企业社会责任对消费者行为的作用机理研究
摘要
面对经济全球化和激烈的市场竞争,企业社会责任关注热点正从理论和政策的殿堂走向中国企业的自觉实践。然而,仍有大量企业表现出“反社会责任”的行为。可见在政府强制和媒体施压下,企业履行社会责任并没有取得好的效果。而真正促使企业改善社会责任意愿的内在动因是市场法则,即企业社会责任的投入可以转化为消费者的购买行为,“货币选票”是消费者对企业自愿承担社会责任最好回报。因此,在行政强制企业社会责任失灵的前提下,解读企业社会责任如何引导消费者行为的作用机理,无疑是企业自觉履行社会责任的动力源泉。已有文献对企业社会责任的研究有较多论述,但对企业社会责任与消费者行为综合研究却甚少涉及。
本文以管理学合理行为理论为指导,以家电企业为研究对象,从消费者视角,将企业社会责任分成四个维度,引入消费者的主观规范和消费者对企业能力的感知两个中介变量,构建结构方程模型。研究提出22条假设,实证部分通过问卷设计、调查和样本数据采集,根据429份有效数据,运用SPSS16.0和LISERL8.7软件对该模型进行检验和修正,在此基础上进行了数据分析和结果论证,得出了审慎性的结论:企业保护消费者权益、企业慈善责任直接正向影响并通过消费者主观规范和企业能力感知间接正向影响消费者行为;企业经济责任直接负向影响并通过主观规范和企业能力感知正向影响消费者行为;企业保护环境无论从直接或间接角度都未对消费者行为产生显著影响。最后,本文探讨了企业社会责任对消费者行为的作用机理模型在管理上的作用和启示,提出了针对政府和企业管理方面的建议。论文共分五章,各章内容如下:
第一章导论。主要阐述研究问题的由来、研究目的及研究意义,回顾和梳理企业社会责任与消费者响应的国内外相关文献,最后提出了论文的研究思路、研究方法和可能创新点。
第二章企业社会责任对消费者行为作用的理论机理。分析论述了企业社会责任的内涵、层次、指标体系以及消费者行为相关理论,涉及消费者满意度、忠诚度等的界定以及论文的假设基础——Fishbein的合理行为理论,从理论上阐述了企业社会责任对消费者行为的作用机理,为后续研究奠定理论基础。
第三章企业社会责任对消费者行为作用机理的模型构建。根据两者间作用和各变量之间的关系,形成22条假设和结构方程模型。引入消费者企业能力感知、消费者主观规范作为中介变量,最后通过对比各种数据分析方法的优劣,选取适用的资料处理方法。
第四章企业社会责任对消费者行为作用机理的实证研究。主要包括样本数据、人口统计、特征描述与变量的测量方法介绍。采用SPSSl6.0和LISREL8.7对样本数据进行了统计验证,包括测量模型的信度与效度检验、结构方程模型的整体拟合检验、假设检验、模型修正检验,最后对检验结果进行了详细分析。
第五章研究结论与管理启示。本章归纳总结了论文的研究结论,根据数据分析结果对结论进行深入探讨,从企业、政府两个角度提出管理启示和政策建议;指出了研究的不足之处并展望进行后续研究的方向。
In face of the economic globalization and the fierce market competition, social responsibility of the enterprise concerned turned from theory to practice. However, there are lots of enterprises expressed an "anti-social responsibility" behavior. Under the pressure of government imposed and the media, the corporate social responsibility did not work well. But the inner motive that promotes the enterprise to improve their social responsibility is market rules, which means that the social responsibility can be transformed into consumer purchasing behavior, "money" from the consumers is a better returns for the enterprise that perform social responsibility voluntarily. Therefore, in the condition of administrative enforcement failed to promise social responsibility of the enterprise, interpreting the mechanism of corporate social responsibility to guide consumer behavior is the key for the enterprise to fulfill their social responsibility conscientiously. There are lots of Literatures on corporate social responsibility, but the comprehensive study involved both corporate social responsibility and consumer behavior is very little.
