企业社会责任匹配性对消费者品牌的影响研究--基于消费者价值观的调节作用

Research on the Effect of Corporate Social Responsibility Fit on Consumer Brand Attitude——Based on the Moderating Effect of Consumer Values

企业社会责任匹配性作为新的提升策略现已成为企业追求竞争差异化的重要手段,但其对消费者品牌态度的影响机制如何,目前国内外研究还未达成一致性的结论。本文采用实验法对企业社会责任匹配性、利他性归因、利他性价值观与消费者品牌态度之间的关系进行了研究,考察了不同价值观水平下企业社会责任匹配性对消费者品牌态度产生的作用机制。研究发现:消费者利他性价值观调节了企业社会责任匹配性通过利他性归因的中介作用对消费者品牌态度产生的间接影响。利他性价值观较高时,间接影响显著;利他性价值观较低时,间接影响不显著。

As the new promotion strategy, CSR fit has become a competitive differentiation means. But there is no consistency conclusion about the mechanism between CSR fit and consumer brand attitude, and investig ated the mechanism of the influence of CSR fit on consumer brand attltuade under different levels of ualues The paper using experimental method studied the relationship among CSR fit, altruistic attribution, altruistic values and consumer brand attitude, and investigated the mechanism of the influence of CSR fit on consumer brand attituade under different levels of values. The main conclusions are as follows：consumers＇ altruistic values moderate the positive and indirect relationships between CSR fit and consumer brand attitude which is mediated by altruistic attribution. Specifically, altruistic values will mediate these relationships under conditions of high altruistic values, but not under conditions of low altruistic values.