Can Social Responsibility Governance by Platform-based Enterprises Improve User Response?—An Investigation Based on Short Video Platforms
With the rise of platform economy,platform companies have become the main force of social and eco-nomic development,and its social responsibility governance is now under close scrutiny.Based on the SOR model,the theoretical model of social responsibility governance of platform companies,internal psychological response and external behavior response of users are constructed.Short video platforms are selected as the re-search object,questionnaires are used to collect data to empirically test the theoretical model.The study finds that contribution responsibility governance,justification responsibility governance and bottom-line responsibility governance affect the users'internal psychological response(satisfaction and recognition)and the users'external behavior response(willingness to continue to use and willingness to participate in social respon-sibility),showing a positive impact that goes from strong to weak and reflecting the differences in the connota-tions and the essential nature of the three kinds of responsibilities.Furthermore,the influence of the three kinds of responsibility governance on recognition is stronger than that on satisfaction,and the influence of rec-ognition is also stronger than satisfaction on external behavior response.It has also revealed that recognition,which reflects long-term psychological commitment,is the more critical internal psychological response variable than satisfaction,which reflects short-term psychological perceptions.In addition,user engagement can posi-tively regulate the relationship between justification responsibility governance,contribution responsibility gov-ernance and willingness to participate in social responsibility.
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