虚拟企业社会责任共创心理需要对消费者态度的影响研究
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摘要
基于自我决定理论,实证研究了虚拟企业社会责任(CSR)共创影响消费者态度的心理机制,得出以下结论:①虚拟CSR共创通过消费者在活动中的融入而正向影响消费者对企业的态度,即消费者的胜任感、自主感和关联感的程度越高时,其融入程度也会越高,进而产生更为积极的态度;②在虚拟CSR共创对消费者融入产生影响的过程中,社会强化会产生正向的调节作用,即在高社会强化的情况下,消费者心理需要满足的程度越高,则消费者融入程度比低社会强化时更高。
This study constructs the research framework and finds out: firstly, the psychological needs of virtual CSR co-creation will affect consumers' attitude towards the enterprise through consumer engagement in virtual CSR co-creation. When the degree that virtual CSR co-creation activities satisfy consumers' basic psychological needs for competence, autonomy, and relatedness is higher, their engagement in virtual CSR co-creation will also be higher. It reflects "self-investment" and psychological presence of consumers in the process of virtual CSR co-creation, which enables consumers to form a positive attitude towards enterprises. Secondly, during the process of virtual CSR co-creation influencing consumers, the degree of social reinforcement plays a positive moderating role. That is to say, in the situation where the degree of social reinforcement is higher when the level of consumers' basic psychological needs satisfied is higher, virtual CSR co-creation will bring higher consumer engagement and generate more positive attitudes towards enterprises than where the degree of social reinforcement is lower.
This study constructs the research framework and finds out: firstly, the psychological needs of virtual CSR co-creation will affect consumers' attitude towards the enterprise through consumer engagement in virtual CSR co-creation. When the degree that virtual CSR co-creation activities satisfy consumers' basic psychological needs for competence, autonomy, and relatedness is higher, their engagement in virtual CSR co-creation will also be higher. It reflects "self-investment" and psychological presence of consumers in the process of virtual CSR co-creation, which enables consumers to form a positive attitude towards enterprises. Secondly, during the process of virtual CSR co-creation influencing consumers, the degree of social reinforcement plays a positive moderating role. That is to say, in the situation where the degree of social reinforcement is higher when the level of consumers' basic psychological needs satisfied is higher, virtual CSR co-creation will bring higher consumer engagement and generate more positive attitudes towards enterprises than where the degree of social reinforcement is lower.
引文
[1] KORSCHUN D,DU S.How Virtual Corporate Social Responsibility Dialogs Generate Value:A Framework and Propositions [J].Journal of Business Research,2013,66(9):1 494-1 504.
[2] 樊帅,杜鹏,田志龙,等.“互联网+公益”背景下虚拟共创行为的影响研究[J].宏观经济研究,2017,11(7):166-183.
[3] 樊帅,田志龙,胡小青.心理所有权视角下消费者参与虚拟CSR共创的影响研究[J].管理学报,2017,14(3):414-424.
[4] ELIZABETH B.SANDERS P,STAPPERS J.Co-Creation and the New Landscapes of Design [J].Codesign,2008,4(1):5-18.
[5] CHRISTIAN M.,GARZA A,SLAUGHTER J.Work Engagement:A Quantitative Review and Test of Its Relations with Task and Contextual Performance [J].Personnel Psychology,2011,64(1):89-136.
[6] HOLLEBEEK L,GLYNN M,BRODIE R.Consumer Brand Engagement in Social Media:Conceptualization,Scale Development and Validation [J].Journal of Interactive Marketing,2014,28(2):149-165.
[7] BRODIE R,ILIC A,JURIC B.Consumer Engagement in a Virtual Brand Community:An Exploratory Analysis [J].Journal of Business Research,2013,66(1):105-114.
[8] AJZEN I.Consumer Attitudes and Behavior [J].Handbook of Consumer Psychology,2008,1(4):525-548.
[9] POTTER J.Discursive Social Psychology:From Attitudes to Evaluative Practices [J].European Review of Social Psychology,1998,9(1):233-266.
[10] CHERNEV A,BLAIR S.Doing Well by Doing Good:The Benevolent Halo of Corporate Social Responsibility [J].Journal of Consumer Research,2015,41(6):1 412-1 425.
[11] VANHAMME J,SWAEN V,BERENS G.Playing with Fire:Aggravating and Buffering Effects of Ex Ante CSR Communication Campaigns for Companies Facing Allegations of Social Irresponsibility [J].Marketing Letters,2015,26(4):565-578.
[12] CONNORS S,ANDERSON M,THOMSON M.Overcoming the ‘Window Dressing’ Effect:Mitigating the Negative Effects of Inherent Skepticism towards Corporate Social Responsibility [J].Journal of Business Ethics,2017,145(3):599-621.
[13] 樊帅,田志龙.产品伤害危机下CSR策略匹配度对购买意愿的影响——基于消费者怀疑的中介作用[J].经济管理,2017,39(8):116-132.
