Research On The Influence Of Corporate Hypocrisy On Consumer Punishment

Although the topic of corporate social responsibility has a long histo ry of research,the academic community has never stopped its discussion.Initially,the study of corporate social responsibility only regards it as a high-level charity of the enterprise.With the deepening of social practice,it has become an important pa rt of stakeholder management.This view has also been widely recognized by other scholars.At the same time,corporate social responsibility has also been applied to the model of corporate strategic performace.In the process of practice,enterprises also increasingly pay the attention to the importance of corporate social responsibility.However,in the process of fulfilling corporate social responsibility,due to the reasons of stakeholders,economy,organization and communication,it is inevitable that some enterprises will “speak a set,do one set”,this king of behaviour causes an adverse effects to China?s economic development,and it has also caused that the public have a crisis of confidence in enterprises and even society.Based on the field of corporate social responsibility,this study focuses on the phenomenon of corporate hypocrisy,that is,corporate hypocrisy.From the perspective of corporate stakeholders,this study divides the types of corporate hypocrisy into technical hypocrisy and public hypocrisy according to whether corporate social responsibility is related to the main stakeholders.The main contents of this paper include the influence of the types of corporate hypocrisy on consumers’ willingness to punish,the mediating role of corporate hypocrisy perception and the regulating role of exposure mode(active VS passive).Empirical research shows that the types of corporate hypocrisy have a significant impact on consumers’ willingness to punish.Compared with public hypocrisy,consumers’ willingness to punish technological hypocrisy is higher.Consumers’ willingness to punish corporate hypocrisy is mediated by corporate hypocrisy perception.The phenomenon of inconsistency in corporate hypocrisy will cause consumers’ hypocrisy perception.The types of corporate hypocrisy have a significant impact on consumers’ hypocrisy perception.Technical hypocrisy has a higher degree of moral deviation than public hypocrisy,and social deviation is more serious.Therefore,consumers have a higher degree of hypocrisy perception of technical hypocrisy than public hypocrisy.Exposure mode has a moderating effect on consumers’ perception of hypocrisy caused by the types of corporate hypocrisy.When the types of corporate hypocrisy are the same,both of them are technical hypocrisy,consumers have a higher degree of hypocrisy perception of corporate hypocrisy when exposed passively than when exposed actively.Similarly,when the types of corporate hypocrisy are public hypocrisy,consumers have a higher degree of hypocrisy perception when exposed actively than when exposed actively.The degree of hypocrisy perception of dynamic exposure is higher.The main management implications of this study are as follows: Firstly,paying attention to consumer response,strengthening risk monitoring,and paying attention to consumer hypocrisy and consumer punishment.Secondly,building the core value system of the enterprise,forming the system norms,and improving the reward and punishment measures internally.Thirdly,actively accepting the supervision of the public and handling the external relations.The possible innovations of this paper are as follows: Firstly,from the perspective of research,previous scholars focused more on whether enterprises should do CSR and the positive significance and consequences of doing CSR,and less on the negative situation of CSR in enterprises,that is,the problem of inadequate performance of CSR in enterprises,that is,the problem of corporate hypocrisy.The independent variables of this study have been expanded on the basis of the original research,and the types of hypocritical behaviors of enterprises have been distinguished.Secondly,in the related research of corporate hypocrisy,more tend to discuss at the theoretical level,lack of attention at the practical level,less attention to the consequences of corporate hypocrisy-consumer punishment,for how to reduce consumers’ perception of corporate hypocrisy is also lack of discussion,this study has a certain guiding significance for the practice of enterprises.