文章基本信息

标题：The Determinants of Attribution for Corporate Social Responsibility
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作者：Chin-Fang Yang ; Chin-Fang Yang ; Chi-Shiun Lai 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：207
页码：560-567
DOI：10.1016/j.sbspro.2015.10.127
语种：English
出版社：Elsevier
摘要：AbstractMost of the previous studies focus on means of CSR implementation, such as fit, commitment, but few take corporate communication strategy into consideration. Thus, this study adopts 2 (fit: low/high) x 2 (commitment: short-term/ long-term) x 2 (communication strategy: proactive/ reactive) between-subject factorial design to explore the moderating effects of communication strategy. The results show that high-fit CSR activities, comparing to low-fit ones, generate higher values- and strategic-driven attributions. Comparing to short-term commitment, long-term commitment generates higher values- and strategic-driven attributions. Short-term commitment generates higher stakeholder-driven attribution than that in long-term commitment. When proactive communication strategy is taken, high-fit CSR activities generate higher values-driven attribution than low-fit ones. When proactive communication strategy is taken, long-term commitment generates higher values-driven attribution than short-term commitment. Finally, values-driven attribution will positively influence purchase intention.
关键词：Corporate Social Responsibility;Fit;Commitment;Communication Strategy;Attribution Theory;Purchase intention