[14] REEVE J,DECI E,RYAN R.Self-Determination Theory:A Dialectical Framework for Understanding Socio-Cultural Influences on Student Motivation [J].Big Theories Revisited,2004,4(7):31-60.
[15] DECI E,RYAN R.The “What” and “Why” of Goal Pursuits:Human Needs and the Self-Determination of Behavior [J].Psychological Inquiry,2000,11(4):227-268.
[16] DECI E,RYAN R.Motivation,Personality,and Development within Embedded Social Contexts:An Overview of Self-Determination Theory[J].2012,12(7):85-107.
[17] VERLEYE K.The Co-Creation Experience from the Customer Perspective:Its Measurement and Determinants [J].Journal of Service Management,2015,26(2):321-342.
[18] ANNETTA L.The “I’s” have it:A Framework for Serious Educational Game Design[J].Review of General Psychology,2010,14(2):105-112.
[19] GROH F.Gamification:State of the Art Definition and Utilization [J].Institute of Media Informatics Ulm University,2012,12(5):39-46.
[20] GIEBELHAUSEN M,CHUN H,CRONIN J.Adjusting the Warm-Glow Thermostat:How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction [J].Journal of Marketing,2016,80(4):56-71.
[21] RUIZ M,LARDINZAMBUDIO R,LOPEZLOPEZ I.I Will Do It If I Enjoy It! The Moderating Effect of Seeking Sensory Pleasure when Exposed to Participatory CSR Campaigns [J].Front Psychol,2016,6(6):19-29.
[22] PILIGRIMIENE Z,DOVALIENE A,VIRVILAITE R.Consumer Engagement in Value Co-Creation:What Kind of Value It Creates for Company?[J].Engineering Economics,2015,26(4):452-460.
[23] YEN H,HSU S,HUANG C.Good Soldiers on the Web:Understanding the Drivers of Participation in Online Communities of Consumption [J].International Journal of Electronic Commerce,2011,15(4):89-120.
[24] KAHNEMAN D,KNETSCH J.Valuing Public Goods:The Purchase of Moral Satisfaction [J].Journal of Environmental Economics & Management,1992,22(1):57-70.
[25] GRACE D,GRIFFIN D.Conspicuous Donation Behaviour:Scale Development and Validation [J].Journal of Consumer Behaviour,2009,8(1):14-25.
[26] DECI E.Intrinsic Motivation,Extrinsic Reinforcement,and Inequity [J].Journal of Personality and Social Psychology,1972,22(1):113-120.
[27] WHITE K,PELOZA J.Self-Benefit versus Other-Benefit Marketing Appeals:Their Effectiveness in Generating Charitable Support [J].Journal of Marketing,2009,73(4):109-124.
[28] KIM M,KIM D,KIM J.CSR for Sustainable Development:CSR Beneficiary Positioning and Impression Management Motivation [J].Corporate Social Responsibility and Environmental Management,2014,21(1):14-27.
[29] WINTERICH K,MITTAL V,AQUINO K.When Does Recognition Increase Charitable Behavior?Toward a Moral Identity-Based Model [J].Journal of Marketing,2013,77(3):121-134.
[30] BROECK A,VANSTEENKISTE M,WITTE H.Capturing Autonomy,Competence,and Relatedness at Work:Construction and Initial Validation of the Work-Related basic Need Satisfaction Scale[J].Journal of Occupational & Organizational Psychology,2010,83(4):981-1 002.
[31] SCHAUFELI W,SALANOVA M,GONZALEZ-ROMA V.The Measurement of Engagement and Burnout:A Two Sample Confirmatory Factor Analytic Approach[J].Journal of Happiness Studies,2002,3(1):71-92.
[32] BECKER-OLSEN K,CUDMORE B,HILL R.The Impact of Perceived Corporate Social Responsibility on Consumer Behavior [J].Journal of Business Research,2006,59(1):46-53.
[2] 樊帅,杜鹏,田志龙,等.“互联网+公益”背景下虚拟共创行为的影响研究[J].宏观经济研究,2017,11(7):166-183.
[3] 樊帅,田志龙,胡小青.心理所有权视角下消费者参与虚拟CSR共创的影响研究[J].管理学报,2017,14(3):414-424.
[4] ELIZABETH B.SANDERS P,STAPPERS J.Co-Creation and the New Landscapes of Design [J].Codesign,2008,4(1):5-18.
[5] CHRISTIAN M.,GARZA A,SLAUGHTER J.Work Engagement:A Quantitative Review and Test of Its Relations with Task and Contextual Performance [J].Personnel Psychology,2011,64(1):89-136.
[6] HOLLEBEEK L,GLYNN M,BRODIE R.Consumer Brand Engagement in Social Media:Conceptualization,Scale Development and Validation [J].Journal of Interactive Marketing,2014,28(2):149-165.
[7] BRODIE R,ILIC A,JURIC B.Consumer Engagement in a Virtual Brand Community:An Exploratory Analysis [J].Journal of Business Research,2013,66(1):105-114.
[8] AJZEN I.Consumer Attitudes and Behavior [J].Handbook of Consumer Psychology,2008,1(4):525-548.
