我院教师所著论文“Effect of CSR Contribution Timing During COVID-19 Pandemic on Consumers’ Prepayment Purchase Intentions: Evidence from Hospitality Industry in China”（作者：童泽林，谢逸波*，肖皓文）被国际旅游营销顶级学术期刊《International Journal of Hospitality Management》（IF=6.701）录用发表，《International Journal of Hospitality Management》是旅游营销的一区期刊。

题目：新冠疫情期间企业社会责任的贡献时机对消费者预付款购买意愿的影响——来自中国酒店业的证据

摘要：在新冠疫情期间，企业社会责任（CSR）的活动对酒店业公司来说是至关重要的。然而，人们对疫情期间企业社会责任的贡献时间如何影响消费者的预付款购买意向知之甚少。本文以一家酒店管理公司为例，通过两个实验来探索（a）企业社会责任贡献时间对消费者预付款购买意向的影响，以及（b）心理契约以及距离新冠疫情风险中心远近的潜在作用。研究1表明，在新冠疫情爆发时（相对于爆发之后），企业社会责任的活动导致消费者有更高的预付款购买意向，揭示了企业社会责任时机的影响。这种影响也是由消费者和酒店企业之间的心理契约所驱动的。研究2显示，当参与者处于新冠疫情的非风险中心地区时，在疫情爆发时（相对于疫情爆发之后）的企业社会责任活动增加了消费者的预付款购买意向，而当消费者处于风险中心时，则出现了相反的效果。

Zelin Tong, Yibo Xie*, & Haowen Xiao. (2021). Effect of CSR Contribution Timing During COVID-19 Pandemic on Consumers’ Prepayment Purchase Intentions: Evidence from Hospitality Industry in China. International Journal of Hospitality Management. In Press

Abstract: 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.