联系我们

论文查询结果	返回搜索

论文编号：	9972
作者编号：	2120162712
上传时间：	2018/6/6 13:47:10
中文题目：	消费者参与方式对企业社会责任的影响机制研究
英文题目：	Research on the Effect Mechanism of Ways of Consumer Participation on Corporate Social Responsibility
指导老师：	吴晓云
中文关键字：	企业社会责任；消费者参与方式；角色感知；消费者归因
英文关键字：	Corporate Social Responsibility;The Way of Consumer Participation; Perceptions of Personal Role; Consumer Attribution
中文摘要：	消费升级背景下，消费者更加重视产品服务的社会属性，更加关注企业社会责任(Hwang et al.,2015)。与此同时，随着数字化时代的到来，消费者不再是营销信息与产品服务的被动接受者，企业为消费者赋权、邀请其参与共创价值的活动越来越受消费者青睐(Atakan et al.,2014)。面对激烈的市场竞争，为实现差异化(Lee et al.,2012)、获取竞争优势(Porter et al.,2006)和建立积极稳固的顾客关系，企业积极投入资源开展企业社会责任活动，并且在这一创造价值的过程中赋予消费者更加积极的角色，不断创新消费者参与企业社会责任的方式，鼓励消费者积极参与企业社会责任的价值共创。 在企业社会责任共创的浪潮之下，消费者参与能否切实激发积极的企业社会责任感知与评价？能否真实有效地增强品牌联结？不同的消费者参与方式对企业社会责任的影响是否存在差异？这种影响产生的内在机制是什么？尽管消费者参与企业社会责任共创活动在企业和消费者之间越来越流行，而且近年来企业社会责任和消费者参与也受到学术界广泛关注与研究，但是直接探讨消费者参与企业社会责任共创活动的学术研究尚不充分。特别是，企业社会责任共创活动中，消费者参与方式对企业社会责任感知与评价的影响及其内在影响机制尚未被探讨，后续对品牌关系有何影响仍不清晰。 鉴于消费者参与企业社会责任共创活动理论和实践的重要意义，本研究从消费者感知视角，探讨企业社会责任共创活动中消费者参与方式对企业社会责任的影响及内在影响机制。本研究通过两个情境模拟实验进行实证检验，研究发现，消费者参与企业社会责任共创能够促进消费者对企业社会责任活动的积极评价，且不同参与方式的积极影响存在差异。相较于付出金钱的参与方式，消费者付出时间参与企业社会责任活动更能激发积极的企业社会责任联想。而付出时间的参与方式之所以优于付出金钱的方式，在于其一方面引发了消费者在共创活动中更高的个人角色感知，另一方面相对降低了消费者对企业战略驱动动机的感知。本研究丰富了企业社会责任领域和消费者参与领域的相关研究，对企业如何有效开展消费者参与企业社会责任共创具有一定的启示意义。
英文摘要：	Under the background of consumption upgrade, Consumers pay more attention to social attributes of products and services and corporate social responsibility(Hwang et al.,2015). With the advent of the digital age, Consumers are no longer passive recipients of marketing information and product services,it is more and more popular of business to consumer empowerment and inviting customers to participate in activities to create value(Atakan et al.,2014). Confronted with the furious competition of the market, companies actively commit resources to carry out CSR activities and empower consumers to become more active role,innovate the way of consumers corporate social responsibility, encourage consumers to actively participate in corporate social responsibility to create value, In order to achieve diversity(Lee et al.,2012), obtain a competitive advantage and build a positive, strong customer relationships Under the wave of corporate social responsibility, can consumer participation in corporate social responsibility effectively motivate positive knowledge and evaluation? can effectively enhance the true brand association? Do they have influence of different consumers in the way of corporate social responsibility? what is the mechanism of this effect? Although consumers' participation in corporate social responsibility creation is becoming more and more popular among enterprises and consumers, and in recent years, corporate social responsibility and consumer participation have received extensive attention and research, but the academic research on consumer participation in corporate social responsibility is not sufficient. Especially, it is not discussed of consumer participations influence of knowledge and evaluation of corporate social responsibility.It is not clear of the influence on brand relationship. In view of the importance of consumers' participation in the theory and practice of corporate social responsibility creation, this study explores the impact of consumer participation on corporate social responsibility and the internal impact mechanism of corporate social responsibility creation from the perspective of consumer perception. This study carried out an empirical test through two situational simulation experiments. The study found that consumer participation in corporate social responsibility creation can promote the positive evaluation of consumer's social responsibility activities, and there are differences in the positive impact of different ways of participation. Compared with the way of paying money, consumers' participation in corporate social responsibility activities can stimulate positive corporate social responsibility associations. The way that the participation of time is better than the way of paying money is that it leads to a higher perception of the individual role in the co creation activities, and on the other hand, it reduces the consumer's perception of the motivation of the enterprise strategy. This study enriches the related research in the field of corporate social responsibility and consumer participation, and has some implications for the enterprise to effectively develop consumer participation in corporate social responsibility creation.
查看全文：	预览  下载(下载需要进行登录)