企业不道德行为对消费者评价的影响——基于道德脱钩的中介和消费者权力的调节

Impact of Unethical Corporate Behavior on Consumer Evaluation: Based on the Mediating Effect of Moral Decoupling and the Moderator Effect of Consumer Power

企业不道德行为对消费者产生伤害的同时也对企业品牌造成极大的负面影响。深入剖析企业不道德行为对消费者的影响有助于企业危机管理,但在现有研究中鲜有关注。本文通过实验研究方法,从企业不道德行为类型、不道德行为对消费者评价影响机制以及消费者权力对影响机制的调节作用这三个方面展开研究。研究发现:企业不道德行为引起消费者对企业绩效、道德和品牌综合评价全面下降,企业不道德行为与产品关联度越高,消费者对企业的品牌综合评价和道德评价越低;道德脱钩机制在不道德行为对消费者评价的影响过程中具有中介作用;消费者权力显著调节道德脱钩机制的中介效应,高权力消费者更愿意通过道德脱钩机制评价企业的不道德行为,对企业的道德评价和品牌综合评价更低。研究结论丰富了企业社会责任的理论研究框架,对企业防止不道德行为发生和弥补不道德行为造成的负面影响提供了策略性建议。

Unethical corporate behaviors cause not only harm to consumers but also negative impact on corporate brands.A meaningful way to facilitate corporate crisis management is to deeply analyze the impact of unethical corporate behavior on consumer,but existing researches do little in this regard.Through experimental research,this paper explores the impact from three aspects:The types of unethical corporate behavior,the influence mechanism of unethical behavior on consumers and the moderator effect of consumer power.Results show that:Firstly,unethical corporate behavior causes decline of the corporate performance evaluation,moral evaluation and brand evaluation.The higher the relevancy between the unethical corporate behavior and the product,the lower the consumers’moral evaluation and brand evaluation.secondly,moral decoupling has a mediating role between unethical corporate behavior and consumer evaluation.Finally,consumer power has a significant moderator effect on mediating role,high-power consumers are more willing to evaluate the unethical corporate behavior through the moral decoupling mechanism,and the moral evaluation and brand evaluation of corporate are lower.The conclusions enrich the theoretical framework of CSR and provide strategic suggestions for preventing unethical corporate behavior and offsetting the negative effects of unethical corporate behavior.