企业消费帮扶对员工家庭参与的道德溢出效应

Moral Spillover Effect of Enterprise Consumption Assistance on Employees’ Family Participation

基于社会学习理论,探讨企业参与消费帮扶对员工及家庭是否具有道德溢出效应。通过对226名员工样本的数据分析,结果表明:企业消费帮扶行为能够促进员工家庭消费帮扶,企业志愿服务榜样角色起中介作用;家庭互动和消费帮扶产品使用体验正向调节企业消费帮扶和员工家庭消费帮扶的关系。本研究为消费帮扶的市场化和长效机制建立提供新动力,为巩固脱贫攻坚成果、助力乡村振兴提供新途径。最后从三方面提出对策建议:企业方增加消费帮扶的频次与规模,注重文化导向的帮扶模式构建;产品生产方与销售方在保证帮扶产品质量和使用体验的基础上,增加帮扶产品的社会互动功能;政府相关部门强化帮扶产业链监管,激发行业龙头企业消费帮扶的社会学习效应。

Based on social learning theory, this paper discusses whether enterprise participation in consumption assistance has moral spillover effect on employees and their families. Through the data analysis of a sample of 226 employees, the results show that the enterprise consumption assistance behavior can promote the family consumption assistance of the employees, and the role of the enterprise volunteer service model plays an intermediary role;family interaction and consumer assistance product experience positively regulate the relationship between enterprise consumption assistance and employee family consumption assistance. This study provides new impetus for the establishment of a market-oriented and long-term mechanism of consumption assistance, and provides a new way to consolidate the achievements of poverty alleviation and help rural revitalization. Finally, countermeasures and suggestions are put forward from three aspects: enterprises should increase the frequency and scale of consumption assistance, and pay attention to the construction of culture-oriented assistance mode;on the basis of ensuring the quality and experience of the product, the product manufacturer and seller increase the social interaction function of the assistance product;relevant government departments should strengthen the supervision of the industrial chain to stimulate the social learning effect of consumption assistance for leading enterprises in the industry.