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论文编号：	4176
作者编号：	1120060701
上传时间：	2012/6/5 9:17:31
中文题目：	企业社会责任的危机缓冲效应研究——基于消费者反应的视角
英文题目：	Research on the Buffering Effect of Corporate Social Responsibility on the Crisis: From the Consumer Response Perspective
指导老师：	吴晓云
中文关键字：	企业社会责任，危机缓冲效应，信任，归因，购买意愿
英文关键字：	Corporate social responsibility, Crisis buffering effect, Trust, Attribution, Purchase intention
中文摘要：	从消费者视角研究企业社会责任，已成为社会责任研究领域的一个重要分支。但以往绝大多数研究都局限于对正常经营环境下企业社会责任行为与消费者反应之间关系的探讨，而对企业面临危机时社会责任与消费者反应之间的关系却很少涉及。本研究主要分析企业社会责任对危机事件的缓冲效应，具体地说，就是当企业犯错或面临危机时，企业以前的社会责任表现能否为其提供免于危机伤害的“保护伞”或减缓危机伤害的“缓冲剂”作用。若缓冲效应存在，当危机发生时，消费者的负面反应程度会有所下降，从而企业利益损失较少，无疑为企业主动实施社会责任活动提供了理论支持。为了系统地对社会责任的危机缓冲效应进行分析，本研究以企业危机发生后消费者反应的关键节点作为依据，将危机发生后消费者反应活动划分为三个阶段，并归纳出每个阶段消费者所关心的问题，即：阶段一，危机发生阶段，消费者最关心的是谁应该为危机事件负责；阶段二，企业作出反应阶段，消费者最关心的是企业的反应是否合适，根据企业的反应消费者是否信任这个企业；阶段三，消费者购买阶段，若消费者想购买类似产品，是否会考虑购买危机背景下的企业产品。根据危机情境下消费者所思考的这三个关联性问题，进行了三个子研究来分析社会责任的危机缓冲效应。首先，针对危机发生阶段消费者所关心的“谁为危机负责”问题，进行企业社会责任与归因关系的研究。引入社会责任类型和社会责任水平两个变量，分析二者单独及其交互作用对消费者危机事件归因的影响，并引入企业责备这一消费者反应变量，以探究消费者对危机事件归因的进一步影响结果。研究结果表明，危机情境下企业社会责任对消费者反应（危机归因与对企业的责备）仍会起到正面影响作用。不同社会责任水平及社会责任类型对消费者危机归因以及消费者对企业责备程度的影响会产生不同效果。其次，针对企业反应阶段消费者所关心的“我是否信任这个企业”问题，进行了危机反应方式与消费者信任关系的研究，分析企业社会责任对二者关系的影响机制。研究发现，危机发生后企业社会责任对消费者信任起到很大影响，当企业社会责任表现积极时，消费者信任水平明显提高，并且上述关系并不受企业危机反应方式的影响。同时发现，危机发生后企业“明确承担责任”并不是一个坏选择，甚至是一个最好的选择，而“模棱两可”的反应方式则几乎是一个最坏的选择，无论社会责任是积极水平还是消极水平，“明确承担责任”组的信任水平都要高于“模棱两可”组。最后，针对购买阶段消费者所关心的“我是否会购买该企业产品”这一问题，分析了社会责任水平与购买意愿的关系。结果发现，危机严重程度感知对企业社会责任与购买意愿之间的关系具有调节作用，当消费者的危机严重性感知水平比较高时，消费者购买意愿对社会责任水平的敏感性会下降很多；同时消费者社会责任支持度与社会责任水平之间存在着交互作用，高社会责任支持者对企业的社会责任行为更加敏感；另外，积极的企业社会责任能够增强顾客认同感，进而导致更高的消费者购买意愿。本研究的理论价值主要体现在四个方面：首先，对营销领域中的危机管理研究提供了一个新的分析视角。根据危机发生后消费者心理活动历程的三个重要阶段，分析了社会责任行为在不同阶段所产生的危机缓冲效应，研究具有一定的系统性和连续型。其次，以往研究对危机情境下社会责任类型与社会责任水平二者的交互作用并未关注，本研究发现并证实了这种交互作用对危机归因的影响。第三，分析了社会责任在企业危机反应方式与消费者信任及危机地点归因关系中所起到的调节作用。第四，引入危机严重性感知、社会责任支持度变量，验证了危机发生后企业社会责任水平与消费者购买意愿之间并非简单线性相关关系，为危机情境下企业社会责任与消费者反应的机制研究提供了新的视角。企业危机事件的发生，不仅会损害消费者的利益、企业利益，而且会通过危机事件的溢出效应对企业所在行业利益造成损害，甚至侵蚀了社会信任的基石。导致企业不重视社会责任的原因，是企业对社会责任与企业利益的关系缺乏深层次理解。本研究最终证明了社会责任危机缓冲效应的存在，为企业实施社会责任活动提供了理论支持，证明企业若认真实施社会责任活动，当危机到来时，可以削弱甚至消除危机给企业造成的伤害。这种由社会责任所带来的危机缓冲效应，可以为身处危机中的企业带来较好的消费者反应，并树立竞争优势。
英文摘要：	Research on the corporate social responsibility (CSR) from the consumer’s perspective has become an important branch of CSR studies. However, most of the studies have been interest in the relationship between the CSR and consumer reactions under normal business conditions，but not under corporate crisis conditions .This research focuses on the buffering effect of CSR on the crisis. In other words, when the company makes a mistake or is in crisis, its prior CSR performance can protect the company from the mistake or crisis, and the CSR seems like an umbrella or buffer. If the CSR’s buffering effect exists, the consumer’ negative reactions and then the loss of company’s profit will decrease when the crisis occurs, which will provide a theoretical support for company to take steps to implement CSR undoubtedly. In order to analyze the crisis buffering effect of CSR systematically, in this research the process of consumer reactions to crisis is divided into three stages based on consumer responsive character, and the issues that consumers care for are summarized at each stage. At the first stage, what are consumers concerned with mostly is who should be responsible for the crisis event when crisis occurs. At the second stage, consumers want to know whether the way of the company’s reaction is right and whether the company deserves trust when it takes measures to deal with the crisis. At the third stage, when consumers want to buy the similar product, can they consider buying the product of the company in crisis? In this research three studies are conducted to analyze the buffering effect of CSR based on the three associated questions consumers care for mostly. First, we explore the relationship between CSR and consumer’s crisis attribution according to the