企业社会责任与消费者支持关系的实证研究
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摘要
目前,企业社会责任已经成为诸多学科共同研究的热点问题。随着建设可持续发展社会和以人为本社会价值观念的强化,全球社会对企业的社会责任要求已经从呼吁转变成一种具体行动,企业承担社会责任已经成为一股强而有力的国际潮流,并引起了社会各界的广泛关注。但是在我国的实践中,企业在承担社会责任方面仍有诸多不足,严重地影响到我国的社会经济发展,也不利于科学发展观的贯彻以及和谐社会的建设,因此开展对企业社会责任的研究,具有相当迫切的现实意义和理论意义。
利益相关者因素是企业履行社会责任的外部压力和动力。消费者是企业最重要的利益相关者之一,他们对企业社会责任行为的有力回馈,决定着企业的市场效益,进而对企业的财务绩效产生重要的影响。本文紧紧围绕着企业社会责任与消费者支持的关系出发,较为深入和系统的对其进行研究。
论文共分七个章节,各章大致内容具体安排如下：
第一章,绪论。本章主要介绍论文研究的一些基本情况,主要阐述论文研究的现实背景及理论背景,在此基础上提出论文研究的基本问题,介绍研究的内容与篇章结构安排,研究目标、研究方法与预期的创新点。
第二章,相关文献综述。本章主要承接对前一章节所提出的基本问题的思考,系统地回顾并综述了有关企业社会责任的研究、有关消费者支持的相关研究、企业社会责任与消费者支持关系的研究,并对企业声誉和消费者-企业认同的概念及测评进行了简单的介绍。本章主要的目的是通过对所述理论观点发展历程、现状及前沿动态有效把握的基础上,理清本研究对现存理论观点的继承、完善以及拓展的关系,进而为本文构建企业社会责任行为影响消费者支持的理论框架奠定文献基础。
第三章,相关理论基础。本章就本文研究的理论基础作一简单但系统的介绍,主要包括利益相关者理论、组织认同理论和线索利用理论。以期对研究下一部分的假设提出和模型构建奠定基础。
第四章,企业社会责任行为影响消费者支持模型的构建。本章在前文文献综述和理论基础分析的基础之上,深入分析企业社会责任行为如何通过企业声誉及消费者-企业认同感对消费者支持产生影响,提出研究所要验证的假设,并得到本研究细化后的概念模型。
第五章,研究方案设计。本章系统地介绍了文章中调查问卷的设计、变量的定义与测量、数据的收集过程以及数据处理的方法与技术手段。
第六章,实证研究。本章首先对样本进行了描述性统计分析,然后对数据的质量进行了检验,随后对实证的结果进行了分析,实证结果的分析当中主要包括模型拟合结果的分析、假设验证和中介效应的分析。
第七章,主要研究结论及进一步研究的展望。本章对论文的研究的结果进行总结,归纳出结论性的观点；研究结果对管理实践的启示；然后指出本论文研究的主要贡献、研究的不足以及未来研究的可能方向。
本研究对已有的相关理论及研究进行了归纳总结,顺应理论发展的趋势,选择了企业社会责任这一热点问题进行了深入的剖析。本文在前人研究成果基础上,对以往研究相对较少的方面做深入分析。本文试图把利益相关者理论、组织认同理论和线索利用理论应用于企业社会责任与消费者支持关系的研究当中。本研究预期的创新之处主要有以下几点：
(1)本研究在方法上进行了创新,一方面通过路径分析和结构方程模型的运用,清晰地研究了企业社会责任对消费者支持的影响路径。另一方面,引入对日用电子行业的产品的市场调查,对概念模型进行了检验。
(2)本研究还对企业社会责任概念的内涵和认识进行了深化,并且基于发展中国家消费者的视角对企业应当承担的社会责任层次进行了实证检验。自从Bowen(1953)正式提出企业社会责任的概念至今,对其相关的定义层出不穷,但是没能达成一致。本文基于发展中国家的消费者市场对企业社会责任从环境保护和回馈社会两个方面进行界定,并用实证的方法探讨了企业社会责任与消费者支持不同维度之间的关系。
(3)具体指出了企业社会责任通过企业声誉、消费者-企业认同对消费者支持的影响路径。并且指出了企业社会责任的不同维度与消费者支持之间的关系,对研究所涉及的潜变量内部因子之间关系进行了详细的分析。对研究当中所涉及变量的中介效应进行了详细地分析。
Since the last century, Corporate Social Responsibility (CSR) has attracted the attention of several disciplines including economics, management, laws, sociality and philosophy. With the globalization of economy and the stronger social concepts of "focusing on human", the international community's appeal for Corporate Social Responsibility into practices is increasingly becoming a universal trend, and it is arising the attention of aspects of the society. However, there continues to be significant misunderstanding on the concept of Corporate Social Responsibility among both the academic and among business circles. Therefore, it is a valuable effort to carry out the research on Corporate Social Responsibility in order to contribute to the theoretical and practical understanding of the concept.
