中国情境下消费者CSR反应特征研究
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摘要
中国作为全球最大的新兴市场,中国消费者的态度和行为已成为中国本土企业和跨国公司共同关注的对象。随着企业社会责任在企业战略管理及营销实践中的逐渐应用,不同阶层的中国消费者究竟会如何反应企业社会责任行为,以及消费者在反应不同行业企业的社会责任行为时会呈现出怎样的差异性及其规律,尚没有在已有研究中得到合理的回答和解释。本论文通过对六个行业1022名消费者的情境式问卷调查,具体探讨如下问题：1)探讨中国消费者究竟会如何反应企业社会责任行为；2)探讨消费者反应在不同产品类别之间具有怎样的差异性,并解释这种差异性所隐含的心理机制；3)在群体细分的基础上,探讨消费者CSR反应的群体特征,并结合中国特有的经济与文化背景来解释不同消费者群体的反应特点及其外在动因；4)本研究进一步挖掘产品类型与群体特征的内在关联机制,以更深入全面的探究企业社会责任消费者反应的内在规律；5)引入消费者规范理性的概念,从社会规范的视角探讨消费者规范理性与企业社会责任消费者反应之间的关联关系。
本论文的主要研究结论如下：
首先,中国消费者对企业社会责任的总体认知具有自身的本土特征。1)中国消费者在日常生活和消费中对企业社会责任行为的关注度较低,这种低关注度在很大程度上限制了消费者做出进一步的反应；2)消费者感知的企业社会责任水平越高,越会信任企业履行社会责任的真诚性,从而做出越积极的企业评价。然而,这种信任不会转换为更积极的产品联想和购买意愿；3)中国消费者最关心的是企业社会责任行为的结果和持续性,而不是企业履行社会责任的动机；4)对于企业社会表现优秀的企业,中国消费者很难接受其产品在一定范围内的溢价水平。其次,中国消费者对企业社会责任的反应具有行业或产品类别之间的差异性特征。研究结果表明,销售中等差异化(vs.高度差异化和低度差异化)、体验型(vs.搜索型和信任型)和实用型(vs.享乐型和混合型)产品的企业更能够通过企业社会责任行为赢得消费者更积极的产品联想和购买意愿。再次,中国消费者对企业社会责任的反应具有显著的群体特征。研究表明,人口统计因素与消费者反应之间并不是简单的线性关系,具有多元人口统计特征的不同的社会群体之间的反应存在较大差异。本研究将消费者细分为热情型、现实型和精明型,年龄和收入是三类消费者在人口统计特征分布上的主要差别。中年、中等收入消费者更乐于积极响应企业社会责任行为。再次,中国消费者对企业社会责任行为反应的行业特征与群体特征之间具有内在的关联性。研究发现：1)只有热情型和现实型消费者在接收到体验产品销售企业的CSR信息时,才会表现的更加积极,且现实型消费者的反应还会受到CSR信任的显著影响；2)精明型消费者很难对CSR信息做出积极反应,即使企业CSR行为赢得了他们的信任,也只能影响他们的企业评价,而不会唤起他们对产品的积极联想和购买意愿。最后,消费者的规范理性与企业评价和购买意愿之间均具有显著的正相关关系,然而消费者规范理性与消费者的产品联想之间不存在显著的相关关系。
本研究突破性的将产品分类理论与消费者视角的企业社会责任理论相结合,弥补了现有研究仅仅单一行业背景或产品刺激下、依据总体消费者的情况来解释消费者反应规律的缺陷。此外,本研究基于一种新的理性形式一规范理性来探讨消费对企业社会责任的反应,丰富了现有研究的理论视角。本研究启示在华经营的企业管理者们,在策略性的进行企业社会责任实践时必须考虑到企业所在市场的行业特征及消费者特征。
China has become the world's largest market. Chinese consumers have already attracted great attention from not only local enterprises but also multinational corporations. With corporate social responsibility (CSR) gradually being applied in corporate strategic management and marketing practice, how different classes of consumers respond to CSR? Furthermore, what kind of difference and law will be emerged when consumers face CSR information of different industries? These issues have not yet been acquired a reasonable answer and explanation. Based on a situational survey on 1022 consumers of six industries, this paper explores consumer response to CSR, including local characteristics, industry or product characteristics, group characteristics and the intrinsic relationship between industry and group characteristics. Specific questions are as follows:1) How Chinese consumers will respond to corporate CSR? 2) What is the consumer response difference among different product categories, and explain that difference by the psychological mechanism? 3) What is the group features of CSR responses based on segment? We explain the results combined with China's special economic and cultural background; 4) What is the internal mechanisms between product type and group identity? The discussion of this question is helpful for a more in-depth exploration about the internal laws of consumers responses to CSR.
