ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2014, Vol. 22 ›› Issue (7): 1075-1083.doi: 10.3724/SP.J.1042.2014.01075

• 研究构想 • 上一篇    下一篇

企业社会责任活动中感知伪善的结构与量表开发

王静一;王海忠   

  1. (1广东财经大学工商管理学院, 广州 510320) (2中山大学管理学院, 广州 510275)
  • 收稿日期:2013-12-31 出版日期:2014-07-15 发布日期:2014-07-15
  • 通讯作者: 王海忠
  • 基金资助:

    国家自然科学基金项目(71202099; 71202164)。

Corporate Hypocrisy in Corporate Social Responsibility Initiatives: Structure and Scale Development

WANG Jingyi;WANG Haizhong   

  1. (1 School of Business Administration, Guangdong University of Finance & Economics, Guangzhou 510320, China) (2 Business School, Sun Yat-sen University, Guangzhou 510275, China)
  • Received:2013-12-31 Online:2014-07-15 Published:2014-07-15
  • Contact: WANG Haizhong

PDF (PC)

2572

被引次数

22

摘要：

不当的企业社会责任(Corporate Social Responsibility, CSR)表现会让消费者感知企业伪善, 从而产生极负面的影响。但“伪善”概念刚经由社会心理学引入营销学领域, 亟需准确定义和科学的量表。为此, 将以中国文化为背景, 通过系列研究, (1)探究CSR活动中消费者感知企业伪善的内涵并与相关概念区分; (2)揭示企业伪善的构成结构, 开发多维度的企业伪善量表并进行严格的信度、效度检验; (3)探索其前因后果, 特别是实证检验其对消费者态度和行为三个层面的影响。

关键词: 感知企业伪善, 结构, 量表开发, 企业社会责任

Abstract:

Improper corporate social responsibility (CSR) activities can cause consumer’s perceived corporate hypocrisy, which will bring extremely negative influences to enterprises. The concept of hypocrisy has just been introduced into Marketing, and needs exact definition and a scientific scale. We focuse on Chinese culture, and will conduct series of studies in order to, (1) explores the connotation of the concept of corporate hypocrisy and differentiate it with the relative conceptions; (2) reveal the structure of the construct, develop its scale and take strict reliability and validity examinations; (3) explore its cause and effect, especially its influence on three levels of consumer’s attitude and behaviors.

Key words: corporate hypocrisy, structure, scale development, corporate social responsibility