Stakeholders constitute the external pressure groups that drive corporate social responsibility behavior of firms. Among, consumers constitute one of the most important groups. Their feedback on corporate social responsibility determines the firm's market efficiency, and consequently will have a major influence on the financial performance of the firm. This research conducts an in-depth and systematic study on the relationship between corporate social responsibility and consumers support.
The dissertation is divided into seven chapters as follows:
The first Chapter is the Introduction which provides the basic overview of the study, and the theoretical and practical background of the study on which the research problem is based. The first Chapter also outlines the structure of the dissertation, provides the conceptual framework, introduces the research methodology and states the study's contribution to knowledge.
The second chapter reviews the relevant literature. This chapter systematically reviews the basic concepts introduced in the preceding the chapter, including researches related to Corporate Social Responsibility, Customer Support, the relationship between Corporate Social Responsibility and customer support, and a brief introduction on measurement of Corporate Reputation. The main objective of this chapter is to survey the historical evolution of theoretical perspectives, obtaining the understanding of the current theory, practices and frontier dynamics in the field. Based on the understanding of the relationships between various concepts from the literature, a theoretical framework of the impact of Corporate Social Responsibility on Customer Support is build.
The third Chapter focuses on the theoretical underpinnings of the study. This includes Stakeholder Theory, Organization Identity Theory and Theory Cue Utilization Theory. The hypothesis and the model assumption of the following section of the study are based on the theoretical foundation in this chapter.
The fourth chapter is the builds the theoretical model on the influence on Corporate Social Responsibility on Customer Support. This chapter further discuses how Corporate Social Responsibility behavior affect customer support and analyzes how Corporate Social Responsibility behavior affect Customer Support, and how Corporate Reputation and Customer-Corporate Identification intermediate the relationship between Corporate Social Responsibility and Customer Support. Finally the study proposes a set of hypotheses to be tested by the study.
The fifth Chapter is the research design. This chapter introduces the design of Questionnaire, the definition and measurement of variables, the data collection procedure, and data processing procedure.
The sixth Chapter describes the empirical study. First, the Chapter provides the descriptive statistics on sample, and then the data quality checks. Finally data analysis is conducted and the empirical results reported, including model fitting results, hypothesis testing and analysis of the mediating effect.
The seventh Chapter provides main conclusions of the study and recommendations for further research. This also provides the key implications of the study findings to management practice and the main theoretical contribution of the study. The chapter also addresses the limitations of the study and provides recommendation for the further research.
This study has summarized theoretical researches related to the topic. Following the trend of theoretical development, Corporate Social Responsibility was chosen as a trendy area of study analysis. Based on previous research, the study conducted a much deeper analysis use of stakeholder theory, organizational identification theory and cue utilization theory on the study relationship between Corporate Social Responsibility and Consumer.
This study contributes to knowledge in several ways:
The first contribution is on the research methodology used. The study clearly articulated the path of corporate social responsibility on consumer support and tested the theoretical model through the market survey on consumer electronics products.
Secondly, the study has also deepened the content and awareness of the concept of corporate social responsibility, and taken an empirical test to the levels of Corporate Social Responsibility in the perspective of developing countries customers. The related definitions of the concept have been endless since the concept was given by Bowen. This study defined Corporate Social Responsibility from the perspective of Environmental protection and society contribution in the perspective of developing countries consumer and investigated the relationship between Corporate Social Responsibility and consumers supports using empirical methods.
Thirdly, the study result specifically pointed out the affect path of Corporate Social Responsibility on Consumer Support through Corporate and Consumer-corporate Identification and articulated the relationship between different dimensions of Corporate Social Responsibility and Consumer Support. It has also deeply analyzed the relationship among the internal factors involved in latent variables and the Mediating effect of involved variables.
