企业社会责任对消费者忠诚的影响:自我构建与信息属性的交互作用

本文认为消费者基于CSR信息的决策实际上是一个启发式的信息处理过程。文章首先阐释了CSR信息的信息属性,并通过实验的方法证实了独立型自我构建的消费者对CSR信息的反应会更加敏感。而且,在正面的CSR信息下,由于信息处理方式的不同,独立型自我构建的消费者比依赖型自我构建的消费者表现出更高水平的忠诚;而在负面的CSR信息下,由于负面偏差效应的存在,所有消费者都会表现出较低水平的忠诚。结论有助于促进企业更好地开展社会责任营销。

The Influence of CSR on Consumer Loyalty: The Interaction Effects of Self-Construal and Information Attributes

In this paper,we deem consumer's decision making based on CSR information as a heuristic processing. We first reviewed the research about the relationship between CSR and consumer response and discussed the information attribute of CSR information. Then,through one lab experiment,we found that compared to interdependent self-construal individuals,independent self-construal individuals seem more sensitive to CSR information. Specially,when the CSR information is positive,the independent self-construal indivi...