体育用品企业社会责任对顾客公民行为的影响:有调节的链式中介

Impact of Social Responsibility of Sporting Goods Enterprises on Customers’Citizenship Behaviors:Moderated Chain Mediation

基于社会认同理论、手段—目的链理论及保护动机理论,运用偏最小二乘法结构方程模型(PLS-SEM)和模糊集定性比较分析(fsQCA)实证分析调查问卷数据,探究疫情防控期间体育用品企业社会责任对顾客公民行为的影响。结果表明:体育用品企业社会责任能够积极影响顾客公民行为,顾客的负面情绪削弱了两者的关系强度;品牌体验和顾客韧性发挥了部分中介作用;存在“社会责任—品牌体验—顾客韧性—顾客公民行为”的链式路径。高社会责任在高品牌体验和高顾客韧性的辅助下,能够触发高顾客公民行为;高品牌体验和高顾客韧性的交互作用亦能产生高顾客公民行为。体育用品企业应制定社会责任战略并付诸实践,利用社会责任强化品牌体验和顾客抗击疫情的心理韧性,关注负面情绪对顾客公民行为的影响。

Based on social identity theory,means-end chain theory and protection motivation theory,the paper empirically analyzes the questionnaire data using partial least squares structural equation modeling(PLS SEM)and fuzzy set qualitative comparative analysis(fsQCA)to investigate the social responsibility of sporting goods companies on customers’citizenship behaviors during the epidemic prevention and control period.The results show that the social responsibility of sporting goods enterprises can positively influence customers’citizenship behaviors,but negative customer emotions weaken the strength of the relationship between the two;brand experience and customer resilience play a part of the mediating role;there is a chain path of“social responsibility-customer resilience-customers’citizenship behavior”.High social responsibility can trigger high customers’citizenship behaviors with the assistance of high brand worship and high customer resilience;the interaction of high brand worship and high customer resilience can also generate high customers’citizenship behaviors.Sporting goods companies should formulate social responsibility strategies and put them into practice,use social responsibility to strengthen brand experience and customers’psychological resilience against the epidemic,and pay attention to the impact of negative emotions on customers’citizenship behaviors.