بررسی تأثیر ایدئولوژی‌های اخلاقی بر ارزیابی مصرف‌کننده از محصول و شرکت با توجه به نقش میانجی مسئولیت اجتماعی سازمان

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران

2 دانشجوی دکتری مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران

چکیده

تحقیقات گسترده‌ای در زمینه مسئولیت اجتماعی و اثرات آن بر کسب‌وکار صورت گرفته و بر اهمیت این مفهوم برای سازمان‌ها تأکید کرده است. اگرچه این حقیقت وجود دارد که مسئولیت اجتماعی سازمان بعنوان یکی از مباحث مدیریتی پیشرو در سراسر جهان درآمده، اما پژوهشگران چه در حوزه کسب‌وکار و چه در دانشگاه‌ها کاربرد آنرا در رشد جوامع درنظر نگرفته‌اند. هدف از اجرای این پژوهش پر کردن این خلاء، توسط بررسی ادراکات مصرف‌کننده از مسئولیت اجتماعی سازمان و نقش آن در روابط بین ایدئولوژی‌های اخلاقی مصرف‌کننده و ارزیابی محصول و سازمان است. روش پژوهش از نظر هدف کاربردی و از حیث روش همبستگی است. جامعه آماری پژوهش مصرف‌کنندگان شیرینی‌جات حاج خلیفه در شهر یزد می‌باشند. با توجه به نامحدود بودن جامعه آماری، با استفاده از روش نمونه‌گیری تصادفی ساده، تعداد 355 پرسش‌نامه استاندارد براساس جدول مورگان، جمع‌آوری، و پایایی پرسش‌نامه با محاسبه ضریب آلفای کرونباخ بررسی و با مقدار 931/0 تأیید گردید. تجزیه تحلیل داده‌ها توسط نرم‌افزار LISREL و SPSS انجام شده است. نتایج پژوهش نشان می‌دهند که مصرف‌کنندگان ایده‌آل‌گرا درک مثبتی از فعالیت‌های مسئولیت اجتماعی سازمان داشته در نهایت ارزیابی مثبتی از محصول و سازمان خواهند داشت. در مقابل، مصرف‌کنندگان نسبی‌گرا نسبت به مسئولیت اجتماعی سازمان‌ها حساسیت نداشته و درک مثبتی از آن ندارند، که این امر موجب ارزیابی‌های منفی نسبت به محصول و سازمان می‌گردد. به بیان دیگر نوع ایدئولوژی اخلاقی مصرف‌کنندگان منجر به ادراک متفاوت از مسئولیت اجتماعی سازمان و ارزیابی مثبت و یا منفی آنان از محصول و سازمان خواهد شد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Impact of Ethical Ideologies on Consumer’s Evaluation of Product and Company with regard to Moderating Role of Corporate Social Responsibility

نویسندگان [English]

  • S. Nayebzadeh 1
  • Haniyeh Jafariyan 2
1 Associate Professor, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 PhD Student in Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
چکیده [English]

Extensive research has been done on social responsibility and its effects on business. The importance of this concept for organizations is also emphasized. Despite the fact that corporate social responsibility has become one of the leading managerial issues worldwide, researchers in both business and academia have not considered its application to the growth of societies. The current study is aimed at filling this gap by investigating the consumer’s perceptions of corporate social responsibility and its role in the relationship between consumer’s ethical ideologies and evaluation of organization and product. The current research is applied in terms of purpose and it is correlation in terms of the approach. The research population consists of HajKhalifeh confectionery consumers in Yazd. Due to the unlimited statistical population, 355 questionnaires based on Morgan table, were collected using simple random sampling. The reliability of the questionnaire was assessed by calculating Cronbach's alpha coefficient and confirmed by 0.931. LISREL and SPSS software were used for data analysis. The results show that idealistic consumers have a positive understanding of the corporate social responsibility activities and they will eventually have a positive evaluation of the product and the organization. In contrast, relativistic consumers are not sensitive to the corporate social responsibility and do not perceive them positively, which leads to their negative evaluations of the product and organization. In other words, the type of ethical ideology of consumers leads to different perceptions of corporate social responsibility and to a positive or negative evaluation of the product and the organization.

کلیدواژه‌ها [English]

  • Ethical Ideology
  • Product evaluation
  • Company Evaluation
  • corporate social responsibility (CSR)
  • consumer
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