經(jīng)濟(jì)營銷英文翻譯---探索企業(yè)社會(huì)責(zé)任如何影響消費(fèi)者決策的定性研究

1、<p><b>　　中文1900字</b></p><p>　　Author：Magdalena Öberseder, Bodo B. Schlegelmilch, Verena Gruber</p><p>　　Nationality：Austria</p><p>　　Originate from：Journal of

2、Business Ethics © Springer Science+Business Media B.V. 2011 10.1007/s10551-011-0925-7</p><p><b>　　原文2</b></p><p>　　“Why Don’t Consumers Care About CSR?”: A Qualitative Study Exp

3、loring the Role of CSR in Consumption Decisions“</p><p>　　1.Introduction</p><p>　　During the past decade, consumers have become progressively more interested in corporate social responsibility (

4、CSR) (Carrigan and Attalla 2001; Maignan 2001). Several reasons for this have been advanced: On the supply side, firms are increasingly engaging in CSR activities and place more emphasis on communicating their CSR effort

5、s while, on the demand side, consumer advocate groups are highlighting irresponsible corporate behavior and calling for boycotts (Snider et al. 2003). The increased att</p><p>　　However, despite consumers’ i

6、nterest in CSR and its ostensive impact on purchase intention, in reality, CSR still only plays a minor role in consumption decisions (Mohr et al. 2001). This challenges many findings based on experiments and survey rese

7、arch, which suggest that consumers do take a company’s CSR initiatives into account when making purchasing decisions. Possible explanations point to two shortcomings in this stream of research. First, the experimental se

8、tting of many studies induces a</p><p>　　This article is organized as follows. The next section discusses previous work on CSR and consumer behavior and identifies some of the common limitations inherent in

9、extant research. Subsequently, the methodological approach is explained, and the findings are presented. Finally, the implications of the findings are discussed, and avenues for further research are suggested.</p>

10、<p>　　2.CSR and Purchase Intention</p><p>　　The type of CSR activity, consumers’ support of the initiative, and their beliefs about the tradeoffs a company makes for the sake of its CSR play a crucial

11、role in consumers’ reactions to CSR activities (Sen and Bhattacharya 2001). Furthermore, the influence of CSR on consumers’ purchase intention can be direct or indirect. The effect is indirect when a corporate context fo

12、r purchase intention is created, that is when consumers know the company and its CSR efforts. However, a company’s CSR acti</p><p>　　Extant research also showed that CSR only has a positive effect on consume

13、rs’ purchase intention when consumers are interested in the CSR activity and support it. Moreover, there must be a good fit between the company’s CSR activity and its business. Furthermore, irresponsible corporate behavi

14、or has been found to have a greater impact on consumers’ purchase intention than responsible behavior (Bhattacharya and Sen 2004). </p><p>　　3.Findings: Factors Influencing the Assessment of CSR as a Purchas

15、ing Criterion</p><p>　　3.1Core Factors</p><p>　　Consumers’ perceive two core factors as decisive for a potential consideration of CSR as a purchase criterion: information and personal concern. T

16、hey are both prerequisites for considering CSR in the purchasing process.</p><p>　　The most important and complex one is information on a company’s CSR position. Information consists of two dimensions: level

17、 of information and type of information. The former describes the extent of knowledge (e.g., no, little, or extensive knowledge) consumers have about a company’s CSR initiatives. The second dimension focuses on whether t

18、he CSR information consumers have is perceived as positive or negative. </p><p>　　3.2Central Factor</p><p>　　The interviewees stress that the financial situation of a consumer constitutes a cent

19、ral factor in this process. The factor not only describes the consumers’ price perception and willingness to spend money on products from socially responsible companies, but also the actual monetary resources of a person

20、. With price being a very important criterion in decision-making among interviewees, the financial situation of the consumer is highly relevant when purchasing goods. These findings are in accord</p><p>　　3.

21、3Peripheral Factors</p><p>　　When all core factors are met and the central factor—price—is perceived acceptable, our interviews revealed that the respondents consider three additional factors before they inc

22、orporate a company’s CSR initiatives into their purchasing decisions. These peripheral factors include the image of the company, the credibility of CSR initiatives, and the influence of peer groups. The label “peripheral

23、 factors” indicates that these factors, by themselves, are not able to trigger an inclusion of CSR cri</p><p><b>　　譯文2</b></p><p>　　“為什么消費(fèi)者不關(guān)心企業(yè)社會(huì)責(zé)任？”：探索企業(yè)社會(huì)責(zé)任如何影響消費(fèi)者決策的定性研究 </p&g

