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刘彩霞(Caixia Liu) YIXIN 출판사 2023 Journal of China Studies Vol.1 No.1
疫情持续近三年,对很多行业特别是旅游行业有很大的影响,本研究以携程民宿为研究对象,研究疫情期间企业通过提升社会责任来赢得顾客信任、提升品牌价值。当前关于企业社会责任在危机中能否产生好的结果尚未形成定论,本研究借助利益相关者理论、规范激活模型和计划行为理论,研究了消费者信任和公司的消费者身份调节社会责任对于网上重购意愿的影响,并研究了个人和社会规范对于企业社会责任影响重复购买意愿的路径。调研样本选择了 528 名中国的携程网用户,研究结果表明战略性慈善活动会直接影响消费者对于企业社会责任的评价,环境的、经济的和伦理的要素也会影响消费者对于企业社会责任的评价。感知企业社会责任不会直接影响消费者的重购意愿,但是会通过消费者对于企业的认可间接影响消费者的重购意愿,而个人规范会弱化感知社会责任和消费者信任对于重购意愿的影响。 The epidemic has been ongoing for nearly three years and has had a significant impact on many industries, especially the tourism industry. This study focuses on Ctrip homestays to study how companies gain customer trust and enhance brand value by enhancing social responsibility during the epidemic. At present, there is no consensus on whether corporate social responsibility can produce good results in crises. This study uses stakeholder theory, normative activation model, and planned behavior theory to study the impact of consumer trust and corporate consumer identity regulation of social responsibility on online repurchase intention. It also investigates the pathways through which individual and social norms affect corporate social responsibility’s willingness to repeat purchases. The survey sample selected 528 Chinese users of Ctrip. The research results showed that strategic charity activities directly affect consumers’ evaluation of corporate social responsibility, and environmental, economic, and ethical factors can also affect consumers’ evaluation of corporate social responsibility. Perceived corporate social responsibility does not directly affect consumers’ willingness to repurchase, but it indirectly affects consumers’ willingness to repurchase through their recognition of the company, while personal norms weaken the impact of perceived social responsibility and consumer trust on repurchase intention.
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