基于消费者预期的在线零售企业社会责任行为研究--量表开发与验证

摘要

Based on literature review , interview, pilot study and large sample survey , this paper empiricallyanalyzes the structure of China ’s online retailer enterprises ’social responsibility behavior from consumer expectation ’s perspec-tive.Through selecting items and pilot study , the measurement scale of online retail enterprises ’social responsibility behavior is preliminarily established.At the same time, exploratory factor analysis and confirmatory factor analysis show that online re -tail enterprises’social responsibility behavior is a five-factor structurecomprised of economic responsibility , consumer responsi-bility, employee responsibility , legal responsibility and charitable responsibility , and its measurement scale has good relia-bility and validity.The results also show that consumers are more concerned about consumer responsibility , next is legal re-sponsibility , employee responsibility and charitable responsibility , but economic responsibility has not gained sufficient atten-tion.In addition, consumers’gender, age, education degree and online shopping frequency have different impacts on online retail enterprises’social responsibility behavior .%通过文献回顾、访谈、预试和大样本调查，从消费者预期视角对我国在线零售企业社会责任行为的维度结构和测量量表进行实证研究。其中，运用筛选条目和预测试等程序初步确定在线零售企业社会责任行为的测量量表，并经由探索性因子分析与验证性因子分析发现，消费者预期的在线零售企业社会责任行为包括经济责任、消费者责任、员工责任、法律责任、公益慈善责任五个维度，其测量量表具有良好信度和效度。结果还显示，消费者最看重在线零售企业承担消费者责任，其次才是法律责任、员工责任、公益慈善责任，相对不看重经济责任。另外，不同性别、年龄、受教育程度、网购频率的消费者所预期的在线零售企业社会责任行为存在差异。