信息冲突情境下企业社会反责的消费者原谅研究：自利与守德的权衡

In Western academic circles, Corporate Social Irresponsibility (CSIR) is a proprietary concept used to represent corporate irresponsible behaviors - a contrary concept of Corporate Social Responsibility (CSR). With the popularity of CSIR phenomenon, how to win consumer forgiveness as soon as possible after the CSIR incident occur, is an important challenge and difficulty for today's firms. On the other hand, confronting with the conflicting information of "doing good" and "doing bad", how do consumers think of corporates' responsible or irresponsible behaviors? Do they inclined to chase self-interest within market norms or to being moral-abiding within social norms? How these two different rationalities (self-interest VS moral-abiding) impact consumers' forgiveness to CSIR? There is still a lack of research on these questions. This project tries to explore the effect of two different rationalities with self-interest and moral-abiding on the relationship between CSIR and consumer forgiveness under the context of conflicting information including CSIR and CSR. This research will enrich the discussion about the interaction research between consumers and complex corporate behaviors.

在西方学术界，企业社会反责（Corporate Social Irresponsibility，CSIR）一词用来表示企业违反社会责任的行为，是企业社会责任（Corporate Social Responsibility）的反面表现。随着近年来CSIR事件的频发，如何在反责行为发生后尽快赢得消费者的原谅，是当今企业面临的重要挑战和难题。另一方面，消费者面对企业既"做好"也"做坏"的冲突行为，究竟如何回应企业的负责与不负责？消费者倾向于在市场规范中追求自利，还是在社会规范中追求守德？消费者的不同理性倾向（自利vs守德）又如何影响消费者对CSIR事件的原谅？这些问题在已有研究中尚缺乏探讨。本项目试图在CSIR与CSR共存的信息冲突情境下，解开"自利"与"守德"两种理性动因在"CSIR-消费者原谅"关联关系中的作用机理，研究结果将进一步丰富消费者与复杂企业行为之间互动探讨。