企业社会责任真实性对顾客公民行为的影响——来自台湾酒店业的证据

IF 11.9 1区 管理学 Q1 BUSINESS Journal of Hospitality Marketing & Management Pub Date : 2023-03-11 DOI:10.1080/19368623.2023.2188510
D. M. Nguyen, Y. Chiu
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引用次数: 5

摘要

虽然企业社会责任(CSR)真实性和顾客公民行为(CCB)对酒店业企业的长期成功非常重要,但它们之间的联系一直是一个研究不足的方面。基于社会交换理论和认知评价理论,本文建立了一个研究模型来考察感知企业社会责任真实性是否以及如何促进消费者公民行为。本研究以313位台湾快餐厅顾客为研究对象,采用PLS-SEM进行分析。研究结果表明,企业社会责任真实性感知对企业建设行为有积极而直接的影响。此外,这种关系受情感依恋和感恩情绪的调节,并受利他主义的正向调节。本研究通过揭示企业社会责任真实性影响建行的机制,为现有文献做出了贡献,并提供了重要的启示,帮助酒店企业根据其企业社会责任活动的感知真实性制定更有效的企业社会责任战略。
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Corporate social responsibility authenticity as an antecedent to customer citizenship behavior: evidence from hospitality industry in Taiwan
ABSTRACT Although corporate social responsibility (CSR) authenticity and customer citizenship behavior (CCB) are of great importance to the long-term success of businesses in the hospitality sector, the linkage between them has been an under-researched aspect. Based on social exchange theory and cognitive appraisal theory, a research model is developed to examine whether and how perceived CSR authenticity promotes customer citizenship behavior (CCB). The data was collected from 313 customers of the fast food restaurants in Taiwan and analyzed using PLS-SEM. The findings reveal that perceived CSR authenticity positively and directly impacts CCB. Further, this relationship is mediated by emotional attachment and feelings of gratitude and is positively moderated by altruism. This study contributes to the extant literature by uncovering the mechanisms through which CSR authenticity impacts CCB and provides crucial implications that help hospitality firms formulate more effective CSR strategies based on the perceived authenticity of their CSR activities.
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来源期刊
CiteScore
20.90
自引率
6.40%
发文量
33
期刊介绍: The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.
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