双边市场中卖家社会责任缺失对平台企业顾客忠诚的影响

摘要/Abstract

摘要： 学界对企业社会责任（CSR）进行了大量研究，但CSR的对立面：企业社会责任缺失（corporate social irresponsibility，CSI）受到的关注较少。目前以互联网平台企业为媒介搭建的双边市场蓬勃发展，激发了市场主体的活力，但卖家社会责任缺失问题却成为影响平台企业顾客忠诚、阻碍平台企业进一步发展的瓶颈。本研究关注双边市场中卖家社会责任缺失对平台企业的负面溢出效应，从顾客忠诚角度出发，探究顾客与平台的心理距离、平台品牌形象的调节作用，从平台运营层面为应对卖家社会责任缺失、提高顾客忠诚提供新思路。研究结果表明：在双边市场中，卖家社会责任缺失会对平台企业顾客忠诚产生负面影响，但是受到平台心理距离的调节作用。本文为平台企业顾客忠诚研究提供了新视角，也具有一定的现实价值。

关键词: 双边市场, 平台企业, 社会责任缺失, 顾客忠诚

Abstract: Corporate social responsibility (CSR) has been widely researched, but its opposite-corporate social irresponsibility (CSI)receives much less attention. At present, bilateral markets built on Internet platforms are booming. Online shopping has become a major trend. Customer loyalty is the key for companies to gain a competitive advantage. However, the lack of sellers' social responsibility has become an issue that affects customers' loyalty to platform companies and hinders the companies from further development. This study focuses on the negative spillover effects of sellers' CSI in the bilateral market on platform companies. From the perspective of customer loyalty, it studies the psychological distance between customers and the platform, and also focuses on the moderating effect of the platform's brand image. This study offers a new angle to look at seller's social responsibility and a potential solution to improving customer loyalty based on operationl level. The results show that lack of CSI will have a negative impact on the loyalty to platform companies in a bilateral market, which will be moderated by the platform's psychological distance.This study has a certain practical value as it provides a new perspective for the research of customers' loyalty to platform enterprises.

Key words: bilateral market, platform enterprise, CSI, customers' loyalty

朱文忠, 傅琼芳, 纪晓夏. 双边市场中卖家社会责任缺失对平台企业顾客忠诚的影响[J]. 管理评论, 2022, 34(7): 189-197.

Zhu Wenzhong, Fu Qiongfang, Ji Xiaoxia. A Research into the Impact of CSI on Customers' Loyalty to Platform Companies[J]. Management Review, 2022, 34(7): 189-197.

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