企业社会责任履行与消费者响应的互动机理研究

The Interaction Mechanism of CSR Performance and Consumer Response

一段时间以来,企业社会责任在包括中国在内的越来越多的国家受到了政府、企业和消费者的普遍关注。对这一问题的研究与实践,不但能够让企业受到激励,在履行责任的过程中获得回报,还能为企业的生产运营提出警示——任何负面的社会责任行为都会对目标客户的购买意愿与推荐意愿产生直接影响,企业利益会因此而受到损害。企业社会责任意识的产生,会让企业与消费者形成新的互动范式。一方面,企业会主动把社会责任纳入对经济利益的诉求当中,并以此构建自身的目标体系;另一方面,消费者会把企业社会责任纳入消费决策行为的参照系中。双方的良性互动有助于健康市场秩序的发展与维护。

For some time, corporate social responsibility has been widely watched by governments,businesses and consumers in more and more countries, including China. On the issue of research and practice,not only can make enterprises were motivated, a reward in the process of responsibility, but also for theproduction of the enterprise operating warn-any negative social responsibility behavior of target customersdirectly influence purchase intention and recommendation intention, and corporate interests will have greatharm. The emergence of corporate social responsibility consciousness will lead enterprises and consumers toform new thinking patterns. On the one hand, enterprises will take the initiative to integrate social responsibilityinto the demands of economic interests and build their own target system. On the other hand, consumers willincorporate CSR into the frame of reference of consumer decision-making.