企业社会责任的理念已经被企业接受并在实践中履行。但是什么样的社会责任活动才能为企业带来最大的收益呢?这正是社会责任匹配性研究的意义所在。本文通过对社会责任匹配性的概念、维度和测量进行了梳理,重点分析了匹配性高低和匹配性类型的影响效应。在此基础上,对社会责任匹配性的未来研究方向提出了展望。
The concept of social responsibility has been accepted by enterprises and implemented in practice. But what kind of social responsibility activities can bring the most benefits to enterprises? This is the significance of social responsibility matching research. This paper sorts out the concept, di-mension and measurement of social responsibility matching, and analyzes the influence effect of matching degree and matching type. On this basis, the future research direction of social respon-sibility matching is put forward.
社会责任匹配性,维度,测量,后续效应, Social Responsibility Fit Dimension Measurement The Follow-Up Effect社会责任匹配性研究述评与展望
Lafferty, Goldsmith et al. (2004)认为消费者对社会责任匹配性的类型的感知是不同的 [10]。单纯的研究企业社会责任匹配性的某一方面或者对企业社会责任匹配性的类型不详细划分就很难全面研究社会责任匹配性的影响。因此有必要对社会责任匹配的类型进行划分,来研究对员工认同的影响。鉴于学术界对匹配性定义的纷争,在对企业社会责任匹配性的分类进行研究时,不同的学者有着不同的观点。Gwinner (1997)认为品牌与善因之间的匹配可以分为功能性匹配与形象匹配。所谓的功能性匹配是指企业产品的功能性特征与社会事业或社会善因之间的联系,这种匹配是建立在对企业产品的功能属性与社会善因或社会事业的特点进行对比分析的基础上行的。形象匹配是指企业形象与社会事业或社会善因之间的一致性,这种匹配可能与企业的发展历史或企业的价值观与企业形象有关 [11]。多数研究将企业社会责任匹配性划分为功能匹配与形象匹配(Nan & Heo, 2007) [12]。Lafferty, Goldsmith et al. (2004)认为企业社会责任匹配性可以分为品牌名称匹配和产品种类匹配。品牌名称匹配是指消费者对品牌与社会事业或社会善因所组成的搭配的舒适程度,产品种类匹配是指对品牌与社会事业或社会善因在功能性与实用性方面的兼容性或互补性。换句话说,品牌名称匹配指的是企业与非利益组织的匹配,产品种类品牌是指行业之间的匹配 [10]。Kim, Sung et al. (2011)认为企业社会责任匹配性可以分为业务匹配、活动匹配与熟悉度匹配。业务匹配从企业与非盈利组织的视角,即为企业与非盈利性组织间的匹配,关注的是“与谁合作”的问题。活动匹配是指企业主营业务与非利益组织合作从事的主要活动间的匹配。更关注“做什么”。熟悉度匹配是指人们对一个组织与另一组织在熟悉度方面的相似性,关注的是对组织的熟悉度而不是对社会善因或社会事业本身的熟悉度 [13]。Kim, Kim et al. (2011)将企业社会责任匹配性分为企业与社会责任活动的匹配和消费者与企业社会责任活动的匹配两方面。企业与社会责任活动的匹配是指企业商业活动的特点与企业所支持的社会活动之间的匹配(Menon and Kahn, 2003)。消费者与企业社会责任活动的匹配是指企业社会责任活动与消费者的价值观和个人兴趣之间的相关性和一致(Lee, Park et al., 2012) [14]。Tezer, Bodur, et al. (2014)提出了企业社会责任匹配性的二维概念模型。其中一个维度指的是企业核心业务活动与企业社会责任活动之间的匹配,另一维度指的是消费者对企业社会责任活动的认知与企业社会责任活动本身的匹配 [15]。Ringer, Oppewal et al. (2005)将匹配分为认知、情感和行为匹配,鉴于感知的复杂性该观点并未得到关注 [16]。
Pracejus和Olsen (2004)在预调研的基础上选择了消费者倾向的社会事业和社会善因活动,利用7级量表(匹配性非常低与匹配性非常高)对被试关于社会事业与主题公园的匹配性的感知进行测量,最终确定了匹配性较高和匹配性较低的两个社会事业进行研究 [17]。Gupta和Pirsch (2006)在探究企业社会责任匹配性对消费者响应的影响时,利用实验法设计了迪斯尼与圣聚德儿童研究医院的合作,测量消费者对这一合作的匹配性的感知,基于中位数将匹配性分为两组进行研究 [8]。Becker-Olsena, Cudmore et al. (2006)首先选择了一些消费者喜爱与熟悉的企业与一些重要性与相关性类似的社会事业活动,然后从匹配性、形似性、一致性、互补性四个方面,共4个题项,用李克特7级量表进行测量,最终选择了高匹配与低匹配的企业与社会事业活动组合来进行研究 [7]。Nan和Heo (2007)在研究消费者社会责任响应时,在实验设计时,通过改变善因营销中的非利益组织实现了对企业社会责任匹配性的高水平与低水平的设计 [18]。Barone, Norman et al. (2007)通过设计药品零售商分别与一般的健身项目和乳腺癌防预意识项目的结合来完成对高低匹配的设计(Samu and Wymer, 2009) [19]。
