III
Abstract
In recent years, corporate social responsibility has been a important research that
scholars have been studied. With the deepening of research on corporate social responsibility,
the phenomenon of corporate hypocrisy has attracted the attention of scholars. As consumers
pay more and more attention to corporate social responsibility, companies increasingly regard
corporate social responsibility as an important means of competition, but they must also take
into account the economic goals of maximizing corporate profits, and to meet the demands of
different stakeholders. The behaviors of corporate social responsibility tends to be different
from previous promotions. Consumers perceive this inconsistency and form a hypocritical
evaluation of corporate social responsibility behavior. At present, consumers' perception of
corporate social responsibility behavior is not merely whether they are fulfilling their social
responsibilities, but also the match degree and persistent about the corporate social
responsibility, and whether the corporate social responsibility consistent with the
communication, which in turn will affect the charity or hypocrisy of consumers, ultimately
leading to a significant impact on the company's brand attitude and product purchase. Face to
this situation corporate began to imagine how to fulfill their social responsibilities whether to
continue social responsibility
Based on the perspective of corporate social responsibility, the study analyzes in depth
the mechanism of consumer perception hypocrisy. It also discusses the mediating role of
altruism attribution between corporate social responsibility behavior and consumer
perceptions of corporate hypocrisy and the regulatory effect of communication intensity. The
research in used for understanding the path of consumer perception of corporate hypocrisy,
and then for the company to fulfill its social responsibilities to avoid consumer hypocrisy,
bring better brand reputation for the corporate, and provide guidance for the company to
maintain the dominant position in the fierce market competition. Firstly, combing the
literature on corporate social responsibility, corporate hypocrisy and attribution theory at
home and abroad, which lays a theoretical foundation for the research. Secondly, the research
constructs the conceptual model, put forwards the research hypotheses, selects research
methods and tools, and the questionnaire is compiled and distributed based on the
experimental situation design and measurement scale of domestic and foreign scholars;
Finally, statistical analysis software SPSS19.0 was used to analyze the collected data. The
research draws following conclusions: (1) There are significant impact on the matching
degree and the persistence of social responsibility in perceived corporate hypocrisy. The lower
the matching degree of corporate social responsibility, the more likely lead to consumers'
perceptions of and hypocrisy. The shorter the corporate social responsibility, the easier lead to
consumers' perceptions of and hypocrisy; (2) Altruistic attribution plays a part of the
intermediary role between corporate social responsibility behaviors and perceived corporate
hypocrisy; (3) Communication intensity plays a significant regulatory role between corporate
social responsibility behavior and altruistic attribution.
According to the conclusions the paper puts forward some suggestions on corporate
IV
social responsibility behaviors: (1) Corporate social responsibility behaviors improves the
matching degree with company; (2) Corporate should take corporate social responsibility
activities as their long-term strategic plans and adhere to corporate social responsibility
behaviors. (3) Corporate should take appropriate communication intensity and choose
appropriate communication channels; (4) Strengthen consumers' participation and reduce
consumers' suspicions; (5) Promote corporate social responsibility education and strengthen
consumer awareness of social responsibility.
Keywords: Corporate social responsibility; perceived corporate hypocrisy; altruistic
attribution; communication intensity
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目录
摘要 ......... I
Abstract .... III
目录 ....... V
第一章 绪论 .......... 1
1.1 问题的提出 . 1
1.1.1研究背景1
1.1.2研究意义2
1.2 研究思路、方法和技术路线 ......... 2
1.2.1研究思路2
1.2.2研究方法3
1.2.3技术路线3
1.3可能的创新 .. 4
第二章 相关理论和文献综述 ...... 6
2.1 理论基础 ..... 6
2.1.1归因理论6
2.1.2利益相关者理论6
2.1.3期望理论7
2.2 企业CSR行为 ........ 7
2.2.1企业CSR行为的概念 .. 7
2.2.2企业CSR行为的维度 .. 8
2.2.3企业CSR的匹配度 ...... 8
2.2.4企业CSR的持续性 ...... 9
2.2.5企业CSR行为的小结10
2.3 企业伪善 ... 10
2.3.1企业伪善的概念 .......... 10
2.3.2企业CSR行为与企业伪善 .... 10
2.3.3企业伪善的小结 .......... 11
2.4 利他性归因 ........... 11
2.4.1利他性归因的概念 ...... 11
2.4.2企业CSR行为与利他性归因12
2.4.3利他性归因与感知企业伪善 .. 12
2.4.4利他性归因的小结 ...... 13
2.5 宣传强度 ... 13
2.5.1宣传强度的概念 .......... 13
2.5.2宣传强度的小结 .......... 13
VI
2.6 文献述评总结 ....... 14
第三章 研究框架与假设16
3.1 概念模型与变量界定 ....... 16
3.1.1 概念模型界定 . 16
3.1.2 变量界定 ......... 16
3.2 研究假设 ... 17
3.2.1消费者感知CSR行为对企业伪善的影响假设 ........ 17
3.2.2利他性归因的中介作用假设 .. 18
3.2.3宣传强度的调节作用假设 ...... 19
3.3 问卷设计及说明 ... 19
3.3.1问卷设计 .......... 19
3.3.2变量设计与测量 .......... 20
3.4本章小结 .... 21
第四章 实验设计及假设检验 .... 22
4.1 实验一 ....... 22
4.1.1实验目的 .......... 22
4.1.2实验程序 .......... 22
4.1.3实验结果分析 .. 23
4.2 实验二 ....... 30
4.2.1实验目的 .......... 30
4.2.2实验程序 .......... 30
4.2.3实验结果分析 .. 31
4.3 研究结果 ... 38
4.4本章小结 .... 38
第五章 主要结论与管理启示 .... 39
5.1 主要结论 ... 39
5.1.1企业CSR行为对感知企业伪善的影响 ........ 39
5.1.2利他性归因的中介作用 .......... 39
5.1.3宣传强度的调节作用 .. 40
5.2 管理建议 ... 40
第六章 研究贡献、局限与展望42
6.1 研究贡献 ... 42
6.2 研究局限与展望 ... 42
致谢 ...... 43
参考文献 .. 44
附 录A: 作者在攻读硕士学位期间发表的论文 ......... 49
附 录B: 消费者感知企业伪善形成机制的调查问卷 . 50。