企业社会责任、顾客认同对顾客公民行为的影响研究

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浙江财经学院硕士学位论文

摘要

随着经济和社会发展，企业社会责任已日益成为社会各界广泛关注的话题，

而基于利益相关者视角下的企业社会责任研究更是当前学术界研究的热点。顾客

作为企业最重要的利益相关者之一，是企业不可忽视的一个群体。消费者教育水

平和思想觉悟的提高，促使消费者对企业履行社会责任的情况越来越关注。企业

存在的目的不仅仅是利润最大化，企业必须要承担对顾客、社区、员工和自然环

境等全方面的责任。企业的一言一行可以影响消费者对企业的态度和行为。消费

者可以运用手中的货币投票权来行使对企业的影响，此外，消费者还可以通过一

些角色之外的行为比如顾客公民行为去影响企业。目前已有的一些关于消费者视

角下的企业社会责任研究，基本都是关于企业社会责任与顾客购买行为之间关系

的研究。而顾客公民行为作为一种顾客经常存在的且有利于企业的行为，相关研

究甚少。基于此，本文研究企业社会责任对顾客公民行为的影响，具有一定的理

论和实践意义。

本文在梳理企业社会责任、顾客公民行为以及顾客认同等相关理论文献后，

构建了以企业社会责任为自变量、顾客公民行为为因变量和顾客认同为中介变量

的研究模型。基于前人的研究并结合实际市场调查，本文将顾客视角下的企业社

会责任最终划分为顾客责任、环境责任和社区责任三个维度，将顾客公民行分为

推荐行为、参与行为和反馈行为三个维度。

在借鉴前人研究结果的基础上编制了本文的研究问卷，并经过预测试最终形

成正式问卷。本文选取了消费者较为熟悉的日化行业、零售行业和家电制造行业

作为目标评价企业。通过实地调查和网络调查相结合的方式共取得有效问卷 322

份，本文用 SPSS17.0 和 AMOS7.O 对样本数据进行了信度分析和效度分析，最后再

构建结构方程模型，并运用 AMOS7.0 对本文的研究假设进行了实证分析。具体研

究结论如下：

1．顾客责任对顾客公民行为中的推荐行为、参与行为两维度均有直接正向影

响，对反馈行为没有直接正向影响。顾客认同在顾客责任与推荐行为之间具有部

分中介作用，顾客认同在顾客责任与参与行为之间也具有部分中介作用，而顾客

认同在顾客责任和反馈行为之间具有完全中介作用。

2．环境责任对顾客公民行为（推荐行为、参与行为和反馈行为）没有直接正

向影响，环境责任通过顾客认同对推荐行为、参与行为和反馈行为产生正向影响。

顾客认同在环境责任与顾客公民行为各维度之间起到完全中介的作用。

3．社区责任对顾客公民行为（推荐行为、参与行为和反馈行为）没有直接正

浙江财经学院硕士学位论文

向影响，社区责任通过顾客认同对推荐行为、参与行为和反馈行为产生正向影响。

顾客认同在社区责任与顾客公民行为各维度之间起到完全中介的作用。

最后，根据研究结论，本文提出了有利于企业管理实践和政府公共管理的政

策建议。

关键词：企业社会责任；顾客公民行为；顾客认同

浙江财经学院硕士学位论文

III

ABSTRACT

With the development of economy and society, corporate social responsibility has

become a topic attracting common concern from various circles of society. And the

research of corporate social responsibility based stakeholders is a hot topic in the

academic circles now. Customers as one of the most important stakeholders should not

be ignored. The improvement of the ideological awareness and education level of

consumers cause consumers to pay more and more attention to the situation of corporate

social responsibility. The objective of the enterprise’ exist is not profit maximization,

corporate must undertake the responsibility of all aspects such as customers, the

community, employees and natural environment. Corporate’s words and actions may

influence consumers’ attitude and behavior toward the corporate. Consumers can

exercise influence on the corporate with the monetary voting rights in hands. In addition,

consumers can also exercise influence on the corporate with extra-role behavior such as

customer citizenship behavior. The existing research about corporate social

responsibility based consumer, the most are about the relationship research between

corporate social responsibility and customer purchasing behavior. And customer

citizenship behavior as the behavior that customer often exist, is advantageous to the

corporate. But the quantity of research about customer citizenship behavior is still very

small. Based on this, our study of relationship between corporate social responsibility

and customer citizenship behavior has certain theoretical and practical significance.

After carding literature about corporate social responsibility, consumer-company

identification and customer citizenship behavior, we construct a study model in which

corporate social responsibility is the independent variable, customer citizenship

behavior is the dependent variable and consumer-company identification is mediator

variable. Based on the previous studies and the actual market survey, corporate social

responsibility is finally divided into three dimensions, which contain customer

responsibility, environmental responsibility and community responsibility. And

customer citizenship behavior is also finally divided into three dimensions, which

contain recommend behavior, participation behavior and feedback behavior.

