企业社会责任信息的特殊性如何影响体育消费者的企业形象、态度和行为意向?感知到的企业社会责任契合度的调节作用

Weisheng Chiu, Cindy Lee, Hyejin Bang, Jie Chen
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引用次数: 0

摘要

目的本研究探讨企业社会责任(CSR)的传播,重点研究信息特异性如何影响企业形象以及体育消费者的态度和行为意图。基于细化似然模型和解释水平理论,构建了一个研究模型,考察企业社会责任契合感知对企业形象与其社会事业选择之间关系的调节作用。设计/方法/方法通过在线调查(N = 338)收集数据,并使用偏最小二乘结构方程模型进行分析。研究发现,企业社会责任信息专一性对企业形象产生正向影响,进而提升消费者态度和行为意向。感知到的企业社会责任契合度负向调节了企业社会责任信息特异性与企业形象之间的关系,表明当消费者认为企业的核心商业活动与他们所倡导的社会事业之间的契合度较低时,详细的企业社会责任信息更有效地改善了企业形象。这些发现加深了对企业社会责任传播的理解,并为企业提供了有价值的见解,帮助他们制作信息,最大限度地提高消费者的好感度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How CSR message specificity affects corporate image, attitudes and behavioral intentions among sport consumers? The moderating role of perceived CSR fit

Purpose

This study explored communication regarding corporate social responsibility (CSR), with a focus on how message specificity influences the images of corporations as well as the attitudes and behavioral intentions of sport consumers. A research model was developed based on the elaboration likelihood model and construal level theory to examine the moderating effect of perceived CSR fit on the relationship between a company’s image and its chosen social cause.

Design/methodology/approach

Data were collected through an online survey (N = 338) and analyzed using partial least squares structural equation modeling.

Findings

The findings revealed that CSR message specificity positively impacts corporate image, which in turn enhances consumer attitudes and behavioral intentions. Perceived CSR fit negatively moderates the relationship between CSR message specificity and corporate image, indicating that detailed CSR messaging more effectively improves corporate image when consumers perceive a low fit between a company’s core business activities and the social causes that they advocate.

Originality/value

The findings deepen the understanding of CSR communication and offer valuable insights for companies on crafting messages that maximize favorable consumer responses.

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