社会化网络对消费者社会责任影响实证研究

An Empirical Study on Factors Affecting Social Network for Consumers Social Responsibility

在综述以往研究的基础上,根据我国现状及社会化网络的特点,重新界定了消费者社会责任概念和行为变量,并通过线上和线下问卷调研,实证了社会化网络对消费者社会责任的影响.研究结果表明:在社会化网络上,消费者社会责任意识与其关注的话题、在平台上的参与度、在社会化网络平台上的参与度不同,参与信息评论的程度呈现相关性.研究结果可以为企业开展社会责任营销提供理论参考依据.

Based on the review of prior research, according to China＇s situation and features of social networks, the concept and behavior variables of consumer＇s social responsibility are redefined. Through the questionnaire survey online and offline, the influence of social networks on consumers＇ social responsibility is evidenced. On the research results show the correlativity of consumer＇s social responsibility consciousness and their focus on topics＇whether comments on the platform＇participation on different platform in the social network. The results can provide theoretical reference for enterprises to carry out the social responsibility of marketing.