This paper based on rational behavior theory , taking household electrical appliance industry for example, from the consumers’perspective, dividing corporate social responsibility into four dimensions, introducing the consumers’subjective norms and consumers’perception of the enterprise competence intermediary variable, attempting to construct the structure equation model. Through questionnaire design and survey, sample data acquisition, according to a valid data of 429, the research put forward 22 hypotheses, empirical section using SPSS16.0 and LISERL8.7 software for the model test and correct, doing data analysis and explanation based on the results, the result shows that corporations’protection to consumers’rights has a direct influence on customer satisfaction through consumer's subjective norm. The fulfillment of charitable obligations directly affected customers’satisfaction by the consumers’perceptions of corporate ability positively, however, the fulfillment of economic responsibility processes a directly negative impact on customer satisfaction, and the consumers’perception of business capabilities properly promotes consumers’loyalty, but corporate environment embodies insignificant effects to the consumer satisfaction and loyalty. Finally, this paper discusses the social responsibility of the enterprise on consumers' behavior in management mechanism, and puts forward the suggestions for the government and enterprise management. This dissertation is divided into five chapters, the content are as follows:
Chapter one:introduction. Mainly expounds the origin of the issue, research purposes and significance of the research, review the related literature about the influence of corporate social responsibility for consumer response at home and abroad, finally, this dissertation describes ideas , research methods and the composition.
Chapter two:The mechanism of corporate social responsibility for consumer behavior. Discusses the corporate social responsibility’s connotation, index system and the related theory of consumer behavior, involves customer satisfaction and loyalty, and the definition of basic assumptions Fishbein - the reasonable behavior theory introduced in this paper, provides the theoretical basis for the follow-up study.
Chapter three:The construction of corporate social responsibility for consumer behavior mechanism model. Mainly based on the relationship between variables from the review of the literature, form eventually hypothesis and model. Introducing consumer enterprise perception ability, consumer subjective norms as intermediary variable, comparing various methods , selecting proper material analysis method.
Chapter four:The empirical research of corporate social responsibility for consumer behavior mechanism. Mainly includes sample data demographic variables and describes the measurement method with the software SPSSl6.0 and LISREL8.7, including the reliability and validity analysis and structural equation model test, the whole fitting, hypotheses analysis and model correction.
Chapter five:conclusion and enlightenment. Analysis the results, both the theoretical significance and practical significance, put forward related Suggestions from enterprise and government perspective, point out the deficiency and prospect the subsequent research.
本文以管理学合理行为理论为指导,以家电企业为研究对象,从消费者视角,将企业社会责任分成四个维度,引入消费者的主观规范和消费者对企业能力的感知两个中介变量,构建结构方程模型。研究提出22条假设,实证部分通过问卷设计、调查和样本数据采集,根据429份有效数据,运用SPSS16.0和LISERL8.7软件对该模型进行检验和修正,在此基础上进行了数据分析和结果论证,得出了审慎性的结论:企业保护消费者权益、企业慈善责任直接正向影响并通过消费者主观规范和企业能力感知间接正向影响消费者行为;企业经济责任直接负向影响并通过主观规范和企业能力感知正向影响消费者行为;企业保护环境无论从直接或间接角度都未对消费者行为产生显著影响。最后,本文探讨了企业社会责任对消费者行为的作用机理模型在管理上的作用和启示,提出了针对政府和企业管理方面的建议。论文共分五章,各章内容如下:
第一章导论。主要阐述研究问题的由来、研究目的及研究意义,回顾和梳理企业社会责任与消费者响应的国内外相关文献,最后提出了论文的研究思路、研究方法和可能创新点。
第二章企业社会责任对消费者行为作用的理论机理。分析论述了企业社会责任的内涵、层次、指标体系以及消费者行为相关理论,涉及消费者满意度、忠诚度等的界定以及论文的假设基础——Fishbein的合理行为理论,从理论上阐述了企业社会责任对消费者行为的作用机理,为后续研究奠定理论基础。
第三章企业社会责任对消费者行为作用机理的模型构建。根据两者间作用和各变量之间的关系,形成22条假设和结构方程模型。引入消费者企业能力感知、消费者主观规范作为中介变量,最后通过对比各种数据分析方法的优劣,选取适用的资料处理方法。
第四章企业社会责任对消费者行为作用机理的实证研究。主要包括样本数据、人口统计、特征描述与变量的测量方法介绍。采用SPSSl6.0和LISREL8.7对样本数据进行了统计验证,包括测量模型的信度与效度检验、结构方程模型的整体拟合检验、假设检验、模型修正检验,最后对检验结果进行了详细分析。
第五章研究结论与管理启示。本章归纳总结了论文的研究结论,根据数据分析结果对结论进行深入探讨,从企业、政府两个角度提出管理启示和政策建议;指出了研究的不足之处并展望进行后续研究的方向。