采用单题项的李克特5级量表,在保持品牌不变、社会事业和社会善因活动变化的情况下对匹配性的水平进行了设计 [20]。Gu和Pamela Morrison (2009)采用实验设计的方法基于虚拟的企业与社会事业活动的结合,从相关性、相联性与适合性三个题项对企业社会责任匹配性进行了研究 [21]。Lafferty (2009)利用两极评估量表从兼容性、意义性与可信性三个方面对匹配性进行了测量 [2]。其二是对社会责任匹配性的类型进行详细划分,例如功能匹配和形象匹配。Trimble和Rifon (2006)采用语义差别7级量表,利用4个题项对功能性兼容进行测量,利用3个题项对形象兼容性进行测量 [1]。Alcaniz, Caceres et al. (2010)借鉴Aker和Keller (1990),Till和Busler (2000)等的研究,从功能匹配和形象匹配两个方面对企业社会责任匹配性进行研究,并采用两极式评定量表利用6个题项进行测量 [22]。Bigne, Curras-Perez et al. (2012)采用Lafferty, Goldsmith et al. (2004)的研究方法,利用7级语义差别量表,借鉴Rifon, Choi et al. (2004)与Roy和Cornwell (2003)的研究共用6个题项进行测量 [13]。Cheron, Kohlbacher et al. (2012)在深度访谈与预调研的基础上,设计了高功能匹配与低功能匹配两种情景进行研究 [23]。Kim Sung et al. (2012)利用实验法设计了熟悉度匹配、业务匹配与活动匹配三种匹配的高水平与低水平情景,并对企业社会责任匹配性的影响进行了研究 [24]。袁海霞(2014)实验设计为高/低功能与形象匹配,五个题项测量功能匹配与形象匹配 [9]。总之,从现有的对企业社会责任匹配性的测量来看,大部分研究从匹配性的水平角度对企业社会责任匹配性的影响进行了研究,仅有少量研究考虑了企业社会责任匹配性的类型。
4. 社会责任匹配性的影响结果研究4.1. 社会责任匹配性对企业的正向影响研究
大多数研究都证明社会责任匹配性越高,企业社会责任活动所带来的效果越显著(Gupta and Pirsch, 2006; Lafferry and Goldsmith, 2005) [8] [10]。樊建锋和田志龙(2010)认为企业社会事业活动与企业品牌的匹配是其社会事业成功的关键 [25]。曹淑芹和张志臣(2007)也认为企业应当从事那些与其战略目标相一致的公益事业,也就是说企业公益事业目标群体应当与其目标市场群体保持一致 [26]。而当赞助事业被视为与公司形象不符时,赞助甚至可能是有害的(Speed and Thompson 2000) [27]。Dean (1999)对不匹配的影响进行了研究,认为当企业社会责任活动缺乏一致性时,企业需要对社会责任活动重新进行解释和阐述,以便与消费者建立联系,因为这种情况会影响消费者的认知过程,并导致其对企业的行为产生怀疑 [28]。Becker-Olsen和Simmon (2006)认为,当社会责任议题与企业定位高度匹配时,这样做会加强和深化企业的定位;而低匹配度会弱化企业定位,对消费者的态度产生影响,甚至最后影响履行社会责任的效果 [6]。
企业社会责任匹配性会影响消费者对品牌的态度、可信度及认知。Aaker and Keller (1990)证明了感知匹配性通常会对消费者态度产生积极的影响 [13]。Rifon et al. (2004)发现企业与社会事业的匹配会影响消费者对企业的可信度 [29]。Bower (1981)基于“联合网络”(Associative Networks)理论,来分析企业的慈善捐赠行为,研究表明企业社会责任活动的匹配性会对消费者认知及态度产生积极的正向影响。“关联网络”理论指出,当消费者感知到企业社会责任活动与企业之间是高度匹配时,消费者态度会有所改观,因为消费者会认为企业的这种行为是更适合的。Cha et al. (2016)考察了企业社会责任-品牌匹配对顾客品牌忠诚度的影响,发现企业社会责任-品牌匹配既提高了顾客对品牌的认同度,又增强了社会品牌认同度,进而提高了顾客品牌忠诚 [30]。Rim et al. (2016)发现,企业与在社会责任方面合作的非营利组织之间的匹配会带来更加积极的口碑 [31]。另外,Gupta和Pirsch (2006)指出,公司与社会责任活动之间的高度匹配性将反映到消费者对产品的积极认知上,最终会提高消费者的购买意愿 [8]。
魏秀丽,王 芳. 社会责任匹配性研究述评与展望Review and Prospect of Social Responsibility Fit Research[J]. 现代管理, 2019, 09(06): 792-799. https://doi.org/10.12677/MM.2019.96096
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