Consumers' Perception Of The Formation Mechanism Of Corporate Hypocrisy

In recent years,corporate social responsibility has been a important research that scholars have been studied.With the deepening of research on corporate social responsibility,the phenomenon of corporate hypocrisy has attracted the attention of scholars.As consumers pay more and more attention to corporate social responsibility,companies increasingly regard corporate social responsibility as an important means of competition,but they must also take into account the economic goals of maximizing corporate profits,and to meet the demands of different stakeholders.The behaviors of corporate social responsibility tends to be different from previous promotions.Consumers perceive this inconsistency and form a hypocritical evaluation of corporate social responsibility behavior.At present,consumers' perception of corporate social responsibility behavior is not merely whether they are fulfilling their social responsibilities,but also the match degree and persistent about the corporate social responsibility,and whether the corporate social responsibility consistent with the communication,which in turn will affect the charity or hypocrisy of consumers,ultimately leading to a significant impact on the company's brand attitude and product purchase.Face to this situation corporate began to imagine how to fulfill their social responsibilities? whether to continue social responsibility?Based on the perspective of corporate social responsibility,the study analyzes in depth the mechanism of consumer perception hypocrisy.It also discusses the mediating role of altruism attribution between corporate social responsibility behavior and consumer perceptions of corporate hypocrisy and the regulatory effect of communication intensity.The research in used for understanding the path of consumer perception of corporate hypocrisy,and then for the company to fulfill its social responsibilities to avoid consumer hypocrisy,bring better brand reputation for the corporate,and provide guidance for the company to maintain the dominant position in the fierce market competition.Firstly,combing the literature on corporate social responsibility,corporate hypocrisy and attribution theory at home and abroad,which lays a theoretical foundation for the research.Secondly,the research constructs the conceptual model,put forwards the research hypotheses,selects research methods and tools,and the questionnaire is compiled and distributed based on the experimental situation design and measurement scale of domestic and foreign scholars;Finally,statistical analysis software SPSS19.0 was used to analyze the collected data.The research draws following conclusions:(1)There are significant impact on the matching degree and the persistence of social responsibility in perceived corporate hypocrisy.The lower the matching degree of corporate social responsibility,the more likely lead to consumers' perceptions of and hypocrisy.The shorter the corporate social responsibility,the easier lead to consumers' perceptions of and hypocrisy;(2)Altruistic attribution plays a part of the intermediary role between corporate social responsibility behaviors and perceived corporate hypocrisy;(3)Communication intensity plays a significant regulatory role between corporate social responsibility behavior and altruistic attribution.According to the conclusions the paper puts forward some suggestions on corporatesocial responsibility behaviors:(1)Corporate social responsibility behaviors improves the matching degree with company;(2)Corporate should take corporate social responsibility activities as their long-term strategic plans and adhere to corporate social responsibility behaviors.(3)Corporate should take appropriate communication intensity and choose appropriate communication channels;(4)Strengthen consumers' participation and reduce consumers' suspicions;(5)Promote corporate social responsibility education and strengthen consumer awareness of social responsibility.