商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2015年
7期
5~15
,共null页
负面网络口碑 企业社会责任行为 零售企业品牌权益
負麵網絡口碑 企業社會責任行為 零售企業品牌權益
부면망락구비 기업사회책임행위 령수기업품패권익
negative internet word-of-mouth; CSR behaviors; brand equity
文章运用准实验研究方法,考察在不同类型负面网络口碑情境下,零售企业的社会责任行为对品牌权益的影响作用。研究发现,在产品型负面网络口碑情境下,善因营销和企业赞助会对零售企业品牌权益产生相同程度的负向影响作用,慈善捐赠却起到修复作用;而在道德型负面网络口碑情境下,善因营销和慈善捐赠可以相同程度地修复零售企业品牌权益,企业赞助对其却无显著的影响作用;且慈善捐赠在产品型和道德型负面网络口碑下对零售企业品牌权益的修复程度是相同的。上述结论不仅在理论上表明企业社会责任行为对零售企业品牌权益的影响作用受到负面网络口碑类型的调节,也为处在负面网络口碑情境下的零售企业如何实施企业社会责任行为提供了有益启示。
文章運用準實驗研究方法,攷察在不同類型負麵網絡口碑情境下,零售企業的社會責任行為對品牌權益的影響作用。研究髮現,在產品型負麵網絡口碑情境下,善因營銷和企業讚助會對零售企業品牌權益產生相同程度的負嚮影響作用,慈善捐贈卻起到脩複作用;而在道德型負麵網絡口碑情境下,善因營銷和慈善捐贈可以相同程度地脩複零售企業品牌權益,企業讚助對其卻無顯著的影響作用;且慈善捐贈在產品型和道德型負麵網絡口碑下對零售企業品牌權益的脩複程度是相同的。上述結論不僅在理論上錶明企業社會責任行為對零售企業品牌權益的影響作用受到負麵網絡口碑類型的調節,也為處在負麵網絡口碑情境下的零售企業如何實施企業社會責任行為提供瞭有益啟示。
문장운용준실험연구방법,고찰재불동류형부면망락구비정경하,령수기업적사회책임행위대품패권익적영향작용。연구발현,재산품형부면망락구비정경하,선인영소화기업찬조회대령수기업품패권익산생상동정도적부향영향작용,자선연증각기도수복작용;이재도덕형부면망락구비정경하,선인영소화자선연증가이상동정도지수복령수기업품패권익,기업찬조대기각무현저적영향작용;차자선연증재산품형화도덕형부면망락구비하대령수기업품패권익적수복정도시상동적。상술결론불부재이론상표명기업사회책임행위대령수기업품패권익적영향작용수도부면망락구비류형적조절,야위처재부면망락구비정경하적령수기업여하실시기업사회책임행위제공료유익계시。
Through quasi-experimental methodology,this paper studies the impact of the social responsibility of retail enterprises on the brand equity under the circumstance of negative internet Word-of-Mouth under various types of negative online word-ofmouth（ WOM）. It is found that under product-related negative WOM,cause-related marketing and sponsorship can exert negative effect on brand equity to the same extent,whereas philanthropy donation can significantly repair brand equity. However,when the negative WOM is related to moral behaviors,enterprises＇ cause-related marketing behaviors and philanthropy donations can effectively repair brand equity to the same extent,but sponsorship has no remarkable impact; the philanthropy donation has the same repairing impact on both product-related negative WOM and moral behaviors-related negative internet WOM. The results make theoretical contribution that the impact of the social responsibility of retail enterprises on the brand equity can be regulated by the type of negative WOM; meanwhile the results provide some significant revelation on how the social responsibility behaviors of retail enterprises should be implemented under the circumstance of negative internet WOM.
