企业社会责任声誉对消费者报复行为的影响——以新冠病毒肺炎的流行为背景

The Impact of CSR Reputation on Consumer Retaliation Behavior in the Context of Covid-19 Pandemic

当前,在新冠病毒肺炎流行威胁的背景下,企业品牌危机爆发频繁,消费者报复行为成为企业经营必须认真应对的问题。基于认知失调理论,从品牌危机的消费者响应视角出发,探讨企业社会责任声誉与危机类型对消费者报复行为的影响,结果表明:企业社会责任声誉对消费者报复行为具有显著影响,积极的企业社会责任声誉能抑制消费者报复行为;品牌危机类型对消费者报复行为具有显著影响,象征型危机情境比功能型危机情境更易引发消费者报复行为;企业社会责任声誉与品牌危机类型交互作用显著。因此,企业在经营管理的过程中,除了做好核心产品,还应重视企业社会责任投资,竭力避免被消费者视为伪善、失德的企业。

Due to the Covid-19 pandemic,brand crises erupt more frequently,and consumer retaliation behavior to negative brand events has become an important issue enterprises must deal with.This study,based on cognitive dissonance theory,explores the impact of CSR reputation and crisis types on consumer retaliation behavior from the perspective of consumer response to brand crises.The results show that CSR reputation exerts significant influence on consumer retaliation behavior:positive CSR reputation restrains consumer retaliation behavior.And brand crisis type has significant impact on consumer retaliation behavior:symbolic crisis situation is more likely to trigger consumer retaliation than functional crisis situation.Corporate social responsibility and brand crisis type have significant influence on each other.We conclude that enterprises should not only value their core products,but also put emphasis on corporate social responsibility investment,to avoid being regarded as hypocritical and immoral enterprises by consumers.