issue “who will be responsible for the crisis” that consumers are concerned with in the first study. We introduce two variables which are CSR type and CSR level and examine both the individual and their interaction impact on consumer’s attribution. In order to analyze the further effect of consumer’s attribution we put another variable of consumer blame for company in the model. Our results implicate that CSR has a positive effect on consumer reactions such as crisis attribution and blame for company and the effect are depended on the level and type of CSR. Second, we examine the relationship between the way of company reacts to the crisis and consumer trust according to the issue “can I trust the company” that consumer cares for in the second study. The findings implicate that CSR has great impact on consumer trust after crisis. When CSR is positive, the level of trust is high, otherwise when CSR is negative, then the level of trust is low. And the relationship between CSR and consumer trust are not influenced by the company’s reaction way. Most specifically, as far as the three company’s reaction way when company is in crisis, we find that “clear responsibility” reaction way isn’t a bad choice, even a selection of the best, and “ambiguous” is almost the worst reaction way. The consumer’s trust level of “clear responsibility” group is higher than “ambiguous” group regardless of CSR level. Finally, we examine the relationship between the level of CSR and consumer purchase intention according to the issue “can I buy the company’s product” in the third study. Our results show that the consumer perceived risk of crisis is a key moderator in the model depicting the relationship between CSR and consumer purchase intention. When the level of perceived risk is high, the sensitivity of consumer purchase intention to CSR level will drop a lot. At the same time, there is interaction between the degree of CSR support and CSR level. The high CSR support degree is more sensitive to CSR than low CSR support degree. In addition, positive CSR can strengthen consumer identification which then leads to higher purchase intention. The theoretical value of this research is mainly reflected in four aspects: First, this paper provides a new analytical perspective for the crisis management in the field of marketing research. The research analyzes the buffering effect of CSR at three stages of the course of consumer’s mental activity. Second, little is known about their interaction between CSR type and CSR level, and this research finds and proves the impact of this interaction on consumer’s attribution of crisis. Third, this research examines the moderating role of CSR in the relationship between the ways of crisis reaction and consumer trust, as well as crisis location attribution. And finally, this research finds that there is a complicate not linear relationship between CSR level and consumer’s purchase intention when two variables of consumer perceived risk of crisis and CSR support are introduced to the model. The results provide a new perspective for the research area of consumer reactions to CSR. When corporate crisis occurs, it will hurt the interests of consumers and company, and even the industry through the spillover effects of crisis. Particularly the crisis will erode the foundation of social trust eventually. The reason companies ignore the importance of CSR is that they don’t understand the relationship between CSR and financial performance. This research highlights the importance of the buffering effect of CSR which will provide theoretical support for company to implement CSR initiatives, and it also proves that the CSR performance can reduce or even eliminate the damage on company because of the CSR’s crisis buffering effect. The crisis buffering effect of CSR can lead to beneficial consumer reactions and help company to establish competitive advantage.
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