企业社会责任、危机反应方式与消费者信任

Corporate Social Responsibility,Company's Reaction Way to Crisis and Consumer Trust

当企业危机发生后,企业最关心的是消费者的信任问题。本研究对危机反应方式与消费者信任之间的关系,以及危机发生前企业社会责任对二者关系的影响机制进行分析,发现危机发生后企业社会责任对消费者信任起到很大影响,当企业社会责任表现积极时,消费者信任水平明显提高,并且上述关系并不受企业危机反应方式的影响;危机发生后企业"明确承担责任"并不是一个坏选择,甚至是一个最好的选择。

Consumer trust is the most important issue that the company is concerned about after a crisis. In this study, the relationship between company＇s reaction way to crisis and consumer trust and how the corporate social responsibility （CSR） before the crisis influences the relationship are analyzed, finding that CSR has great impact on consumer trust after crisis. When CSR is positive, the level of trust is high. And the relationship between CSR and consumer trust is not influenced by the company＇s reaction way. We find ＂clear responsibility＂ reaction way isn＇t a bad choice, even a best selection.