摘要
资源不足是中国社会企业发展中面临的重要问题。互联网的发展为社会企业提供了低成本营销以获取资源的渠道。基于资源视角,建立在线营销能力对社会企业绩效影响的机制模型并进行实证检验。对198家社会企业的调查数据分析结果表明,在线营销能力对社会企业的社会绩效和经济绩效有显著正向影响,组织合法性在其中起中介作用。环境动荡性在在线营销能力和组织合法性间起正向调节作用。
Insufficient resources are an important issue that Chinese social enterprises have to address.The development of the Internet provides social enterprises with low-cost marketing channels to obtain resources.Based on the resource perspective,this paper establishes a mechanism model and conducts an empirical test on the impact of online marketing capability on social enterprise performance.The analysis of the survey data of 198 social enterprises shows that online marketing capabilities have a significant positive impact on the social and economic performance of social enterprises.Organizational legitimacy plays a moderator role among them.Environmental turbulence strengthens the relationship between online marketing capability and organizational legitimacy.
作者
吴剑琳
WU Jianlin(School of Management,University of Science and Technology of China,Hefei 230026,China)
出处
《大连理工大学学报（社会科学版）》
CSSCI
北大核心
2022年第6期57-66,共10页
Journal of Dalian University of Technology(Social Sciences)
基金
国家社会科学基金一般项目“‘互联网+’背景下企业能力、商业模式创新与社会企业绩效研究”(17BGL077)。
关键词
在线营销能力
组织合法性
环境动荡性
社会企业绩效
online marketing capability
organizational legitimacy
environmental turbulence
social enterprise performance
