非线性思维视角下消费者的企业社会责任需求辨识

The Identification of Consumers’CSR Requirements from the Perspective of Nonlinear Thinking

当前文献主要依据线性逻辑来解释CSR的消费者响应,而这种单一的视角在该研究领域具有较大的局限性。消费者的CSR需求是消费者响应系统的重要部分,本文从非线性思维的视角探究了该需求。基于Kano模型,以食品行业的数据识别出该行业的CSR活动包含四种需求类型:必备型、期望型、魅力型与无差异型,确定了各类别下的每个CSR活动的相对重要度次序。研究结果表明消费者的CSR需求存在非线性、非对称性特征,根据这种需求划分CSR维度是合理的,这有助于进一步研究CSR的消费者响应问题,也有助于企业赢得消费者响应。

Extant literature mainly explains consumer responses to CSR with linear logic,but this single perspective has great limitations in this research field.Consumers’CSR requirements are important parts of the system of consumer responses to CSR.This paper explores consumers’CSR requirements from the perspective of nonlinear thinking.Based on Kano model,four types of CSR requirements are obtained from the data of the food industry,i.e.,Must-be,One-dimensional,Attractive and Indifferent.The relative importance for each item in different categories is determined.The study results indicate that there are nonlinear and asymmetric characteristics of consumers’CSR requirements,and it is reasonable to classify the CSR domains according to these requirements.The findings are conducive to further research on consumer responses to CSR and help companies win consumer responses.