24、t;<p><b>　　1.導(dǎo)言</b></p><p>　　在過去的十年里，消費(fèi)者已經(jīng)變得對(duì)企業(yè)社會(huì)責(zé)任越來越感興趣（卡里根和阿塔拉2001，麥格納2001）。這幾個(gè)原因推進(jìn)了這一現(xiàn)象：在供應(yīng)方面，公司正在越來越多地參與企業(yè)社會(huì)責(zé)任的活動(dòng)中，更加強(qiáng)調(diào)企業(yè)社會(huì)責(zé)任的溝通努力，同時(shí)，在需求方面，消費(fèi)者倡導(dǎo)團(tuán)體強(qiáng)調(diào)呼吁抵制不負(fù)責(zé)任的行為（施耐德等。2003）。一些調(diào)查和實(shí)驗(yàn)似乎表明

25、增加對(duì)企業(yè)社會(huì)責(zé)任的注意力似乎也影響到消費(fèi)者的購買意向（例如，布朗和達(dá)西1997；摩爾和韋伯2005，森和貝塔2001）。 </p><p>　　然而，盡管消費(fèi)者關(guān)注企業(yè)社會(huì)責(zé)任，也表明其對(duì)消費(fèi)者購買意向的影響，在現(xiàn)實(shí)中，企業(yè)社會(huì)責(zé)任在消費(fèi)決策仍然只扮演一個(gè)次要角色（莫爾等人2001）。這是在許多調(diào)查結(jié)果和調(diào)查研究的基礎(chǔ)上作出的挑戰(zhàn)，而其中研究也發(fā)現(xiàn)消費(fèi)者在作出購買決定是會(huì)考慮公司企業(yè)社會(huì)責(zé)任倡議?？赡艿慕忉專@

26、些調(diào)查研究中有兩個(gè)缺點(diǎn)。首先，實(shí)驗(yàn)中設(shè)置了許多研究誘導(dǎo)人意識(shí)到企業(yè)社會(huì)責(zé)任。因此，雖然這些研究提供一些有益的見解，實(shí)際上企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)行為的影響可能無法充分反映。其次，大多數(shù)這些研究往往帶有社會(huì)認(rèn)可的偏見：當(dāng)被問到對(duì)企業(yè)社會(huì)責(zé)任態(tài)度時(shí)，消費(fèi)者會(huì)宣布他們的意愿和行動(dòng)，，但說到真正的消費(fèi)，只有很少考慮企業(yè)社會(huì)責(zé)任（Auger 和 Devinney 2007， Devinney 2010）。更好地了解企業(yè)社會(huì)責(zé)任對(duì)購買決策的所發(fā)揮的作用，

27、需要了解其中表明意圖和實(shí)際行為之間的差異。本文試圖闡明這個(gè)問題，并試圖對(duì)消費(fèi)者將企業(yè)社會(huì)責(zé)任倡議作為購買標(biāo)準(zhǔn)這一現(xiàn)象提供一個(gè)更好地了解的過程。為此，我們通過深入訪談得出定性數(shù)據(jù)。研究結(jié)果表明，對(duì)企業(yè)社會(huì)責(zé)任倡議的評(píng)價(jià)是一個(gè)復(fù)雜又有層次的過程，其中需要辨別消費(fèi)者的核心因素，重要因素和外部因素</p><p>　　本文的組織如下。下一節(jié)討論以前對(duì)企業(yè)社會(huì)責(zé)任和消費(fèi)者行為的研究工作，確定在現(xiàn)有的研究中一些共同固有的局限

28、性，。隨后，解釋該方法論的方法并提出調(diào)查結(jié)果。最后，對(duì)調(diào)查的結(jié)果進(jìn)行了討論，并作進(jìn)一步的研究。 </p><p>　　2.企業(yè)社會(huì)責(zé)任與購買意愿 </p><p>　　企業(yè)社會(huì)責(zé)任活動(dòng)的類型，消費(fèi)者對(duì)倡議的支持以及他們對(duì)信仰的權(quán)衡是源于消費(fèi)者在對(duì)企業(yè)社會(huì)責(zé)任活動(dòng)的反應(yīng)時(shí)，一家公司的企業(yè)社會(huì)責(zé)任起到了至關(guān)重要的作用。（森和巴塔2001）。此外，影響企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者購買意愿可以是直接的或間