利益相关者因素是企业履行社会责任的外部压力和动力。消费者是企业最重要的利益相关者之一,他们对企业社会责任行为的有力回馈,决定着企业的市场效益,进而对企业的财务绩效产生重要的影响。本文紧紧围绕着企业社会责任与消费者支持的关系出发,较为深入和系统的对其进行研究。
论文共分七个章节,各章大致内容具体安排如下：
第一章,绪论。本章主要介绍论文研究的一些基本情况,主要阐述论文研究的现实背景及理论背景,在此基础上提出论文研究的基本问题,介绍研究的内容与篇章结构安排,研究目标、研究方法与预期的创新点。
第二章,相关文献综述。本章主要承接对前一章节所提出的基本问题的思考,系统地回顾并综述了有关企业社会责任的研究、有关消费者支持的相关研究、企业社会责任与消费者支持关系的研究,并对企业声誉和消费者-企业认同的概念及测评进行了简单的介绍。本章主要的目的是通过对所述理论观点发展历程、现状及前沿动态有效把握的基础上,理清本研究对现存理论观点的继承、完善以及拓展的关系,进而为本文构建企业社会责任行为影响消费者支持的理论框架奠定文献基础。
第三章,相关理论基础。本章就本文研究的理论基础作一简单但系统的介绍,主要包括利益相关者理论、组织认同理论和线索利用理论。以期对研究下一部分的假设提出和模型构建奠定基础。
第四章,企业社会责任行为影响消费者支持模型的构建。本章在前文文献综述和理论基础分析的基础之上,深入分析企业社会责任行为如何通过企业声誉及消费者-企业认同感对消费者支持产生影响,提出研究所要验证的假设,并得到本研究细化后的概念模型。
第五章,研究方案设计。本章系统地介绍了文章中调查问卷的设计、变量的定义与测量、数据的收集过程以及数据处理的方法与技术手段。
第六章,实证研究。本章首先对样本进行了描述性统计分析,然后对数据的质量进行了检验,随后对实证的结果进行了分析,实证结果的分析当中主要包括模型拟合结果的分析、假设验证和中介效应的分析。
第七章,主要研究结论及进一步研究的展望。本章对论文的研究的结果进行总结,归纳出结论性的观点；研究结果对管理实践的启示；然后指出本论文研究的主要贡献、研究的不足以及未来研究的可能方向。
本研究对已有的相关理论及研究进行了归纳总结,顺应理论发展的趋势,选择了企业社会责任这一热点问题进行了深入的剖析。本文在前人研究成果基础上,对以往研究相对较少的方面做深入分析。本文试图把利益相关者理论、组织认同理论和线索利用理论应用于企业社会责任与消费者支持关系的研究当中。本研究预期的创新之处主要有以下几点：
(1)本研究在方法上进行了创新,一方面通过路径分析和结构方程模型的运用,清晰地研究了企业社会责任对消费者支持的影响路径。另一方面,引入对日用电子行业的产品的市场调查,对概念模型进行了检验。
(2)本研究还对企业社会责任概念的内涵和认识进行了深化,并且基于发展中国家消费者的视角对企业应当承担的社会责任层次进行了实证检验。自从Bowen(1953)正式提出企业社会责任的概念至今,对其相关的定义层出不穷,但是没能达成一致。本文基于发展中国家的消费者市场对企业社会责任从环境保护和回馈社会两个方面进行界定,并用实证的方法探讨了企业社会责任与消费者支持不同维度之间的关系。
(3)具体指出了企业社会责任通过企业声誉、消费者-企业认同对消费者支持的影响路径。并且指出了企业社会责任的不同维度与消费者支持之间的关系,对研究所涉及的潜变量内部因子之间关系进行了详细的分析。对研究当中所涉及变量的中介效应进行了详细地分析。
Since the last century, Corporate Social Responsibility (CSR) has attracted the attention of several disciplines including economics, management, laws, sociality and philosophy. With the globalization of economy and the stronger social concepts of "focusing on human", the international community's appeal for Corporate Social Responsibility into practices is increasingly becoming a universal trend, and it is arising the attention of aspects of the society. However, there continues to be significant misunderstanding on the concept of Corporate Social Responsibility among both the academic and among business circles. Therefore, it is a valuable effort to carry out the research on Corporate Social Responsibility in order to contribute to the theoretical and practical understanding of the concept.
Stakeholders constitute the external pressure groups that drive corporate social responsibility behavior of firms. Among, consumers constitute one of the most important groups. Their feedback on corporate social responsibility determines the firm's market efficiency, and consequently will have a major influence on the financial performance of the firm. This research conducts an in-depth and systematic study on the relationship between corporate social responsibility and consumers support.
