在我国强力推进共享经济和价值共创的发展理念下,由单边主导的传统企业社会责任正在借助公益众筹平台向共创型社会责任转变。网络分享是消费者参与共创型社会责任的重要方式,为厘清消费者在中国文化情境下进行网络分享的动机和认知机制,文章从实际例证出发,采用跨学科范式构建了一个双重条件化间接效应模型。准实验结果表明,公益众筹平台项目唤起的希望情绪越强,消费者的网络分享意愿越强。在认知机制方面,希望情绪可以通过增强自我实现感和反应效能感来提升网络分享意愿。在文化情境方面,消费者的集体主义倾向越高,希望情绪通过增强自我实现感提升网络分享意愿的作用越强;同时,不确定性规避倾向越高,希望情绪通过增强反应效能感提升网络分享意愿的作用也越强。文章揭示了激励希望情绪是一种有效的共创型社会责任沟通策略,企业可结合其认知机制和相应的文化情境来构建本土化的、良性的共创型社会责任模式,以帮助消费者向上向善,完善社会治理体系。
共创型社会责任:希望情绪驱动下的参与意愿
摘要
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王汉瑛, 邢红卫, 田虹, 等. 共创型社会责任:希望情绪驱动下的参与意愿[J]. 上海财经大学学报, 2020, 22(2): 3-19.
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