平台经济视阈下社会责任消费行为意向驱动因素研究

Research on the Driving Factors of Social Responsibility Consumption Intention from the Perspective of Platform Economy

平台经济的快速发展使得平台型社会责任消费问题日益被关注。立足平台经济情境下社会责任消费行为的“利他”属性,基于弱关系理论和消费者—企业认同理论,从社会互动视角对计划行为理论进行重塑,在问卷调查基础上通过统计分析方法研究社会责任消费行为意向驱动因素。实证显示:行为态度、社会规范、感知行为控制及平台企业社会责任认同对社会责任消费行为意向的生态消费、善因消费和诚信消费三个维度均有不同程度的正向影响,其中社会规范是最大的影响变量;行为态度在社会规范、感知行为控制、平台企业社会责任认同与社会责任消费行为意向之间起中介作用。修正后的计划行为理论实现了个人与社会、理性逻辑和情感逻辑的有机统一,能对平台经济视阈下社会责任消费行为意向进行有效的解释与预测,从而为平台社会责任生态化治理提供一定启示。

The rapid development of platform economy has caused lots of social responsibility consumption problems.Emphasizing on the"altruistic"attribute of social responsibility consumption behavior in the context of platform economy,based on the weak-relationship theory and the consumer-corporation identity theory,this paper reshapes TPB from a perspective of social interactions.Using statistic analysis methods from the questionnaire survey,this paper discusses the antecedents of social responsibility consumption intention from the perspective of platform economy.The empirical results show that:attitude,social norms,perceived behavior control and platform corporate social responsibility identity have different degrees of positive impact on social responsibility consumption behavior intention,among which social norms are the most influential factor.Attitude plays an intermediary role between social norms,perceived behavior control,platform-corporate social responsibility identity and social responsibility consumption behavior intention.The revised TPB which builds a bridge of individual and society,rational logic and emotional logic can explain and predict the social responsibility consumption behavior intention effectively from the perspective of platform economy,so as to offer some managerial implications for the ecological governance of the platform social responsibility.