The main conclusions of this paper are as follows:
First, the Chinese consumer's overall perception of CSR has its own local characteristics.1) Chinese consumers show a low level of general awareness to acts of CSR in their daily life and consumption behaviors, and consumers' further responses are restricted by the low attention; 2) The higher level of consumer perception to CSR, the higher level of their trust to the sincerity of CSR, and the more positive evaluation of businesses they make. However, consumer trust to CSR will not be converted to a positive product association and purchase intention; 3) Chinese consumers are most concerned about the result and sustainability of CSR, rather than the motivation of it; 4) Chinese consumer is difficult to accept the premium in a certain range even when they face an excellent performance of CSR. Second, Chinese consumers' response to CSR different among industries or product categories. Results show that corporate selling products of moderate differentiation (vs. high differentiation and low differentiation), experience (vs. search and credence) and utilitarian (vs. hedonic and hybrid) are more able to win consumers'more positive reacts to CSR on the aspects of product association and purchase intention. Third, Chinese consumers'responses to CSR has significant group characteristics. Our study shows that the relationship between CSR and demographics is not linear. There is a big difference among different social groups with diverse demographic characteristics. This research divides Consumers into three types which are warm, practical and shrewd, and the major differences in the distribution of demographics among that three types are age and income. Middle-aged and middle-income consumers are more willing to respond positively to CSR. Fourth, there is an inherent correlation between industry characteristics and group characteristics of consumer responses to CSR. Our study finds:1) Only the consumer groups of warm-type and practical-type are more active when receiving CSR information of corporation selling experience goods, and practical-type consumers are also influenced significantly by CSR trust; 2) The shrewd-type consumers are very difficult to react positively to CSR, even if the corporates have won their trust, CSR can only affect their corporate evaluation, but not product association and purchase intention; 3) The practical-type consumers will transform CSR awareness of search products to positive corporate evaluations. Finally, there is a positive relationship between consumers'normative rationality and their corporate evaluations and purchase intentions, but the relationship between consumers'normative rationality and their product associations is not significant.
Our study creatively combines product classification theory with CSR theory from consumer perspective, not only fill the shortcomings of existing studies which explain consumer responses to CSR only based on the overall sample and a single industry or product background. Futhermore, this research discuss consumer responses to CSR from a new perspective of normative rationality, which may rich CSR theory. The implication of this study for managers operating in China is that they must consider market characteristics and consumer characteristics of their own corporate when applying CSR as a new means of marketing or strategic.
本论文的主要研究结论如下：
首先,中国消费者对企业社会责任的总体认知具有自身的本土特征。1)中国消费者在日常生活和消费中对企业社会责任行为的关注度较低,这种低关注度在很大程度上限制了消费者做出进一步的反应；2)消费者感知的企业社会责任水平越高,越会信任企业履行社会责任的真诚性,从而做出越积极的企业评价。然而,这种信任不会转换为更积极的产品联想和购买意愿；3)中国消费者最关心的是企业社会责任行为的结果和持续性,而不是企业履行社会责任的动机；4)对于企业社会表现优秀的企业,中国消费者很难接受其产品在一定范围内的溢价水平。其次,中国消费者对企业社会责任的反应具有行业或产品类别之间的差异性特征。研究结果表明,销售中等差异化(vs.高度差异化和低度差异化)、体验型(vs.搜索型和信任型)和实用型(vs.享乐型和混合型)产品的企业更能够通过企业社会责任行为赢得消费者更积极的产品联想和购买意愿。再次,中国消费者对企业社会责任的反应具有显著的群体特征。研究表明,人口统计因素与消费者反应之间并不是简单的线性关系,具有多元人口统计特征的不同的社会群体之间的反应存在较大差异。本研究将消费者细分为热情型、现实型和精明型,年龄和收入是三类消费者在人口统计特征分布上的主要差别。中年、中等收入消费者更乐于积极响应企业社会责任行为。再次,中国消费者对企业社会责任行为反应的行业特征与群体特征之间具有内在的关联性。研究发现：1)只有热情型和现实型消费者在接收到体验产品销售企业的CSR信息时,才会表现的更加积极,且现实型消费者的反应还会受到CSR信任的显著影响；2)精明型消费者很难对CSR信息做出积极反应,即使企业CSR行为赢得了他们的信任,也只能影响他们的企业评价,而不会唤起他们对产品的积极联想和购买意愿。最后,消费者的规范理性与企业评价和购买意愿之间均具有显著的正相关关系,然而消费者规范理性与消费者的产品联想之间不存在显著的相关关系。
本研究突破性的将产品分类理论与消费者视角的企业社会责任理论相结合,弥补了现有研究仅仅单一行业背景或产品刺激下、依据总体消费者的情况来解释消费者反应规律的缺陷。此外,本研究基于一种新的理性形式一规范理性来探讨消费对企业社会责任的反应,丰富了现有研究的理论视角。本研究启示在华经营的企业管理者们,在策略性的进行企业社会责任实践时必须考虑到企业所在市场的行业特征及消费者特征。
