Research On The "Quasi Insurance" Effect Of Multinational Enterprises’ Social Responsibility Based On Consumer Perception

Over the past few decades,the investment of transnational enterprises in China has been increasing day by day and has gradually become an important unit of our society.At the same time,the vigorous development of the corporate social responsibility(CSR)movement has made the "quasi insurance" effect of social responsibility a hot topic of market research.More and more multinational enterprises support the construction of good reputation by fulfilling their social responsibilities,thus weakening the adverse reaction of crisis events to corporate value.At present,the existing literature has paid attention to the relationship between corporate social responsibility performance and financial risk from the perspective of employees and investors,but from the perspective of consumers,there are still few studies to explore the "quasi insurance" effect of corporate social responsibility.As the end users of products and services,consumers usually have a strong degree of attention and participation in events with high public opinion.Due to the "sense of gap" of expectation violation,consumers are more likely to react in a stressful way when facing events that do not conform to the mainstream values of society.Therefore,this study,by combing the relevant research on consumption situation and stress behavior at home and abroad,takes the crisis events of transnational enterprises with good CSR as the starting point,sums up the transmission chain of "exposure intensity of crisis events of transnational enterprises with good CSR-consumer CSR perception-purchase intention" from the theoretical and practical levels,and introduces consumer nationalism and group norms as adjusting variables,Further explore the mechanism of the "quasi insurance" effect of social responsibility of multinational enterprises in the process of consumer internal stress.First of all,this study focuses on the connotation,dimensions and research status of key variables such as crisis event exposure intensity,consumer CSR perception,purchase intention,consumer ethnocentrism and group norms.On the basis of combing and analyzing relevant research results,this study constructs an initial theoretical analysis model,and puts forward the research hypothesis and conceptual model between the exposure intensity of crisis events and purchase intention of multinational enterprises with good CSR.Secondly,based on 454 valid questionnaire data,this study employs SPSS24.0 and AMOS25.0 data analysis software to empirically test the seven hypotheses proposed in the study.The empirical results show that: First,after the multinational enterprise crisis event has been exposed in a large number,the good corporate social responsibility performance in the early stage will only have the "quasi insurance" effect on the consumer perception level,but will not play the "quasi insurance" effect on the internal stress behavior of consumers;Second,consumer CSR perception plays an intermediary role between the exposure intensity and purchase intention of transnational enterprise crisis events with good CSR;Third,from the perspective of both internal and external consumers,it is found that consumer ethnocentrism and group norms not only negatively and significantly regulate the impact of event exposure intensity on consumer social responsibility perception,but also negatively and significantly regulate the intermediary role of consumer social responsibility perception between event exposure intensity and purchase intention.Finally,combining with the research conclusions,this study draws practical enlightenment from three aspects,namely,multinational enterprises,news media and public opinion,and Chinese enterprises’ overseas companies,and puts forward the limitations of relevant research.This study not only helps to enrich the research on the "quasi insurance" effect of corporate social responsibility from the perspective of consumers,but also helps to enrich the research on the internal stress behavior of consumers under the SOR theory.