSR has a positive impact on their corporate evaluations.This paper aims to provide strategic guidance and suggestions to firm’s CSR practice.

关 键 词： 响应 群体细分 影响机理 中国情境

领　　域： [经济管理] [经济管理]