ABSTRACT

Although some scholars explored the heuristic-systematic information processing model in communication studies, little is known about how consumers’ CSR perceptions influence CSR information processing and how the different information process strategies can affect consumers’ purchase intentions. To address this research gap, this paper conducted an online survey to understand how consumers’ agreements on CSR can determine their information-processing modes and subsequently affect their purchase intentions. The results suggested that higher levels of consumer agreement were associated with both systematic and heuristic information processing modes. Additionally, this study found that the positive effect of consumers’ CSR agreements on purchase intention was mediated by the heuristic process, while an indirect effect involving the systematic process was not observed. Also, the moderated mediation model suggested that the indirect effects of consumers’ CSR agreements on purchase intentions through the heuristic process depended on intrinsic CSR attribution. The theoretical implications and practical contributions to CSR communication are discussed in detail.

摘要

尽管一些学者在传播学研究中探索了启发式-系统信息处理模型，但对于消费者的 CSR 感知如何影响 CSR 信息处理以及不同的信息处理策略如何影响消费者的购买意愿知之甚少。为了填补这一研究空白，本文进行了一项在线调查，以了解消费者对企业社会责任的认同如何决定他们的信息处理模式，进而影响他们的购买意愿。结果表明，更高水平的消费者同意与系统和启发式信息处理模式相关。此外，这项研究发现，消费者的 CSR 协议对购买意愿的积极影响是由启发式过程调节的，而没有观察到涉及系统过程的间接影响。此外，调节中介模型表明，通过启发式过程，消费者的 CSR 协议对购买意向的间接影响取决于内在的 CSR 归因。详细讨论了企业社会责任沟通的理论意义和实践贡献。