CSR信息方式对消费者感知价值和品牌认同的影响——信息传递方式与信息呈现方式的作用

Impact of Corporate Social Responsibility Information Mode on Customer Perceived Value and Brand Identity——The Role of Information Transmission Mode and Information Presentation Mode

采用实验研究方法对CSR信息方式对消费者感知价值和品牌认同的影响进行研究,结果发现:对于正面CSR信息,通过企业与第三方共同宣传的方式对消费者正向感知价值影响更大; CSR信息传递方式可以促进正面CSR信息对消费者感知价值和品牌认同的影响作用,其中共同宣传方式的促进作用最为显著; CSR信息呈现方式对消费者感知价值和品牌认同具有正向影响作用;采用得益框架可以促进正面CSR信息对消费者感知价值的正向影响。研究结果对企业有效宣传社会责任提供了管理建议。

This paper analyzes the impact of corporate social responsibility information mode on customer perceived value and brand identity by Experimental Research method.Results show that,based on the experimental analysis,firstly,the joint publicity mode have more significantly positive effect on the customer perceived value under positive CSR information condition;secondly,joint publicity could most enhance the effect of positive CSR information on customer perceived value and brand identity;thirdly,the CSR information presentation mode have significantly positive effect on the customer perceived value and brand identity;finally,the gain framing could enhance the effect of CSR information on customer perceived value.In the end,it provides some suggestions for the corporations to take more corporate social responsibility.