| 摘要: |
| 随着互联网技术的兴起和普及,消费者逐渐直接参与企业社会责任的相关活动,即消费者参与
企业社会责任( CECSR) 。 但是,CECSR 如何影响消费者对企业的态度感知还存在分歧:有人认为这是正
能量从而增加对企业的好感,有人认为这是企业将社会责任成本转移给消费者反而降低了消费者对企业
的好感。 为解释上述现象,在淘宝网“ 公益宝贝计划” 背景下,研究 CECSR 如何影响消费者对企业的评
价。 通过实证研究,找出了 CECSR 影响消费者对企业评价的两条路径:一是通过感知温暖正向影响消费
者对企业的评价;二是通过感知价格加成负向影响消费者对企业的评价。 并且,消费者感知到的企业参
与社会责任活动与企业提供优质产品能力的关系强化了价格加成的中介效应。 |
| 关键词: 消费者参与企业社会责任 企业评价 价格加成 感知温暖 |
| DOI： |
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| 基金项目: |
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| The Impact of Consumer Engagement in Corporate Social Responsibility onConsumer Evaluations of Companies: Dual Pathways of PriceMarkup and Perceived Warmth |
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LI Xiaofei, HE Chunxia
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| Abstract: |
| With the rise and widespread adoption of internet technology, consumers have gradually become
directly involved in corporate social responsibility ( CSR) activities, known as consumer engagement in corpo-
rate social responsibility ( CECSR) . However, there is still a debate on how CECSR affects consumers’ attitu-
dinal perceptions of companies: some argue that it is positive to increase consumers’ favorability towards compa-
nies, while others believe that it represents a transfer of CSR costs from companies to consumers, thereby reduc-
ing consumers’ favorability. To explain the above phenomenon, this paper investigates how CECSR affects con-
sumer evaluations of companies in the context of Taobao’ s “ Public Welfare Programme” . Through empirical re-
search, this paper identifies two pathways through which CECSR affects consumer evaluations of companies: one
is through perceived warmth, which positively influences consumer evaluations; the other is through perceived
price markup, which negatively influences consumer evaluations. Moreover, this paper finds that the relation-
ship between consumers’ perceived corporate participation in social responsibility activities and the companies’
ability to provide high-quality products strengthens the mediating effect of price markup. |
| Key words: consumer engagement in corporate social responsibility consumer evaluations of companies price markup perceived warmth |