Based on reference to previous research results, we establish survey questionnaire.

After the pretest, final questionnaire is formed. We select corporate in daily chemical

industry, retail industry and electrical appliances manufacture as the goal evaluation

浙江财经学院硕士学位论文

corporate, which are familiar to consumer. Through the combination of field

investigation and network survey, we finally get 322 copies of effective questionnaire.

We use SPSS17.0 and AMOS7.0 to analyze reliability and validity of the sample data.

Than this study construct the Structural-Equation-Model, and finally the research

hypotheses are analyzed with the software of AMOS7.0. The concrete research

conclusions are as follows:

1. Customer responsibility has a direct positive impact on the two dimensions of

customer citizenship behavior (recommend behavior, participation behavior); customer

responsibility has no direct positive impact on feedback behavior. In addition, the

customer identification has partial intermediary role in the relationship between

customer responsibility and recommended behavior and participation behavior, the

customer identification has mediating role in the relationship between customer

responsibility and feedback behavior.

2. Environmental responsibility has no direct positive impact on the three

dimensions of customer citizenship behavior (recommend behavior, participation

behavior and feedback behavior). Environmental responsibility has positive influence

on recommend behavior, participation behavior and feedback behavior through

customer identification. And customer identification play a mediating role in the

relationship between environmental responsibility and the three dimensions of customer

citizenship behavior (recommended behavior, participation behavior and feedback

behavior).

3. Community responsibility has no direct positive impact on the three dimensions

of customer citizenship behavior (recommend behavior, participation behavior and

feedback behavior). Community responsibility has positive influence on recommend

behavior, participation behavior and feedback behavior through customer identification.

And customer identification play a mediating role in the relationship between

community responsibility and the three dimensions of customer citizenship behavior

(recommended behavior, participation behavior and feedback behavior).

Finally, based on the conclusion, this study puts forward policy suggestions that

benefit to the government public management and corporate management practice.

Keywords: Corporate social responsibility; Customer citizenship behavior; Customer

identification

浙江财经学院硕士学位论文

第一章绪论 ......................................................... 1

第一节研究背景.................................................... 1

第二节研究问题与目的.............................................. 2

第三节研究的意义与创新............................................ 3

第四节研究思路与方法.............................................. 4

第二章文献综述 ..................................................... 7

第一节企业社会责任相关研究........................................ 7

第二节顾客认同相关研究........................................... 18

第三节顾客公民行为相关研究....................................... 24

第三章研究设计 .................................................... 32

第一节变量定义及模型构建......................................... 32

第二节关键变量量表的形成......................................... 36

第三节问卷形成与小样本预测....................................... 40

第四章数据分析 .................................................... 46

第一节描述性统计分析............................................. 46

第二节信度和效度分析............................................. 48

第三节人口统计变量的影响作用..................................... 56

第四节相关分析................................................... 59

第五章结构方程模型分析 ............................................ 61

第一节企业社会责任与顾客认同关系检验............................. 61

第二节顾客认同与顾客公民行为关系检验............................. 62

第三节企业社会责任与顾客公民行为关系检验......................... 64

第四节顾客认同的中介效应分析..................................... 67

第五节结构方程模型结果分析....................................... 75

第六章研究结论及研究展望 .......................................... 78

第一节研究结论................................................... 78

第二节管理启示................................................... 80

第三节研究局限及研究展望......................................... 82

浙江财经学院硕士学位论文

参考文献 ........................................................... 84

附录 1 .............................................................. 93

附录 2 .............................................................. 95

附录 3 .............................................................. 98

附录 4 ............................................................. 101

附录 5 ............................................................. 102

致谢 .............................................................. 103

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摘要：

浙江财经学院硕士学位论文I摘要随着经济和社会发展，企业社会责任已日益成为社会各界广泛关注的话题，而基于利益相关者视角下的企业社会责任研究更是当前学术界研究的热点。顾客作为企业最重要的利益相关者之一，是企业不可忽视的一个群体。消费者教育水平和思想觉悟的提高，促使消费者对企业履行社会责任的情况越来越关注。企业存在的目的不仅仅是利润最大化，企业必须要承担对顾客、社区、员工和自然环境等全方面的责任。企业的一言一行可以影响消费者对企业的态度和行为。消费者可以运用手中的货币投票权来行使对企业的影响，此外，消费者还可以通过一些角色之外的行为比如顾客公民行为去影响企业。目前已有的一些关于消费者视角下的企业社会...

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