[9] POTTER J.Discursive Social Psychology:From Attitudes to Evaluative Practices [J].European Review of Social Psychology,1998,9(1):233-266.
[10] CHERNEV A,BLAIR S.Doing Well by Doing Good:The Benevolent Halo of Corporate Social Responsibility [J].Journal of Consumer Research,2015,41(6):1 412-1 425.
[11] VANHAMME J,SWAEN V,BERENS G.Playing with Fire:Aggravating and Buffering Effects of Ex Ante CSR Communication Campaigns for Companies Facing Allegations of Social Irresponsibility [J].Marketing Letters,2015,26(4):565-578.
[12] CONNORS S,ANDERSON M,THOMSON M.Overcoming the ‘Window Dressing’ Effect:Mitigating the Negative Effects of Inherent Skepticism towards Corporate Social Responsibility [J].Journal of Business Ethics,2017,145(3):599-621.
[13] 樊帅,田志龙.产品伤害危机下CSR策略匹配度对购买意愿的影响——基于消费者怀疑的中介作用[J].经济管理,2017,39(8):116-132.
[14] REEVE J,DECI E,RYAN R.Self-Determination Theory:A Dialectical Framework for Understanding Socio-Cultural Influences on Student Motivation [J].Big Theories Revisited,2004,4(7):31-60.
[15] DECI E,RYAN R.The “What” and “Why” of Goal Pursuits:Human Needs and the Self-Determination of Behavior [J].Psychological Inquiry,2000,11(4):227-268.
[16] DECI E,RYAN R.Motivation,Personality,and Development within Embedded Social Contexts:An Overview of Self-Determination Theory[J].2012,12(7):85-107.
[17] VERLEYE K.The Co-Creation Experience from the Customer Perspective:Its Measurement and Determinants [J].Journal of Service Management,2015,26(2):321-342.
[18] ANNETTA L.The “I’s” have it:A Framework for Serious Educational Game Design[J].Review of General Psychology,2010,14(2):105-112.
[19] GROH F.Gamification:State of the Art Definition and Utilization [J].Institute of Media Informatics Ulm University,2012,12(5):39-46.
[20] GIEBELHAUSEN M,CHUN H,CRONIN J.Adjusting the Warm-Glow Thermostat:How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction [J].Journal of Marketing,2016,80(4):56-71.
[21] RUIZ M,LARDINZAMBUDIO R,LOPEZLOPEZ I.I Will Do It If I Enjoy It! The Moderating Effect of Seeking Sensory Pleasure when Exposed to Participatory CSR Campaigns [J].Front Psychol,2016,6(6):19-29.
[22] PILIGRIMIENE Z,DOVALIENE A,VIRVILAITE R.Consumer Engagement in Value Co-Creation:What Kind of Value It Creates for Company?[J].Engineering Economics,2015,26(4):452-460.
[23] YEN H,HSU S,HUANG C.Good Soldiers on the Web:Understanding the Drivers of Participation in Online Communities of Consumption [J].International Journal of Electronic Commerce,2011,15(4):89-120.
[24] KAHNEMAN D,KNETSCH J.Valuing Public Goods:The Purchase of Moral Satisfaction [J].Journal of Environmental Economics & Management,1992,22(1):57-70.
[25] GRACE D,GRIFFIN D.Conspicuous Donation Behaviour:Scale Development and Validation [J].Journal of Consumer Behaviour,2009,8(1):14-25.
[26] DECI E.Intrinsic Motivation,Extrinsic Reinforcement,and Inequity [J].Journal of Personality and Social Psychology,1972,22(1):113-120.
[27] WHITE K,PELOZA J.Self-Benefit versus Other-Benefit Marketing Appeals:Their Effectiveness in Generating Charitable Support [J].Journal of Marketing,2009,73(4):109-124.
[28] KIM M,KIM D,KIM J.CSR for Sustainable Development:CSR Beneficiary Positioning and Impression Management Motivation [J].Corporate Social Responsibility and Environmental Management,2014,21(1):14-27.
[29] WINTERICH K,MITTAL V,AQUINO K.When Does Recognition Increase Charitable Behavior?Toward a Moral Identity-Based Model [J].Journal of Marketing,2013,77(3):121-134.
[30] BROECK A,VANSTEENKISTE M,WITTE H.Capturing Autonomy,Competence,and Relatedness at Work:Construction and Initial Validation of the Work-Related basic Need Satisfaction Scale[J].Journal of Occupational & Organizational Psychology,2010,83(4):981-1 002.
[31] SCHAUFELI W,SALANOVA M,GONZALEZ-ROMA V.The Measurement of Engagement and Burnout:A Two Sample Confirmatory Factor Analytic Approach[J].Journal of Happiness Studies,2002,3(1):71-92.
[32] BECKER-OLSEN K,CUDMORE B,HILL R.The Impact of Perceived Corporate Social Responsibility on Consumer Behavior [J].Journal of Business Research,2006,59(1):46-53.
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