企業數位倡議活動與消費者網路共創行為之關聯研究

Abstract

快速發展的資訊科技，使企業與消費者之間在網路上的互動變得更加頻繁，消費者亦被賦予更多的權力。近年來，研究顯示消費者對社會正義的關注亦日益增加，企業對具爭議的社會議題的態度，更受到消費者關注。本研究引用消費者價值理論及利益關係人理論，以社群媒體為研究範圍，探討企業的數位倡議活動和消費者共創行為意圖之關聯。由於過往研究建議加入消費者的個體差異以研究企業社會責任相關的議題，本研究亦驗證議題參與度和同理心對消費者價值和網路共創行為意圖的調節作用。本研究設計了一份包括七家企業關於俄烏戰爭的數位倡議活動的問卷，並於社群媒體上進行發放。進行結構方程市分析後，發現企業的數位倡議活動顯著地預測了消費者的知覺價值，然而只有情感和社會價值能夠預測網路共創行為的意圖，並且兩個調節變數都對情感和社會價值與線上共創行為意圖的關聯產生了積極影響。其中，發現情感價值最受企業的數位倡議行為的積極影響，並對網路價值共創行為的預測能力最高。此結果表明，企業在倡導社會議題時，必須善用社群媒體來吸引消費者互動，同時應該透過數位倡議行為來提升消費者感知的情感價值，以培養他們的網路共同創造行為意圖。The growing attention of consumers towards social justice and the rapid advancement of information technology have resulted of more frequent interactions between companies and consumers and the empowerment of consumers. This study focused merely on investigating digital CSA actions and consumers’ online value co-creating behavioural intention on social media, based on the stakeholder and consumer value theories. As it is advised to look into individual consumer differences in interpreting social responsibility practices, issue involvement and empathy’s moderating effect on consumer values and online co-creating behavioural intention was as well examined. A quantitative approach with a survey composed of seven companies’ digital CSA actions regarding the Russo-Ukrainian War and an SEM analysis have been conducted in this study.Results found that digital CSA actions significantly enhance consumers’ perception of emotional value, functional value and social value, while only emotional value and social value positively influence online value co-creating behavioural intention, especially for those highly involved and more empathetic consumers. Also, consumers’ emotional value perception, which was the strongest predictor of online value co-creating intention, was most affected positively by digital CSA actions. Therefore, these results implied that companies must leverage social media to engage consumers when they advocate for social issues. Companies should also focus on delivering emotional value through digital CSA actions to consumers to cultivate their online co-creating behavioural intention.