An Empirical Study On The Influence Of Perceived CSR On Consumer Boycotts

With the advent of the 5G era,Internet companies represented by e-commerce companies such as Taobao and Pinduoduo have grown rapidly,but the surge in numbers has also led to increased competition among Internet companies,and corporate social responsibility as an important source of corporate competitiveness.More and more attention has been paid to enterprises.In reality,consumers are more inclined to choose companies with a sense of responsibility.However,with the advent of the Internet era,Internet companies are more closely connected with consumers.Corporate social responsibility information is more open and transparent.Consumers are no longer passive recipients of corporate social responsibility information.Consumers will follow their own perceptions.Judging and supporting or resisting the enterprise.However,due to the difference between the consumer's cognitive situation and the reality,the corporate social responsibility behavior sometimes attracts the consumer's resistance,which makes the company fall into a dilemma when making social responsibility decisions.In recent years,the theoretical community has also paid more attention to the impact of corporate social responsibility on consumer response,but the explanation for why consumers resist corporate social responsibility is not comprehensive,and the existing research is mainly based on qualitative research.Based on this,this study takes Internet companies as the research object,constructs a model of the impact mechanism of consumer corporate social responsibility perception on consumer boycotts,tries to answer the question of why consumers will resist corporate social responsibility,and provides guidance for enterprises to practice social responsibility.Based on social cognition theory,social contract theory and social identity theory,this study puts consumer social responsibility perception,psychological contract violation,self-ethical identity and consumer boycotts into a research framework,in the perception of consumer social responsibility.On the basis of psychological collusion,self-moral identity,and consumer boycotts,the hypothesis deduction of the possible relationship between variables can be used to clarify the process and effectconditions of consumer CSR perception on consumer boycotts.Based on the measurement scale designed by scholars at home and abroad,this paper adapts the situation in this paper.Through the questionnaire of the network,the questionnaire is surveyed by consumers who pay attention to the social responsibility of Internet enterprises.The conceptual model is verified by SPSS 23.0 and AMOS 24.0 software.The test results show that: consumer responsibility perception,philanthropic responsibility perception,network environmental responsibility perception and consumer boycotts,psychological contract violations are significantly negatively correlated;psychological contract violations have significant positive impact and consumer boycotts;consumer responsibility perception,charity responsibility perception The perception of network environmental responsibility affects consumer boycotts through psychological contract violations;consumer self-ethical identity significantly regulates the impact of consumer responsibility perception,philanthropic responsibility perception,network environmental responsibility perception,and psychological contract violation on consumer boycotts.Based on the above test results,the Internet companies are guided by how to carry out corporate social responsibility activities,including strengthening consumer social responsibility perception,paying attention to consumer psychological contract,and using consumer self-ethical identity.Finally,reflect on the inadequacies of this research and point out the direction of future research.In general,there are two innovations in this research.The first is to introduce psychological contract violation into the field of consumer behavior research,and explore the intermediary role of psychological contract violation between consumer CSR perception and consumer boycotts.The second is to pay attention to Consumers' self-ethical identity is a personality trait that analyzes the role of consumer self-ethical identity in consumer CSR perception,psychological contract violation and consumer boycotts.