慈善抑或伪善:公众对污点企业社会责任活动的感知与评价

Charity or Hypocrisy: Public Perception and Evaluation of CSR Activities of Companies with Undesirable Reputation

本文通过实验研究检验污点企业开展社会责任活动的有效性,结果发现:(1)公众对于企业开展社会责任活动的诚意动机感知度决定其对企业形象的评价。当公众认为企业的诚意动机高时,企业社会责任活动能够提升公司形象;反之,则会损害公司形象。(2)公众对企业的诚意动机感知度受企业与其社会责任活动支持的目标对象之间的利益关联显著性,以及企业社会责任活动信息来源的影响:当利益关联显著性高且信息来源于企业时,公众对企业的诚意动机感知度低,企业社会责任活动无法提升公司形象。

We conduct an experiment to examine the effectiveness of CSR activities of companies with an undesirable rep-utation.It is found that CSR activities improve a company's image when consumers and the public have high perception of sin-cerity of motives, but may damage a company's image when its sincerity of motives is perceived as low or ambiguous.Variables affecting perceived sincerity include the benefit salience of the activities and the source from which consumers learn about CSR activities.High benefit salience hurts a company's image, especially when consumers learn about them from a company source.