什么驱动消费者参与虚拟企业社会责任? 外部场景的影响
Fan Yang1, Yuting Song2, Jinyi Hu3,4
1School of Management Science and Engineering, Nanjing University of Finance and Economics, Nanjing, China.
PloS one
|February 11, 2026
概括
企业可以通过关注积极态度,感知控制和外部因素来促进消费者参与虚拟企业社会责任 (CSR). 参与的意愿调解了这些因素,推动了对在线企业社会责任倡议的实际参与.
科学领域:
- 工商管理 工商管理
- 营销 营销 营销 营销 营销 营销
- 社会学 社会学 社会学
背景情况:
- 社交媒体已经将企业社会责任 (CSR) 从线下转移到在线活动,创造了虚拟的CSR.
- 增强消费者参与这些虚拟企业社会责任倡议对企业来说至关重要.
研究的目的:
- 分析影响消费者愿望和行为在虚拟企业社会责任活动中的因素.
- 为优化虚拟企业社会责任战略提供可行的建议.
主要方法:
- 使用问卷调查进行实证分析.
- 计划行为理论和感知风险理论的应用.
主要成果:
- 行为态度,感知到的行为控制和外部场景积极影响参与意愿.
- 参与的意愿显著促进了实际的参与行为.
- 参与的意愿在影响因素和参与行为之间起到调解作用.
结论:
- 了解消费者心理是成功虚拟企业社会责任的关键.
- 企业应该利用对行为态度和感知控制的洞察力来加强在线企业社会责任参与.
- 虚拟企业社会责任倡议的战略优化可以带来更多的消费者参与.
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