China has become the world's largest market. Chinese consumers have already attracted great attention from not only local enterprises but also multinational corporations. With corporate social responsibility (CSR) gradually being applied in corporate strategic management and marketing practice, how different classes of consumers respond to CSR? Furthermore, what kind of difference and law will be emerged when consumers face CSR information of different industries? These issues have not yet been acquired a reasonable answer and explanation. Based on a situational survey on 1022 consumers of six industries, this paper explores consumer response to CSR, including local characteristics, industry or product characteristics, group characteristics and the intrinsic relationship between industry and group characteristics. Specific questions are as follows:1) How Chinese consumers will respond to corporate CSR? 2) What is the consumer response difference among different product categories, and explain that difference by the psychological mechanism? 3) What is the group features of CSR responses based on segment? We explain the results combined with China's special economic and cultural background; 4) What is the internal mechanisms between product type and group identity? The discussion of this question is helpful for a more in-depth exploration about the internal laws of consumers responses to CSR.
The main conclusions of this paper are as follows:
First, the Chinese consumer's overall perception of CSR has its own local characteristics.1) Chinese consumers show a low level of general awareness to acts of CSR in their daily life and consumption behaviors, and consumers' further responses are restricted by the low attention; 2) The higher level of consumer perception to CSR, the higher level of their trust to the sincerity of CSR, and the more positive evaluation of businesses they make. However, consumer trust to CSR will not be converted to a positive product association and purchase intention; 3) Chinese consumers are most concerned about the result and sustainability of CSR, rather than the motivation of it; 4) Chinese consumer is difficult to accept the premium in a certain range even when they face an excellent performance of CSR. Second, Chinese consumers' response to CSR different among industries or product categories. Results show that corporate selling products of moderate differentiation (vs. high differentiation and low differentiation), experience (vs. search and credence) and utilitarian (vs. hedonic and hybrid) are more able to win consumers'more positive reacts to CSR on the aspects of product association and purchase intention. Third, Chinese consumers'responses to CSR has significant group characteristics. Our study shows that the relationship between CSR and demographics is not linear. There is a big difference among different social groups with diverse demographic characteristics. This research divides Consumers into three types which are warm, practical and shrewd, and the major differences in the distribution of demographics among that three types are age and income. Middle-aged and middle-income consumers are more willing to respond positively to CSR. Fourth, there is an inherent correlation between industry characteristics and group characteristics of consumer responses to CSR. Our study finds:1) Only the consumer groups of warm-type and practical-type are more active when receiving CSR information of corporation selling experience goods, and practical-type consumers are also influenced significantly by CSR trust; 2) The shrewd-type consumers are very difficult to react positively to CSR, even if the corporates have won their trust, CSR can only affect their corporate evaluation, but not product association and purchase intention; 3) The practical-type consumers will transform CSR awareness of search products to positive corporate evaluations. Finally, there is a positive relationship between consumers'normative rationality and their corporate evaluations and purchase intentions, but the relationship between consumers'normative rationality and their product associations is not significant.
Our study creatively combines product classification theory with CSR theory from consumer perspective, not only fill the shortcomings of existing studies which explain consumer responses to CSR only based on the overall sample and a single industry or product background. Futhermore, this research discuss consumer responses to CSR from a new perspective of normative rationality, which may rich CSR theory. The implication of this study for managers operating in China is that they must consider market characteristics and consumer characteristics of their own corporate when applying CSR as a new means of marketing or strategic.
引文
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