虚拟CSR共创中的顾客情感契合维度辨析与量表开发研究

• 作者： 梁健爱 ¹ 胡婷婷 ¹
• 作者单位：
  1.  桂林理工大学商学院
• 发布时间：2024-10-28

摘要: 随着网络公益蓬勃发展、数字技术广泛应用和社会化媒体的兴起，企业社会责任履践向虚拟CSR共创模式演化。顾客情感契合能有效推动虚拟CSR共创高质量发展。本文基于价值共创和顾客契合理论视角，通过文献研究、探索性研究和问卷调查相结合的方法提炼虚拟CSR共创中顾客情感契合结构维度，开发和检验该量表的可靠性和有效性。研究结果表明，虚拟CSR共创中顾客情感契合是一个包含顾客感知认同感、顾客感知愉悦感和顾客感知成就感的二阶构念，其测量量表信度和效度良好。企业在虚拟CSR共创中应从顾客感知认同感、感知愉悦感和感知成就感等角度提升顾客情感契合度。

Abstract: With the vigorous development of online public welfare, the wide application of digital technology, and the rise of social media, corporate social responsibility practice has evolved into a virtual CSR co-creation model. Customer emotional fit can effectively promote virtual CSR to have high-quality development. Based on the theories of value co-creation and customer fit, this paper refines the structural dimension of customer emotional fit in virtual CSR cocreation through literature research, exploratory research, and questionnaire survey, and develops and tests the reliability and effectiveness of the scale. The results show that customer emotional fit in virtual CSR co-creation is a second-order construct including customer-perceived identity, customer-perceived pleasure, and customer-perceived accomplishment, and its measurement scale has good reliability and validity. Enterprises should improve the emotional fit of customers from the perspectives of customer-perceived identity, perceived pleasure, and perceived accomplishment in virtual CSR cocreation.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第1期
• 引用： PSSXiv:202410.02409 (或此版本 PSSXiv:202410.02409V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.01.087
  CSTR:32012.36.PSSXiv.202410.02409
• 推荐引用方式： 梁健爱,胡婷婷.虚拟CSR共创中的顾客情感契合维度辨析与量表开发研究.中国商论,2024(1).[DOI:10.19699/j.cnki.issn2096-0298.2024.01.087] (点此复制)