The Process of CSR Communication—Culture-Specific or Universal? Focusing on Mainland China and Hong Kong Consumers
Publication in refereed journal


摘要Through two representative surveys—one in Beijing the other in Hong Kong (HK)—this study empirically validates an existing U.S.-based model of corporate social responsibility (CSR) communication process. The study also extends the model by adding government trust as a second moderator and government involvement as a unique dimension of CSR communication. The perceived presence of CSR communication factors results in increases in consumers’ cognitive, affective, and behavioral responses. In turn, these increases improve favorable corporate reputation perception. Such results demonstrate the significant contributions of CSR communication dimensions to positive consumer outcomes in Chinese contexts. The process of CSR communication has significantly different features in Chinese contexts than in Western ones. Chinese consumers (both Beijing and HK) revealed a very high tolerance and acceptance of CSR communication with a self-promotional tone. The trust levels of HK consumers in the government tended to negatively moderate the effectiveness of CSR communication, while those of Beijing consumers did not.
著者KIM Sora
期刊名稱International Journal of Business Communication
關鍵詞corporate social responsibility communication, China, Hong Kong, process model, consumer knowledge of CSR, consumer trust, engagement, corporate reputation

上次更新時間 2020-29-01 於 04:27