消费者对企业社会责任缺失行为的感知——消费者归因和期望的影响

基于消费者归因和期望理论,引入负面归因和消费者CSR期望两个变量,分析两种企业社会责任缺失行为(故意行为和无意行为)对消费者感知的影响机制.结果表明:故意行为和无意行为均能正向影响消费者对企业社会责任缺失行为的感知,但是感知存在差异性,消费者对故意行为的感知更高;这种感知的差异性来源于消费者对两种行为负面归因的差异性,负面归因起到了中介作用;消费者CSR期望正向调节企业社会责任缺失行为与消费者感知的关系.

Consumer Perceptions of Corporate Social Irresponsibility Initiatives: The Effects of Consumer Attribution and Expectation

Based on the theory of consumer attribution and expectation,negative attribution and consumer expectation of CSR were introduced in the theoretical model,and the influencing mechanism of two kinds of corporate social irresponsibility initiatives (intentional and unintentional)on consumer perception was systematically analyzed. The results showed that both intentional and unintentional corporate social irresponsibility initiatives had a positive effect on consumer perception,but the levels of perception were different. Consumer perception of intentional initiative was higher than that of unintentional initiative. Moreover,the difference of perception came from the difference of negative attribution. Negative attribution had a mediating effect between two kinds of corporate social irresponsibility initiatives and consumer perception. Additionally,consumer expectation of CSR could positively mediate the relationship between two kinds of corporate social irresponsibility initiatives and consumer perception.