得道者多助：企业社会责任与顾客公民行为被引量：12

How Corporate Social Responsibility Affect Customer Citizenship Behavior:The Mediating Role of CSR Trust and Customer-Corporate Identification

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摘要本研究构建了企业社会责任与顾客公民行为的模型,并经过问卷调查和结构方程模型的方法验证了企业社会责任行为通过消费者信任和认同的中介作用对顾客公民行为的积极影响。结论表明勇于承担社会责任的企业会获得消费者在购买行为以外的顾客公民行为,进而促进高品质顾客关系的形成。 This article proposed a model contained CSR, CCB, CSR trust, and customer- corporate identification. Based on surveying data collected from 376 consumers, results of SEM indicate that CSR has positive effect on CCB, through the full mediator of CSR trust and customer - corporate identification. Results of this article suggest companies to do CSR from the prospect of corporate - customer relationship will get more returns from CCB.

作者涂铭景奉杰鄢丙胜汪兴东

机构地区华中科技大学管理学院华东理工大学商学院华中科技大学江西农业大学经济管理学院

出处《经济与管理研究》 CSSCI 北大核心 2013年第3期94-101,共8页 Research on Economics and Management

基金国家自然科学基金项目“产品危机事件之群发属性对消费者补救预期的影响--情感反应的心理作用机制”(70972018) 国家自然科学基金项目“产品属性和消费行为变动性对顾客动态满意的影响机制研究--享乐适应的视角”(71272124)

关键词企业社会责任 CSR信任顾客企业认同顾客公民行为 Corporate Social Responsibility CSR Trust Customer - corporate Identification Customer Citizenship Behavior

分类号 F272-05 [经济管理—企业管理]

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