中文摘要：

关于企业社会责任与消费者响应的关系还缺乏在在线零售情境中进行探索,针对这一议题,文章基于实验法分析了在线零售企业社会责任行为对消费者响应的影响效应及调节机制。实证结果显示,在线零售企业社会责任行为对消费者响应具有积极影响关系,并且这种关系还受到了消费者信任、消费者支持、消费者感知动机的调节作用。其中,当在线零售企业积极履行社会责任行为时,高信任或高支持消费者的响应程度要显著高于低信任或低支持消费者的响应程度;并且,对于感知利他动机的消费者而言,不论在线零售企业社会责任行为是积极或消极的,其响应程度都显著高于感知利己动机消费者的响应程度。本文的研究结论对进一步理解在线零售企业社会责任行为的消费者心理反应机制以及有效提升在线零售企业社会责任培育水平具有重要启示。

英文摘要：

The research of the relationship between corporate social responsibility and consumer response is lack of exploring in online retailing context. In order to solving this issue,this paper builds a moderating model which reflects the relationship between online retail enterprise social responsibility behavior and consumer response. The experimental results show that there is not just simple correlation relationship between them,and CSR-CA beliefs,CSR-support,consumer perceived motive have moderating effects on the relationship between online retail enterprise social responsibility behavior and consumer response. In other words,the consumers who have different psychological characteristics have different response to online retail enterprise social responsibility behavior. For the high CSR-CA beliefs or CSR-support of consumers,when online enterprise fulfills positively social responsibility,consumer response is more than that of low CSR-CA beliefs or CSR-support of consumers. In addition,regardless of the positive or negative online retail enterprise social responsibility behavior,consumer response of altruistic motive is more than that of selfinterest motive of consumers. Hence,this study is helpful to deeply understand the consumers＇ psychological reaction mechanism of online retail enterprise social responsibility behavior,and provides implication for the improvement of online retail enterprise social responsibility.