社会责任感知对互联网理财平台消费者使用意愿的影响机制研究

Research on the Influence Mechanism of Corporate Social Responsibility Perception on Consumers’ Willingness to Use of Internet Financial Platform

基于企业社会责任理论及相关行业研究成果,本文对互联网金融企业社会责任的内涵进行探讨,并以互联网理财平台作为研究对象探究其对消费者使用意愿的影响机制。结果表明:企业社会责任感知显著正向影响消费者对理财平台的使用意愿;感知风险受个体信任倾向调节,且在企业社会责任感知与消费者使用意愿间起中介作用。进一步的结构方程模型检验结果表明,在企业社会责任感知各子维度中,慈善捐赠责任感知、消费者权益责任感知和企业经营责任感知显著正向影响消费者对理财平台的使用意愿,公益赞助责任感知与环境责任感知则无显著影响。

Based on the theory of Corporate Social Responsibility and related industry research results,this paper discusses the connotation of Corporate Social Responsibility in the Internet financial industry and further explores its impact on consumers and its impact mechanism.Taking the internet financial platform as an empirical research object,we test the theoretical hypothesis through hierarchical regression.The results show that the CSR perception has a significant positive impact on consumers' willingness to use the financial platform,and the perceived risk,which is mediated by trust tendency,plays a mediating role in this impact.Furthermore,the structural equation model is used to analyze the impact of sub-dimensions of the CSR perception.The results show that charitable donation,consumers' rights,and the enterprise management responsibility perception have significant positive effects on consumers' willingness to use,while sponsorship and environmental protection responsibility perception have no significant impact on consumers' willingness to use.