参与企业社会责任活动方式对消费者响应的影响——基于品牌认同的中介作用

The Impact of Activity Mode of Customer Engagement in CSR on Consumer Response:The Mediating Effect of Consumer-brand Identification

本文旨在研究参与CSR活动方式对消费者响应的影响机制,探讨消费者品牌认同的中介作用和消费者个人价值观的调节作用。研究结果发现:(1)参与CSR活动的深度和持续度对消费者的响应具有正向影响;(2)品牌认同在参与CSR活动方式对消费者响应的影响中具有中介作用,特别是在参与CSR活动持续度和消费者购买意愿之间,品牌认同具有完全中介作用;(3)自我超越型价值观的消费者,品牌认同对参与CSR活动深度和消费者响应之间的中介作用更强。研究结论丰富了企业社会责任的理论研究框架,对企业CSR策略实施提供了实践指导。

This paper aims to study the impact of activity mode of customer engagement in CSR on consumer response,and explore the mediating effect of consumer-brand identification and the moderate effect of consumer value.The results show that:(1)the depth and duration of customer engagement in CSR activity have significant positive effects on the consumer response.(2)consumer-brand identification has mediation role between engagement in CSR activity and consumer response,in particular,consumer-brand identification plays a fully mediation role between the duration of customer engagement in CSR activity and purchase intention.(3)for self-transcendence consumer,the consumer-brand identification plays a stronger mediation role between the depth of customer engagement in CSR activity and consumer response.This study not only enriches the theoretical framework of CSR,but also provides instructive value for CSR strategy.