企业社会责任行为对顾客公民行为的影响研究

文章基于社会学视角,实证了企业社会责任履行行为对顾客公民行为的影响。研究结果表明,企业社会责任行为——社会的"好公民"行为,总体上正向影响顾客公民行为的产生——成为企业的"好战士"。更进一步,企业慈善责任行为主要通过顾客感恩的中介对顾客公民行为形成正向影响,企业道德责任行为则通过顾客-企业认同的中介对顾客公民行为形成正向影响。研究揭示出企业慈善责任、道德责任行为是以价值为导向的知识创造行为。最后文章提出:企业不仅要利用知识创造满足顾客需要的好产品和好服务,更应利用知识创造满足企业发展需要的顾客好战士。

A Study on the Impact of Corporate Social Responsibility Behavior on Customer Citizenship Behavior

From the perspective of the sociology,the paper makes an empirical study on the impact of the performance of cor-porate social responsibility （CSR） on customer citizenship behavior （CCB）. The results show CSR behavior-social“good citi-zen”behavior has an overall positive effect on CCB-to be“gool soldier”of enterprises. Furthermore,the corporate philan-thropic responsibility activities have a positive impact on CCB mainly through the mediation effect of consumers’ feelings of gratitude,while the corporate ethical responsibility activities have a positive impact on CCB through the mediation effect of cus-tomer-company identification. The research reveals that the CSR activities are value-oriented knowledge creation behavior. Fi-nally,the paper proposes that enterprises not only provide good products and services to meet the customers’ needs,but also cultivate gool soldier to meet the enterprises’ needs by making use of knowledge.