消費者自我建構對企業策略性慈善之反應—同理心與道德認同的中介與干擾角色

How Consumer Self-Construal Influences its Responses to Corporate Strategic Philanthropy—The Mediating and Moderating Roles of Empathy and Moral Identity

楊心蒂(Hsin-Ti Yang)

指導教授 ： 嚴奇峰 ； 王如鈺

中原大學/商學院/企業管理研究所/博士(2016年)

https://doi.org/10.6840/cycu201700021

摘要

現今企業在社會期望下盛行採用策略性慈善，作為善盡企業社會責任(Corporate Social Responsibility, CSR) 的方式，因為策略性慈善可同時兼顧社會福祉以及企業獲利，達到雙贏的目標。本研究試圖兼顧理論與實務的觀點，從消費者角度探討其對企業策略性慈善的反應，並根據研究目的分別探討消費者對於台灣便利商店「平台服務」及「善因行銷」等公益活動的反應，是否會受到自我建構、同理心及道德認同的影響。
研究樣本來自台灣北部、中部、南部及東部共11所大學師生、職員及社會人士，共計發出問卷1300份，總共回收有效樣本1111份。本研究以PROCESS檢測本研究提出的中介與干擾的假設，以及雙中介、遠程中介與干擾式中介等假設。
實證研究結果發現： 1) 消費者自我建構會影響其對企業策略性慈善的反應，尤其會對購買意圖部分產生正向影響；2) 消費者的自我建構會透過同理心影響其對企業策略性慈善反應行為，亦即同理心的中介對「善因行銷」皆會產生正向影響；3) 消費者的自我建構會透過道德認同內化影響其對企業策略性慈善的反應，其中道德認同內化的中介在「平台服務」上皆呈現負向影響，而在「善因行銷」上皆呈現正向影響，顯示出消費者對某些企業公益活動存有企業偽善的懷疑；4) 同理心與道德認同內化二者對消費者購買意圖之遠程中介影響上有正向影響，另外，同理心也會進一步正向影響「消費者自我建構互依我對企業策略性慈善的評價」，顯示道德情緒亦有正向增強道德認知的影響；5) 道德認同表徵化在「消費者自我建構對於企業策略性慈善反應」的直接影響上並不會產生干擾作用； 6) 道德認同表徵化在「善因行銷」上會負向干擾同理心的中介影響；合併兩個干擾的實證結果的分析，說明道德認同表徵化僅在正向的同理心中介影響上會產生弱化的作用。
就理論的貢獻而言，本研究在消費者自我建構及其對企業策略性慈善反應影響關係中，建構了同理心與道德認同內化所扮演的雙重中介角色，以及同理心在這個影響關係中的遠程中介角色。同時也確認了道德認同表徵化與道德認同內化在消費者反應的影響關係中，分別扮演著干擾及中介的不同角色。本研究對企業推動公益活動的實務建議上，強調對消費者要表現真誠並避免吹噓，以免反而招致企業偽善的負面反應。另在後續研究上，則建議針對消費者自我建構的構面設計及歸因動機等，探討其對企業策略性慈善活動的反應。

關鍵字

消費者自我建構 ； 企業策略性慈善 ； 消費者反應 ； 同理心 ； 道德認同 ； 中介與干擾 ； 便利商店

並列摘要

In response to current social expectations, most businesses fulfill their corporate social responsibility (CSR) by engaging in strategic philanthropy. For businesses, strategic philanthropy is a win-win situation because they facilitate both social well-being and corporate profits. This study considered both theoretical and practical perspectives to investigate consumers’ responses to corporate strategic philanthropy and whether consumers’ responses to convenience stores’ charitable activities (i.e., providing platform services versus engaging in cause-related marketing) were affected by the consumers’ self-construal, empathy, and moral identity.
The study sample comprised professors and students (from 11 universities), business employees, and functioning members of society in Northern, Central, Southern, and Eastern Taiwan. A total of 1,300 questionnaires were distributed, of which 1,111 effective questionnaires were collected. By using PROCESS, this study tested the hypotheses proposed for various effects, including the mediation, moderation, dual mediation, distal mediation, and moderated mediation effects.
The empirical study results are as follows: (1) Consumers’ self-construal had an effect on their responses to corporate strategic philanthropy, especially a positive effect on their purchase intentions. (2) Consumers’ empathy had a mediating effect on the relationship between consumers’ self-construal and their responses to corporate strategic philanthropy. In other words, empathy had a positive mediating effect on cause-related marketing. (3) Consumers’ moral identity internalization had a mediating effect on the relationship between consumers’ self-construal and their responses to corporate strategic philanthropy, in which moral identity internalization had a negative effect on platform services and a positive effect on cause-related marketing. This indicated that consumers were skeptical about businesses’ true intentions behind their participation in charitable activities. (4) Empathy and moral identity internalization had a distal positive mediating effect on consumers’ purchase intentions. In addition, empathy had a positive effect on “consumers’ evaluation of a corporate strategic philanthropy performed using the self-construal of interdependent self-construal,” showing that moral emotion enhanced the moral identity effect. (5) No moderating effect was observed in the direct effect of moral identity symbolization on “consumers’ responses to a business’ strategic philanthropy as a result of self-construal.” (6) Moral identity symbolization negatively moderated the mediating effect of empathy on cause-related marketing. By analyzing the two moderating effect-related empirical results, this study found that moral identity symbolization only weakened the positive mediating effect of empathy.
Concerning theoretical contributions, this study investigated the effect of consumers’ self-construal on their responses to corporate strategic philanthropy and identified the roles played by empathy and moral identity internalization as dual mediating variables and the role played by empathy as a distal mediating variable. In addition, this study confirmed moral identity symbolization and moral identity internalization to respectively be the moderator and mediator in consumers’ responses to corporate strategic philanthropy. This study advises that businesses be authentic and avoid bragging when promoting charitable activities to prevent consumers from reacting in a negative manner (i.e., feeling skeptical about the businesses’ true intentions). Future studies may develop the dimensions of consumers’ self-construal and attribution motivation to investigate consumers’ responses to corporate strategic philanthropy.

並列關鍵字

Consumer Self-construal ； Corporate Strategic Philanthropy ； Consumer Response ； Empathy ； Moral identity ； Moderation and Mediation ； Convenience Store

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