共创型社会责任：希望情绪驱动下的参与意愿
《上海财经大学学报》 2020年22卷第2期 页码：3 - 19 online：2020年3月26日
共创型社会责任：希望情绪驱动下的参与意愿
Co-created Social Responsibility：Willingness to Participate Driven by Hope Emotion
作者（中）：王汉瑛1, 邢红卫*, 2, 田虹3, 潘楚林4
作者（英）：Wang Hanying1, Xing Hongwei*, 2, Tian Hong3, Pan Chulin4
作者单位：1.山西财经大学 会计学院，山西 太原 030006 2.山西大学 管理与决策研究所，山西 太原 030006 3.吉林大学 商学院，吉林 长春 130012 4.吉林大学 生物与农业工程学院，吉林 长春 130012
摘要：在我国强力推进共享经济和价值共创的发展理念下，由单边主导的传统企业社会责任正在借助公益众筹平台向共创型社会责任转变。网络分享是消费者参与共创型社会责任的重要方式，为厘清消费者在中国文化情境下进行网络分享的动机和认知机制，文章从实际例证出发，采用跨学科范式构建了一个双重条件化间接效应模型。准实验结果表明，公益众筹平台项目唤起的希望情绪越强，消费者的网络分享意愿越强。在认知机制方面，希望情绪可以通过增强自我实现感和反应效能感来提升网络分享意愿。在文化情境方面，消费者的集体主义倾向越高，希望情绪通过增强自我实现感提升网络分享意愿的作用越强；同时，不确定性规避倾向越高，希望情绪通过增强反应效能感提升网络分享意愿的作用也越强。文章揭示了激励希望情绪是一种有效的共创型社会责任沟通策略，企业可结合其认知机制和相应的文化情境来构建本土化的、良性的共创型社会责任模式，以帮助消费者向上向善，完善社会治理体系。
关键词：共创型社会责任; 希望情绪; 网络分享; 集体主义倾向; 不确定性规避倾向
Summary: Under the background of China’s strong promotion of sharing economy and value co-creation, traditional unilateral corporate social responsibility is transforming into co-created social responsibility with the help of charity crowdfunding platform. Online sharing is an important way through which consumers participate in co-created social responsibility. In order to clarify the motivation and cognitive mechanism of online sharing by consumers in the context of Chinese culture, the paper starts from practical examples, and adopts the interdisciplinary paradigm to construct a dual moderated mediation model. The results of quasi-experiment show that, the stronger the hope emotion aroused by charity projects, the stronger the consumers’ online sharing intention. In terms of cognitive mechanism, hope emotion can enhance online sharing intention by promoting self-actualization and response efficacy. In terms of cultural context, the effect of hope emotion on strengthening online sharing intention through enhancing self-actualization is stronger when collectivism orientation is higher. Alternatively, the effect of hope emotion on strengthening online sharing intention through enhancing response efficacy is stronger when uncertainty avoidance orientation is higher. The conclusion reveals that hope emotion arousing is an effective co-created social responsibility communication strategy. Moreover, enterprises can consider the cognitive mechanisms and corresponding cultural contexts to build an indigenized and benign co-created social responsibility model to help consumers to service public welfare and improve the social governance system.
Key words: co-created social responsibility; hope emotion; online sharing; collectivistic orientation; uncertainty avoidance orientation
DOI：10.16538/j.cnki.jsufe.2020.02.001
收稿日期：2019-11-4
基金项目：国家社会科学基金青年项目“基于公益众筹平台的共创型社会责任及治理策略研究”（19CGL023）
全文：点击下方“阅读原文”查看全文