CSR中伪善行为对消费者惩罚意愿的影响

Research on the Influence of Corporate Hypocrisy on Consumer Punishment in CSR

本文立足于中国社会环境,从利益相关者角度出发,基于归因理论实证探讨了消费者对企业伪善行为产生惩罚意愿的心理机制及其伪善感知的影响因素。研究创新地将自变量企业伪善行为划分为公共性企业伪善行为和技术性企业伪善行为,发现不同伪善行为均导致消费者产生强烈惩罚意愿,相较于公共性伪善行为,针对技术性伪善行为的消费者惩罚意愿更高。在这个过程中,消费者伪善感知起到了中介作用,针对技术性伪善行为比针对公共性伪善行为的伪善感知程度更高;而伪善行为曝光方式则起到了调节作用,相较于主动曝光,消费者对被动曝光的企业伪善行为感知程度更高。研究结论补充了现有CSR伪善研究中关于不同企业伪善行为结果变量和过程机制的相关探讨,对企业正确且有效履行社会责任行为具有一定的理论和实践意义。

Although the topic of corporate social responsibility has a long history of research,the academic community has never stopped its discussion.Initially,the study of corporate social responsibility only regards it as a high level charity of the enterprise.With the deepening of social practice,it has become an important part of stakeholder management.This view has also been widely recognized by other scholars.At the same time,corporate social responsibility has also been applied to the model of corporate strategic performace.In the process of practice,enterprises also increasingly pay the attention to the importance of corporate social responsibility.However,in the process of fulfilling corporate social responsibility,due to the reasons of stakeholders,economy,organization and communication,it is inevitable that some enterprises will“speak a set,do one set”,this king of behaviour causes an adverse effects to China s economic development,and it has also caused that the public have a crisis of confidence in enterprises and even society.Based on the field of corporate social responsibility,this study focuses on the phenomenon of corporate hypocrisy,that is,corporate hypocrisy.From the perspective of corporate stakeholders,this study innovatively divides the types of corporate hypocrisy into technical hypocrisy and public hypocrisy according to whether corporate social responsibility is related to the main stakeholders.The main contents of this paper include the influence of the types of corporate hypocrisy on consumers willingness to punish,the mediating role of corporate hypocrisy perception and the regulating role of exposure mode(active VS passive).Empirical research shows that the types of corporate hypocrisy have a significant impact on consumers willingness to punish.Compared with public hypocrisy,consumers willingness to punish technological hypocrisy is higher.Consumers willingness to punish corporate hypocrisy is mediated by corporate hypocrisy perception.The phenomenon of inconsistency in corporate hypocrisy will cause consumers hypocrisy perception.The types of corporate hypocrisy have a significant impact on consumers hypocrisy perception.Technical hypocrisy has a higher degree of moral deviation than public hypocrisy,and social deviation is more serious.Therefore,consumers have a higher degree of hypocrisy perception of technical hypocrisy than public hypocrisy.Exposure mode has a moderating effect on consumers perception of hypocrisy caused by the types of corporate hypocrisy.When the types of corporate hypocrisy are the same,both of them are technical hypocrisy,consumers have a higher degree of hypocrisy perception of corporate hypocrisy when exposed passively than when exposed actively.Similarly,when the types of corporate hypocrisy are public hypocrisy,consumers have a higher degree of hypocrisy perception when exposed actively than when exposed actively.The degree of hypocrisy perception of dynamic exposure is higher.The conclusion of the study complements the relevant discussion on the outcome variables and process mechanism of different enterprises hypocritical behavior in the study of CSR hypocrisy.The main management implications of this study are as follows:Firstly,paying attention to consumer response,strengthening risk monitoring,and paying attention to consumer hypocrisy and consumer punishment.Secondly,building the core value system of the enterprise,forming the system norms,and improving the reward and punishment measures internally.Thirdly,actively accepting the supervision of the public and handling the external relations.The possible innovations of this paper are as follows:Firstly,from the perspective of research,previous scholars focused more on whether enterprises should do CSR and the positive significance and consequences of doing CSR,and less on the negative situation of CSR in enterprises,that is,the problem of inadequate performance of CSR in enterprises,that is,the problem of corporate hypocrisy.The independent variables of this study have been expanded on the basis of the original research,and the types of hypocritical behaviors of enterprises have been distinguished.Secondly,in the related research of corporate hypocrisy,more tend to discuss at the theoretical level,lack of attention at the practical level,less attention to the consequences of corporate hypocrisy consumer punishment,for how to reduce consumers perception of corporate hypocrisy is also lack of discussion,this study has a certain guiding significance for the practice of enterprises.