Hua Xiangzhou, Mohd Hasan Nurul Ain, De Costa Feroz, Qiao Weihua
UPM Faculty of Modern Languages and Communication Serdang, My 43400, Malaysia.
Department of Film & Image, College of Art, CheongJu University, Cheongju, 28503, South Korea.
Heliyon. 2024 Jul 29;10(15):e35027. doi: 10.1016/j.heliyon.2024.e35027. eCollection 2024 Aug 15.
The importance of CSR in today's business environment cannot be ignored, especially more and more enterprises realize that when consumers perceive CSR, it will affect consumer behavior and then affect corporate efficiency and reputation. With the widespread application of social media, corporate social responsibility behaviors are easy to be participated and discussed by consumers on the Internet, forming electronic word-of-mouth. Therefore, this paper discusses the influence of electronic word-of-mouth between CSR and consumer satisfaction, taking China's largest Internet enterprise Tencent and its consumers and users as the research object. The overall purpose of this study is to explore the mediating role of electronic word-of-mouth in CSR and consumer satisfaction. This study uses Stimulus-Organism-Response (SOR) theory as the theoretical framework to explain the relationship between CSR initiatives, eWOM and consumer satisfaction. Using the quantitative method of questionnaire survey, taking China's enterprise Tencent as an example, a total of 490 valid questionnaires from Tencent WeChat users from four different levels of cities were received. The PLS-SEM model was used to deeply study the impact of CSR on consumer satisfaction and electronic word-of-mouth. The study found that philanthropic responsibility has a significant impact on consumer satisfaction, but environmental responsibility has no significant impact on satisfaction. At the same time, electronic word-of-mouth plays a key mediating role between the dimension of charitable responsibility and consumer satisfaction, but there is no mediating relationship between the dimension of environmental responsibility and consumer satisfaction. This study is beneficial to other enterprises in the formulation and planning of social responsibility, helps enterprises better understand consumer demands under different CSR dimensions, and provides a useful reference for the formulation of more accurate CSR strategies.
企业社会责任在当今商业环境中的重要性不容忽视，尤其是越来越多的企业意识到，当消费者感知到企业社会责任时，它会影响消费者行为，进而影响企业效率和声誉。随着社交媒体的广泛应用，企业社会责任行为很容易在互联网上被消费者参与和讨论，形成电子口碑。因此，本文以中国最大的互联网企业腾讯及其消费者和用户为研究对象，探讨电子口碑在企业社会责任与消费者满意度之间的影响。本研究的总体目的是探讨电子口碑在企业社会责任与消费者满意度之间的中介作用。本研究以刺激-机体-反应（SOR）理论为理论框架，解释企业社会责任举措、电子口碑与消费者满意度之间的关系。采用问卷调查的定量方法，以中国企业腾讯为例，共收到来自四个不同城市层级的腾讯微信用户的490份有效问卷。运用偏最小二乘结构方程模型（PLS-SEM）深入研究企业社会责任对消费者满意度和电子口碑的影响。研究发现，慈善责任对消费者满意度有显著影响，但环境责任对满意度没有显著影响。同时，电子口碑在慈善责任维度与消费者满意度之间起关键中介作用，但在环境责任维度与消费者满意度之间不存在中介关系。本研究有助于其他企业制定和规划社会责任，帮助企业更好地理解不同企业社会责任维度下的消费者需求，并为制定更准确的企业社会责任战略提供有益参考。
