The Influence of Corporate Social Responsibility Publicity on Consumers Willingness to purchase in the Context of Product-harm Crisis

摘要：

　　This article exams the relationship between corporate social responsibility publicity and consumers willingness to purchase.Based on frame effect theory, this article divides CSR publicity into 2 types: concrete and abstract.By a 2 (CSR publicity: concrete VS abstract) × 2 (information source: internal VS external) experiment, the findings show that concrete CSR publicity can increase consumers willingness to purchase more than abstract one.Consumers perceived hypocrisy plays a mediating role on the relationship between CSR publicity and consumers willingness to purchase.In addition,information source may play a regulatory role between the above relationships.If consumers get information about corporate social responsibility activities outside of the enterprise, concrete CSR publicity are more obvious to reduce consumers perceived hypocrisy.Conversely, if consumers obtain corporate social responsibility information inside of the enterprise, the concrete and abstract CSR publicity have little difference on consumers perceived hypocrisy.

关键词： corporate social responsibility publicity consumers willingness to purchase product-harm crisis frame effect

作者: Silan Li Xiyi Yang Lei Wang

作者单位: Evergrande School of Management, Wuhan University of Science and Technology,Wuhan, 430065, China;Cen Evergrande School of Management, Wuhan University of Science and Technology,Wuhan, 430065, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 396-403

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）