Zhigang Wang, Lei Zhang, Xintao Liu
Economics and Management School of Wuhan Sports University, Wuhan, China.
Postgraduate School of Wuhan Sports University, Wuhan, China.
Front Psychol. 2020 Nov 16;11:580114. doi: 10.3389/fpsyg.2020.580114. eCollection 2020.
Based on the concept of hypocrisy perception, this paper studies and discusses consumers' response to corporate social responsibility (CSR) hypocrisy perception, discusses the formation of consumers' hypocrisy perception from the perspective of consumers' expectation of CSR, and originally reveals the psychological and behavioral mechanisms of the generation of negative emotions and their role in consumer response. The results are as follows: (1) consumers' CSR expectations and CSR perceived performance have a significant impact on their perception of hypocrisy; (2) consumers' perception of hypocrisy has a significant impact on their negative emotions; (3) consumers' negative emotions can have a significant impact on their attitudes and negative behaviors. The research results show that consumers' expectations of CSR activities can affect consumers' attitudes and behaviors, among which consumers' perceived CSR performance, perceived hypocrisy, and negative emotions play an important role. In the implementation of CSR activities, enterprises should avoid making consumers have excessive expectations and appease their negative emotions, so as to improve the implementation effect of CSR activities.
基于虚伪感知的概念，本文研究并探讨了消费者对企业社会责任（CSR）虚伪感知的反应，从消费者对企业社会责任的期望角度探讨了消费者虚伪感知的形成，并首次揭示了负面情绪产生的心理和行为机制及其在消费者反应中的作用。研究结果如下：（1）消费者的企业社会责任期望和企业社会责任感知绩效对其虚伪感知有显著影响；（2）消费者的虚伪感知对其负面情绪有显著影响；（3）消费者的负面情绪会对其态度和负面行为产生显著影响。研究结果表明，消费者对企业社会责任活动的期望会影响消费者的态度和行为，其中消费者感知的企业社会责任绩效、感知的虚伪和负面情绪起着重要作用。在企业社会责任活动的实施中，企业应避免让消费者产生过高期望并安抚其负面情绪，以提高企业社会责任活动的实施效果。
