Abstract
Platform enterprises, which are growing in both quantity and scale, have been inseparable from modern life. In China, the laws specific to platform enterprises fall behind their ever-changing business model. Hence, it is an urgent requirement that platform enterprises undertake their social responsibilities, which will influence consumer extra-role behaviors besides bringing reputation advantages to the enterprises. Based on the motivation theory and social exchange theory, this paper divides corporate social responsibility (CSR) into business ethical responsibility and public welfare responsibility using the CSR division method proposed by McWilliams and Siegel, puts forward self-moral restraint as the proxy variable for business ethical responsibility and explains the relationship between CSR and customer extra-role behavior. It is found that customer extra-role behavior is positively influenced by platform enterprises’ social responsibility. The perception of interest consensus exerts a positive influence on extra-role behavior, so does the perception of service identity. The public welfare responsibility is positively influenced by business ethical responsibility.
Highlights
Platform enterprises are required to have the sense of social responsibility
Law has been enacted in China, the law enforcement still lags behind the everchanging business model of platform enterprises. erefore, corporate social responsibility (CSR) is an urgent requirement for platform enterprises
(1) e hypothesis that the public welfare responsibility of platform has a positive impact on customer extrarole behavior (H1a) is established. e hypothesis that the public welfare responsibility of platform has a positive impact on the perception of consensus of interests (H1b) is established. e hypothesis that the public welfare responsibility of platform has a positive impact on service identity (H1c) is established
Summary
Platform enterprises are required to have the sense of social responsibility. Connecting merchants at one end and consumers at the other end, platform enterprises build a typical two-sided market, in which they have an unequal status to the third-party merchants. Traditional researches on customer extra-role behavior seldom consider the business ethics of products, while platform services in digital economy need more attention. McWilliams and Siegel [6] demarcated CSR at a level beyond economic interest and legal restraint, namely, enterprises were proactively dedicated to the behaviors beneficial for social public interests Under this definition, it is the social responsibility performed by enterprises at the levels of business ethics and public welfare that is the CSR in real sense, which is rightly the CSR definition understood and used in this study. Combined with the characteristics of platform economy, this study divides CSR into two parts: business ethical responsibility and public welfare responsibility and discusses the influence mechanism of these two types of CSR on customer extra-role behavior from the perspective of exchange and motivation
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