In face of the economic globalization and the fierce market competition, social responsibility of the enterprise concerned turned from theory to practice. However, there are lots of enterprises expressed an "anti-social responsibility" behavior. Under the pressure of government imposed and the media, the corporate social responsibility did not work well. But the inner motive that promotes the enterprise to improve their social responsibility is market rules, which means that the social responsibility can be transformed into consumer purchasing behavior, "money" from the consumers is a better returns for the enterprise that perform social responsibility voluntarily. Therefore, in the condition of administrative enforcement failed to promise social responsibility of the enterprise, interpreting the mechanism of corporate social responsibility to guide consumer behavior is the key for the enterprise to fulfill their social responsibility conscientiously. There are lots of Literatures on corporate social responsibility, but the comprehensive study involved both corporate social responsibility and consumer behavior is very little.
This paper based on rational behavior theory , taking household electrical appliance industry for example, from the consumers’perspective, dividing corporate social responsibility into four dimensions, introducing the consumers’subjective norms and consumers’perception of the enterprise competence intermediary variable, attempting to construct the structure equation model. Through questionnaire design and survey, sample data acquisition, according to a valid data of 429, the research put forward 22 hypotheses, empirical section using SPSS16.0 and LISERL8.7 software for the model test and correct, doing data analysis and explanation based on the results, the result shows that corporations’protection to consumers’rights has a direct influence on customer satisfaction through consumer's subjective norm. The fulfillment of charitable obligations directly affected customers’satisfaction by the consumers’perceptions of corporate ability positively, however, the fulfillment of economic responsibility processes a directly negative impact on customer satisfaction, and the consumers’perception of business capabilities properly promotes consumers’loyalty, but corporate environment embodies insignificant effects to the consumer satisfaction and loyalty. Finally, this paper discusses the social responsibility of the enterprise on consumers' behavior in management mechanism, and puts forward the suggestions for the government and enterprise management. This dissertation is divided into five chapters, the content are as follows:
Chapter one:introduction. Mainly expounds the origin of the issue, research purposes and significance of the research, review the related literature about the influence of corporate social responsibility for consumer response at home and abroad, finally, this dissertation describes ideas , research methods and the composition.
Chapter two:The mechanism of corporate social responsibility for consumer behavior. Discusses the corporate social responsibility’s connotation, index system and the related theory of consumer behavior, involves customer satisfaction and loyalty, and the definition of basic assumptions Fishbein - the reasonable behavior theory introduced in this paper, provides the theoretical basis for the follow-up study.
Chapter three:The construction of corporate social responsibility for consumer behavior mechanism model. Mainly based on the relationship between variables from the review of the literature, form eventually hypothesis and model. Introducing consumer enterprise perception ability, consumer subjective norms as intermediary variable, comparing various methods , selecting proper material analysis method.
Chapter four:The empirical research of corporate social responsibility for consumer behavior mechanism. Mainly includes sample data demographic variables and describes the measurement method with the software SPSSl6.0 and LISREL8.7, including the reliability and validity analysis and structural equation model test, the whole fitting, hypotheses analysis and model correction.
Chapter five:conclusion and enlightenment. Analysis the results, both the theoretical significance and practical significance, put forward related Suggestions from enterprise and government perspective, point out the deficiency and prospect the subsequent research.
引文
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