29、接的。當(dāng)消費(fèi)者知道公司和企業(yè)社會(huì)責(zé)任，在企業(yè)范圍內(nèi)對(duì)購買意愿的創(chuàng)建，其中的效果是間接。然而，一個(gè)公司的企業(yè)社會(huì)責(zé)任行動(dòng)對(duì)有吸引力的產(chǎn)品也有直接影響。如果企業(yè)社會(huì)責(zé)任倡議所對(duì)應(yīng)的消費(fèi)者也具有企業(yè)社會(huì)責(zé)任的信念并且支持這些倡議，那么這個(gè)公司的企業(yè)社會(huì)責(zé)任倡議直接影響購買意愿，（森和巴塔2001）。作出更積極的社會(huì)活動(dòng)的消費(fèi)者也被發(fā)現(xiàn)，他們會(huì)采取更負(fù)責(zé)任的購買決定，在他們的處事行為中會(huì)負(fù)起更多的責(zé)任（莫爾和韋伯2005）。 </p>

30、;<p>　　現(xiàn)存的研究還表明，只有當(dāng)消費(fèi)者對(duì)社會(huì)責(zé)任活動(dòng)有興趣時(shí)并且支持企業(yè)社會(huì)責(zé)任時(shí)，企業(yè)社會(huì)責(zé)任才會(huì)對(duì)消費(fèi)者的購買意向產(chǎn)生積極的影響。此外，公司的社會(huì)責(zé)任活動(dòng)及其業(yè)務(wù)之間必須有一個(gè)良好的配合。另外，萬一公司被發(fā)現(xiàn)有不負(fù)責(zé)任的行為，那么比起負(fù)責(zé)任行為，不負(fù)責(zé)任行為對(duì)消費(fèi)者購買意愿的影響更大（巴塔和森2004）。 </p><p>　　3.結(jié)果：影響評(píng)估企業(yè)社會(huì)責(zé)任作為一種購買標(biāo)準(zhǔn)的因素</

31、p><p><b>　　3.1核心因素</b></p><p>　　消費(fèi)者感知將潛在企業(yè)社會(huì)責(zé)任的考慮作為購買標(biāo)準(zhǔn)的兩個(gè)決定性的核心因素是：信息和個(gè)人關(guān)注。在采購過程中考慮企業(yè)社會(huì)責(zé)任時(shí)，這兩個(gè)因素都是先決條件。 </p><p>　　最重要和復(fù)雜的一點(diǎn)是關(guān)于一個(gè)公司的企業(yè)社會(huì)責(zé)任的立場(chǎng)的信息。信息包含兩個(gè)維度：信息的水平和信息的類型。前者描述關(guān)于

32、消費(fèi)者對(duì)公司的企業(yè)社會(huì)責(zé)任倡議了解的程度（例如，沒有，小，或廣泛）。第二個(gè)重點(diǎn)是，企業(yè)社會(huì)責(zé)任信息被消費(fèi)者視為積極還是消極。</p><p><b>　　3.2重要因素</b></p><p>　　受訪者強(qiáng)調(diào)，消費(fèi)者的財(cái)務(wù)狀況在購買過程是非常重要的因素。這些因素不僅描述了消費(fèi)者的價(jià)格認(rèn)知，并且愿意將錢花在購買社會(huì)責(zé)任感的公司的產(chǎn)品，而且也表明消費(fèi)者的實(shí)際貨幣資源。在受

33、訪者中，價(jià)格是一個(gè)非常重要的決策準(zhǔn)則，消費(fèi)者的財(cái)務(wù)狀況是與采購的商品是高度相關(guān)的。這些結(jié)果都符合以往關(guān)于價(jià)格重要性的研究（卡里根和阿塔拉2001）以及占主導(dǎo)地位的購買決策是財(cái)務(wù)情況而不是倫理價(jià)值（布雷等人。2011）。因此，足夠的財(cái)政資源是一個(gè)考慮公司的企業(yè)社會(huì)責(zé)任活動(dòng)作為一個(gè)購買標(biāo)準(zhǔn)的先決條件。</p><p><b>　　3.3外部因素</b></p><p>　

34、　當(dāng)所有的核心因素會(huì)和重要要素即價(jià)格被認(rèn)為是可以接受時(shí)，我們的訪談表明，受訪者認(rèn)為三個(gè)額外的因素應(yīng)納入公司的企業(yè)社會(huì)責(zé)任倡議作為其購買決策的條件。這些外部因素包括公司的形象，企業(yè)社會(huì)責(zé)任倡議所形成的信譽(yù)，以及同行的影響?！巴獠恳蛩亍钡臉?biāo)簽表明，這些因素是消費(fèi)者自己形成的，不能引發(fā)列入企業(yè)社會(huì)責(zé)任標(biāo)準(zhǔn)的決策過程。然而，消費(fèi)者表示，他們可能會(huì)進(jìn)一步提高或減少考慮企業(yè)社會(huì)責(zé)任在購買決策的可能性。</p><p>　　作