Based on netnography and grounded theory,this study uses 903 Weibo comments of four corporate social irresponsibility cases as data sources and makes a systematic study of the mechanism of public's response to corporate social irresponsibility.Results demonstrate that the public's response has experienced a three-stage process,which includes public's attention,public's cognition and public's evaluation.The mechanism is as follows:①the features of enterprise,the visibility,severity and rarity of corporate social irresponsibility have an impact on public's attention by accelerating social agenda setting and the public groups establishment;②based on information collection and dissemination in the first stage,the public starts to attribute the irresponsible behavior to internal or external causes and determine whether it is intentional or unintentional;③the result of the public's attribution influences the public's evaluation of the corporate brand,which is moderated by the corporate's intrinsic image.%基于网络志及扎根理论,以4起企业社会责任缺失事件的903条微博评论为数据来源,系统探索了企业社会责任缺失行为的公众反应机制.研究发现,公众对企业社会责任缺失的反应经历了动态演变的3个阶段,即公众关注、公众认知和公众评价,其作用机制为:①企业特性、行为可见性、行为严重性、行为罕见性影响公众对企业责任缺失的关注;②基于对事件信息的搜集和传播,公众对失责事件责任归属做出认知判断,并认定是企业故意行为还是无意行为;③公众对社会责任缺失的认知进一步影响公众评价,即对企业品牌的态度.企业固有形象的好坏对公众认知和公众评价之间的关系产生调节作用.
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