The dissertation is divided into seven chapters as follows:
The first Chapter is the Introduction which provides the basic overview of the study, and the theoretical and practical background of the study on which the research problem is based. The first Chapter also outlines the structure of the dissertation, provides the conceptual framework, introduces the research methodology and states the study's contribution to knowledge.
The second chapter reviews the relevant literature. This chapter systematically reviews the basic concepts introduced in the preceding the chapter, including researches related to Corporate Social Responsibility, Customer Support, the relationship between Corporate Social Responsibility and customer support, and a brief introduction on measurement of Corporate Reputation. The main objective of this chapter is to survey the historical evolution of theoretical perspectives, obtaining the understanding of the current theory, practices and frontier dynamics in the field. Based on the understanding of the relationships between various concepts from the literature, a theoretical framework of the impact of Corporate Social Responsibility on Customer Support is build.
The third Chapter focuses on the theoretical underpinnings of the study. This includes Stakeholder Theory, Organization Identity Theory and Theory Cue Utilization Theory. The hypothesis and the model assumption of the following section of the study are based on the theoretical foundation in this chapter.
The fourth chapter is the builds the theoretical model on the influence on Corporate Social Responsibility on Customer Support. This chapter further discuses how Corporate Social Responsibility behavior affect customer support and analyzes how Corporate Social Responsibility behavior affect Customer Support, and how Corporate Reputation and Customer-Corporate Identification intermediate the relationship between Corporate Social Responsibility and Customer Support. Finally the study proposes a set of hypotheses to be tested by the study.
The fifth Chapter is the research design. This chapter introduces the design of Questionnaire, the definition and measurement of variables, the data collection procedure, and data processing procedure.
The sixth Chapter describes the empirical study. First, the Chapter provides the descriptive statistics on sample, and then the data quality checks. Finally data analysis is conducted and the empirical results reported, including model fitting results, hypothesis testing and analysis of the mediating effect.
The seventh Chapter provides main conclusions of the study and recommendations for further research. This also provides the key implications of the study findings to management practice and the main theoretical contribution of the study. The chapter also addresses the limitations of the study and provides recommendation for the further research.
This study has summarized theoretical researches related to the topic. Following the trend of theoretical development, Corporate Social Responsibility was chosen as a trendy area of study analysis. Based on previous research, the study conducted a much deeper analysis use of stakeholder theory, organizational identification theory and cue utilization theory on the study relationship between Corporate Social Responsibility and Consumer.
This study contributes to knowledge in several ways:
The first contribution is on the research methodology used. The study clearly articulated the path of corporate social responsibility on consumer support and tested the theoretical model through the market survey on consumer electronics products.
Secondly, the study has also deepened the content and awareness of the concept of corporate social responsibility, and taken an empirical test to the levels of Corporate Social Responsibility in the perspective of developing countries customers. The related definitions of the concept have been endless since the concept was given by Bowen. This study defined Corporate Social Responsibility from the perspective of Environmental protection and society contribution in the perspective of developing countries consumer and investigated the relationship between Corporate Social Responsibility and consumers supports using empirical methods.
Thirdly, the study result specifically pointed out the affect path of Corporate Social Responsibility on Consumer Support through Corporate and Consumer-corporate Identification and articulated the relationship between different dimensions of Corporate Social Responsibility and Consumer Support. It has also deeply analyzed the relationship among the internal factors involved in latent variables and the Mediating effect of involved variables.
引文
①Burke & Logsdon(1996)指出企业通过社会绩效追求五个战略性利益：(1)顾客忠诚度,(2)未来的购买,(3)新产品,(4)新市场, (5)生产性提高。
①作者对其所提的外部环境进行了界定,其主要是指全球化、信息技术、互联网、放松管制、等众多的经济、政治、技术因素。
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①[美]詹姆斯·E·波斯特,詹姆斯·韦伯.企业与社会：公司战略、公共政策与伦理[M].张志强译.北京：中国人民大学出版社.2005：15-16
①Michael Rikertta. Organizational Identification:A meta-analysis [J]. Journal of Vocational Behavior.2005,66(2):358
②韩雪松,姜云和袁冰.组织认同研究述评及展望[J].商业研究,2007(03)：35-38
① Sen,Sankar,Bhattacharya. Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research 2001,38(2):225-243 Responsibility. Journal of Marketing Research 2001,38(2):225-243
② Sen,Sankar,Bhattacharya. Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social
①荣泰生,SPSS与研究方法[M].台北：五南出版社,2005：275
①EFA和CFA不同,具体内容参见：陈顺宇.结构方程模式[M].台北：心理出版社,1007：CH7-2
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