Effect of CSR contribution timing during COVID-19 pandemic on consumers' prepayment purchase intentions: Evidence from hospitality industry in China.
Effect of CSR contribution timing during COVID-19 pandemic on consumers' prepayment purchase intentions: Evidence from hospitality industry in China.
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DOI：
10.1016/j.ijhm.2021.102997
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发表时间：
2021-08
影响因子：
11.7
通讯作者：
Xiao, Haowen
中科院分区：
文献类型：
--
作者：
Tong, Zelin;Xie, Yibo;Xiao, Haowen
关键词：
在2019冠状病毒病大流行期间，企业社会责任（CSR）贡献对酒店企业至关重要。然而，对于疫情期间企业社会责任缴款时间如何影响消费者预付购买意愿，我们知之甚少。本文以某酒店企业为例，通过两个实验探讨(a)社会责任缴款时间对消费者提前付费购买意愿的影响，(b)心理契约和距离COVID-19风险中心的潜在作用。研究1表明，在疫情期间（与疫情高峰期后相比），企业社会责任贡献导致消费者有更高的预付购买意愿，揭示了企业社会责任贡献时间的影响。这种效应也是由消费者和酒店公司之间的心理契约所驱动的。研究2表明，当参与者处于疫情外围地区时，疫情期间（与疫情高峰后相比）企业社会责任贡献增加了预付费购买意愿，而消费者处于风险中心时则相反。
Corporate social responsibility (CSR) contributions are essential for hospitality companies during the COVID-19 pandemic. However, little is known about how CSR contribution timing during the pandemic might affect consumers’ prepayment purchase intentions. This paper takes a hospitality company as an example, using two experiments to explore (a) the effect of CSR contribution timing on consumers’ prepayment purchase intentions and (b) the potential roles of psychological contracts and distance to the COVID-19 risk center. Study 1 demonstrated that CSR contributions during the COVID-19 outbreak (vs. after its peak) led consumers to have higher prepayment purchase intentions, revealing the impact of CSR contribution timing. This effect was also driven by psychological contracts between consumers and the hospitality company. Study 2 showed that, when participants were in the peripheral area of a COVID-19 outbreak, CSR contributions during the outbreak (vs. after its peak) increased prepayment purchase intentions whereas the opposite effect occurred when consumers were in the risk center.
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