A Mechanism Study On The Internet Users Reactions To Social Responsibility Behavior Of The Network Media Enterprise

With the development of society and technology,network media industry has increasingly become the representative of our current network economy,growing influence,has successfully penetrated into people's life and work.However,the phenomenon of frequent irresponsibility in the network media industry have received more and more concern and thinking from all walks of life.Because of the network information service of the network media enterprise has features such as "public goods" and "private goods" dual nature,the interaction between Internet users and stakeholders,there are differences in CSR,its structure and interactive relationship among stakeholders between network media industry and general industry.Internet users,as the special stakeholders of Internet media enterprises,play a more and more important role in the development of their social responsibility.Therefore,from the perspective of Internet users,it is the best solution to open up the "black box" of social responsibility of Internet media enterprises.In this paper,"Baidu Tieba event" as a case study,use in-depth interviews,network search to collect first-hand and secondary data 187279 words.Based on the key event encoding,this paper analyze the response process of Internet users to the social responsibility behavior of Internet media enterprises,and found that the response of Internet users to "Baidu Tieba event" has gone through four stages:"network media corporate social responsibility performance","Internet users participation","other stakeholders' catalysis" and "results feedback".On this basis,the concept of "Internet users response intensity" is put forward,Using the classical grounded theory method,295 concepts,18 sub categories and 8 main categories are obtained.It is found that the response intensity of Internet users is influenced by such factors as network media product stickiness,group stickiness,Internet users characteristics,CSR perception,CSR cumulative effect of Internet media,Internet users' attitude and subjective norms of Internet users,and the mechanism model of Internet users' response to network media corporate social responsibility is constructed.Finally,from the perspective of collaborative governance,the governance mechanism of social responsibility of network media enterprises is proposed to promote the response of Internet users to the social responsibility behavior of network media enterprises,so as to promote the network media enterprises to better fulfill their social responsibilities.