A Study On Retaliation To Consumers’ Hypocrisy

In academia and business circles,the topic of corporate social responsibility(CSR)has always been the focus of common attention.In recent years,the government has paid more and more attention to CSR activities,and issued relevant policies and guidance for CSR activities,aiming to further publicize and regulate CSR activities.The implementation of CSR activities is an effective means to influence consumers,so more and more enterprises participate in CSR activities.However,not all enterprises are consistent in their CSR activities.Many enterprises have been exposed to negative news of inconsistency between words and deeds,and their CSR behaviors have been labeled as "hypocritical","fraudulent donation" and "hype",thus creating consumers’ perception of hypocritical enterprises.Consumers’ perception of hypocrisy will further deepen into a series of negative behaviors,causing irreversible damage to the enterprise.At the same time,most of the related researches on corporate hypocrisy focus on the "what" and "why",and lack of practical solutions to explore corporate hypocrisy.Therefore,exploring consumers’ response to corporate hypocrisy and its influencing mechanism,as well as how to reduce the negative impact of consumers’ perception of hypocrisy,is conducive to guiding enterprises to better carry out CSR activities.This paper uses literature,questionnaire and mathematical statistics to discuss the hypocrisy of enterprises perceived by consumers.Firstly,the research framework and content are proposed from the perspective of consumers’ response to corporate hypocrisy.Taking corporate hypocrisy as an independent variable;Perceived betrayal and desire for revenge were used as intermediate variables.Consumer retaliation is divided into direct retaliation and indirect retaliation as the dependent variable.At the same time,consumers’ personal traits,emotional intelligence and corporate reputation were introduced as moderating variables.This paper discusses whether corporate hypocrisy will lead to consumers’ retaliatory behavior,and explores the mechanism of the influence process.Secondly,this study refers to the literature and quite mature scales at home and abroad to form a questionnaire design,and the online survey method is used to conduct preliminary research and the questionnaire data is recovered at the end of the actual research.Finally,SPSS16.0 and AMOS17.0software were used to verify the recovered data through descriptive statistical analysis,reliability and validity test,mediating effect test and moderating effect test.Based on the above analysis,the following conclusions can be drawn :(1)corporate hypocrisy significantly positively affects perceived betrayal;(2)Perceived betrayal significantly positively affects revenge desire and indirect revenge behavior;(3)Desire for revenge has a significant positive influence on direct and indirect revenge behaviors;(4)Perceived betrayal plays a complete mediating role between corporate hypocrisy and desire for revenge;(5)Corporate reputation moderates the relationship between corporate hypocrisy and perceived betrayal;(6)Emotional intelligence plays a moderating role between perceived betrayal and desire for revenge.According to the research conclusions,relevant management suggestions are given from the perspective of enterprises :(1)enterprises should correctly perform CSR activities to avoid hypocritical behaviors.(2)Enterprises should pay attention to the negative emotions of consumers to avoid the situation becoming serious.(3)Companies need to protect their reputation.A good corporate reputation can help enterprises gain greater advantages in competition.When corporate hypocrisy occurs,a good corporate reputation to a certain extent will reduce consumers’ negative emotions towards enterprises.(4)Enterprises should strive to control the occurrence of retaliation.Consumers’ retaliatory behavior has destructive harm to enterprises,and enterprises should control the risks formed by consumers’ retaliatory behavior in time.(5)Enterprises should establish socialist core values,actively carry out CSR activities,establish a good corporate image in front of relevant stakeholders,and strive to reduce the possibility of social anomie.