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首页> 外文期刊>Journal of Consumer Behaviour >Impact of consumers' corporate social responsibility-related activities in social media on brand attitude, electronic word-of- mouth intention, and purchase intention: A study of Chinese consumer behavior
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Impact of consumers' corporate social responsibility-related activities in social media on brand attitude, electronic word-of- mouth intention, and purchase intention: A study of Chinese consumer behavior

机译：消费者在社交媒体中与企业社会责任相关的活动对品牌态度，电子口碑意图和购买意愿的影响：对中国消费者行为的研究

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摘要

This study examines how consumers' corporate social responsibility (CSR)-related activities in social media affect their responses to brands. We defined consumers' CSR-related activities in social media as the extent to which consumers use social media to engage in CSR communication by companies. An online survey was conducted to examine social media users in China, the largest consumer market in today's global economies. This study developed a theoretical model and empirically tested the relationships between consumers' CSR-related activities in social media, identification with the brand, and three consumer behavior outcomes: electronic word-of-mouth (eWOM) intention, brand attitude, and purchase intention. The results suggested that consumers' CSR-related activities in social media significantly impacted eWOM intention and purchase intention through enhancing identification with the brand and positive brand attitude. This study provides important insights on consumer behavior and CSR by investigating social media, an important and emerging marketing platform. Moreover, this study fills in the research gap about the association between consumers' CSR-related activities in social media and their responses to brands. Theoretical and managerial implications for CSR strategies in social media are discussed.
机译：这项研究探讨了消费者在社交媒体中与企业社会责任（CSR）相关的活动如何影响他们对品牌的反应。我们将社交媒体中与消费者CSR相关的活动定义为消费者使用社交媒体进行公司CSR交流的程度。进行了一项在线调查，以调查中国的社交媒体用户，中国是当今全球经济中最大的消费市场。这项研究建立了一个理论模型，并通过实证检验了消费者在社交媒体中与企业社会责任相关的活动，与品牌的识别以及三个消费者行为结果之间的关系：电子口碑（eWOM）意图，品牌态度和购买意图。结果表明，消费者在社交媒体上与企业社会责任相关的活动通过增强品牌识别度和积极的品牌态度显着影响了eWOM意图和购买意图。这项研究通过调查社交媒体这一重要且新兴的营销平台，提供了有关消费者行为和企业社会责任的重要见解。此外，本研究填补了消费者在社交媒体中与企业社会责任相关的活动与他们对品牌的反应之间的关联的研究空白。讨论了社交媒体中企业社会责任策略的理论和管理意义。

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  • 来源
    《Journal of Consumer Behaviour》 |2019年第6期|453-462|共10页
  • 作者

    Chu Shu-Chuan; Chen Hsuan-Ting;

  • 作者单位

    Depaul Univ Coll Commun 1 E Jackson Blvd Chicago IL 60604 USA;

    Chinese Univ Hong Kong New Asia Coll Sch Journalism & Commun Shatin Hong Kong Peoples R China;

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  • 正文语种 eng
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