企业社会责任感知情境下消费者道德伪善的形成机理研究

本研究将心理学领域的道德伪善与企业社会责任相结合,将消费者企业社会责任响应中企业特征、产品特征以及消费者特征三个层次的调节变量引入概念模型,利用结构方程和多元回归方法,从经济理性和感性角度探讨了消费者道德伪善的形成机理。研究结果显示,企业社会责任信息刺激下,消费者态度和购买行为之间存在不一致性,表现出道德伪善性。企业能力和产品感知质量在消费者态度向购买行为转化过程中存在显著的正向调节效应,消费者表现出很强的经济特征;但是,面子意识在消费者态度向购买行为转化过程中不存在显著的调节效应。

A Research on Formation of Mechanism of Moral Hypocrisy Under the Context of Corporate Social Responsibility

This study combines CSR with moral hypocrisy in the field of psychology, introduces three levels of moderating variables, such as enterprise characteristics, product characteristics and consumer characteristics, into the conceptual model, applying structural equation and multivariate regression to explore the formation mechanism of the consumer moral hypocrisy from perspective of economic rationality and sensibility. Results shows that under the context of perceived CSR, there are inconsistencies between consumer attitude and purchase behavior, that is, moral hypocrisy. Enterprise ability and perceived quality have significant positive moderating effect, however, face consciousness does not have significant moderating effect.