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The negative impact of market-discrimination CSR: How do consumers respond to perceived company greed?
Journal of General Management Pub Date : 2019-12-31 , DOI: 10.1177/0306307019875896
Myungsuh Lim 1
Affiliation  

Corporate social responsibility (CSR) is reported to have a positive effect on corporate image. However, if companies that have entered different markets implement market-discrimination CSR, which refers to unfairly applied CSR policies in the intermarket, and if the consumer recognizes this fact, the CSR effects will be diminished. To prove this, this research investigated consumers’ adverse reactions when a company that implements market-discrimination CSR faces a crisis. According to the results of this study, consumers who perceived company greed as evidence of a company practicing market-discrimination CSR activities experienced pleasure at the misfortune which called schadenfreude when the company faced a crisis and schadenfreude positively affected the argument strength of a rumor. Finally, the argument strength of a rumor has a positive effect on the consumer’s intention to spread the rumor as an act of revenge against the company. The results of this research suggest that CSR, which aims to build a positive corporate image, can have an adverse effect when it is felt that it is used to discriminate against consumers. Based on these results, this research presents theoretical and practical implications.

中文翻译:

市场歧视 CSR 的负面影响:消费者如何应对感知到的公司贪婪?

据报道,企业社会责任 (CSR) 对企业形象有积极影响。但是,如果进入不同市场的企业实施市场歧视型CSR,即在跨市场不公平地应用CSR政策,而消费者如果认识到这一事实,则CSR的效果就会减弱。为了证明这一点,本研究调查了当实施市场歧视型企业社会责任的公司面临危机时消费者的不良反应。根据这项研究的结果,将公司贪婪视为公司实施市场歧视CSR活动的证据的消费者在公司面临危机时会因不幸而感到高兴,而幸灾乐祸对谣言的论据强度产生积极影响。最后,谣言的论据强度对消费者传播谣言作为对公司的报复行为的意图有积极的影响。这项研究的结果表明,旨在建立积极的企业形象的企业社会责任在被认为被用来歧视消费者时可能会产生不利影响。基于这些结果,本研究提出了理论和实践意义。
更新日期:2019-12-31
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