Research On The Corporate Social Responsibility Of Online Retailers Based On Consumer

Over the past five years,China's online retailing industry has boomed,with an average annual growth rate of 30%.However,with the rapid development of the industry,various social responsibility problems of online retailers are frequently burst out,such as online fake and shoddy goods flooded,consumer personal information leakage,false publicity,hidden dangers in consumers' pay security,the difficulties in protection buyers' rights after sale,even malicious fraud and so on.The online retailing industry has already become the "high risk"industry of CSR problem.At the same time,there are some online retailers looking to participate in social responsibility activities to enhance their market performance,but blindly participation in social responsibility activities,often cost a large amount of spending with little effect.Consumers are the most important stakeholders in the market,and they are the group that the enterprises should pay attention to in the market competition.What is the difference in the connotation of corporate social responsibility between the perspective of consumers and the corporate?What do consumers think about the social responsibility of online retailers?What are the social responsibility activities of the online retailer that the consumers are most concerned about?What are the differences of the social responsibility responses between different social responsibility strategies?What are the responses of the same corporate social responsibility strategy to different consumer groups?In order to answer the above questions,helping the online retailers keep up with the times and the rapid development of the industry,improving the social responsibility strategy management level of the online retailers,and promoting the performance of the social responsibility strategy,this study discusses the social responsibility strategy of online retailer from the perspective of consumers.Based on the theoretical analysis,this paper establishes the online retailer's social responsibility model based on consumers,and determines the social responsibility dimension of online retailer based on the questionnaire,and further studies the influence of online retailer's social responsibility content strategy and social responsibility communication strategy on the consumer's social responsibility response through experimental method.At the same time,in order to get more specific suggestions,the author considers the moderating effect of consumer regulation orientation.Firstly,based on the related theories of social responsibility and consumer behavior,this paper puts forward a model of social responsibility strategy of online retailer.Online retailer's social responsibility strategy based on consumer should include four main aspects:the division of social responsibility dimension of online retailer,the choice of social responsibility content strategy,the choice of social responsibility communication strategy and the consumer response to corporate social responsibility.Online retailers should conduct CSR activities in a comprehensive and orderly manner..Secondly,after distributing questionnaires to 619 people,using Principal Component Analysis(PCA)for Exploratory Factor Analysis(EFA),with Structural Equation Method(SEM)for Confirmatory Factor Analysis(CFA),from the perspective of consumers,this study divided the social responsibility dimension of online retailer into three aspects:enterprise's external responsibility factor,enterprise's internal responsibility factor and consumer responsibility factor.These three factors represent the social responsibility content of the online retailer that consumers pay attention to.These three aspects of the content of the social responsibility of the Internet retailer has put forward more specific industry-related requirements.Based on the three dimensions,the study also made a cluster of consumers,four different groups of consumers were found,who were concerned only with external responsibility for activities other than internal responsibility of enterprises,overall responsibility followers who were concerned about the content of three types of social responsibility,and those who paid attention only to consumer responsibility;And those who are indifferent to all social responsibility information.The online retailers should fully consider these four kinds of consumer behavior characteristics to take the differentiated countermeasures.On the basis of Principal Component Analysis,the paper obtains the weight coefficient of the online retailer's social Responsibility scale evaluation index based on the consumer,and perfects the online retailer's social responsibility performance evaluation.Thirdly,through two situation experiments involving 320 people and 300 people,the paper studies the social responsibility content strategy and social responsibility communication strategy of the online retailer by using the data analysis tools of One-Way Analysis Of Variance(One-Way ANOVA),Two-Factor Analysis Of Variance(Two-Way ANOVA)and Hierarchical Regression Analysis,In experiment one,the influence of social responsibility content type and content matching degree on consumers ' social responsibility response was studied by manipulating experimental materials.The results show that the institutionalized social responsibility activity can bring higher corporate belief to the online retailer than promotional social responsibility.The high-fit of content of social responsibility to the online retailer can significantly improve the corporate belief of online retailer and the willingness of consumers to purchase.In experiment two,the influence of the type of social responsibility communication and the type of social responsibility communication media on the response of consumers' social responsibility was studied by manipulating experimental materials.The empirical results show that there is a significant interaction between the information type of social responsibility communication and the media type of social responsibility communication and they affect the the social responsibility response of consumers together.When online retailers choose to release online retailer's social responsibility information in an uncontrolled medium,the security of the social responsibility information can promote consumers ' positive social responsibility response more than the benefit of social responsibility information.When online retailers choose to release corporate social responsibility information in the controlled media,the beneficial social responsibility communication information is more likely to bring forward consumers' social responsibility response than security social responsibility communication information.Finally,online retailer corporate Social responsibility communication media types.In two experiments,the moderating effect of consumers' Regulatory Focus on their social responsibility strategy was also investigated.The conclusion also shows that consumers with different Regulatory Focus have a significant difference in the social responsibility content strategy and the social responsibility communication strategy of the online retailer,the consumers of Prevention-Focused are more responsive than consumers of Promotion-Focused.The results also show that the social responsibility of online retailer plays a mediating role between the social responsibility strategy of online retailer and the consumers ' purchase intention.