企業社會責任逐漸從公益行動轉為爭取社會認同與維繫利害關係人關係的重要溝通策略。然而，當企業的核心產品本身即伴隨健康風險與社會爭議時，企業社會責任是否仍能建立信任，成為成癮產業最具挑戰性的溝通問題。故本研究以成癮產業社會責任之數位體驗為情境，探討社會臨場感如何影響消費者之感知真誠、心理逆反、信任與企業聲譽，並進一步檢驗企業社會責任一致性的調節作用。研究採問卷調查法，共回收536份有效樣本，並以結構方程模式進行分析。研究結果顯示，社會臨場感並非單純帶來正向效果，而是具有差異化作用。互動性能提升感知真誠並降低心理逆反，顯示具回應性與參與感的互動設計，有助於降低消費者面對企業社會責任訊息時的防衛心理；相對地，社交性雖能提升感知真誠，卻也提高心理逆反，顯示在成癮產業情境中，社交性不必然能降低消費者抗拒，反而可能伴隨較高的防衛反應。進一步而言，感知真誠能有效提升信任，信任亦能強化企業聲譽；企業社會責任一致性能強化社交性與互動性對感知真誠的正向影響，並緩和互動性對心理逆反的影響，進而提升消費者對企業社會責任體驗的正面感受。本研究指出，成癮產業企業社會責任溝通的關鍵，不在於單純提高社會臨場感或強調活動與本業一致，而在於透過具回應性與參與感的互動設計，讓消費者感受到企業的真誠投入，進而降低防衛心理並建立信任。綜觀，研究在學術上補充成癮產業企業社會責任溝通之信任形成機制；在實務上，則指出具回應性與參與感的互動設計，有助於提升感知真誠、降低心理逆反，並強化信任與企業聲譽。;Corporate social responsibility (CSR) has evolved from philanthropic action into a key communication strategy for gaining social recognition and maintaining stakeholder relationships. However， for addictive industries whose core products involve health risks and social controversy， whether CSR can still build trust remains a major communication challenge. Taking CSR digital experiences in addictive industries as the research context， this study examines how social presence influences consumers’ perceived sincerity， psychological reactance， trust， and corporate reputation， and further investigates the moderating role of CSR fit. Using a questionnaire survey， this study collected 536 valid responses and analyzed the data through structural equation modeling. The results show that social presence produces differentiated effects. Interactivity enhances perceived sincerity and reduces psychological reactance， suggesting that responsive and participatory designs can reduce consumers’ defensive responses toward CSR messages. In contrast， sociability increases both perceived sincerity and psychological reactance， indicating that sociability does not necessarily reduce consumer resistance in addictive industry contexts. Furthermore， perceived sincerity enhances trust， and trust strengthens corporate reputation. CSR fit strengthens the positive effects of sociability and interactivity on perceived sincerity and buffers the effect of interactivity on psychological reactance， thereby improving consumers’ perceptions of CSR experiences. Overall， this study contributes to the understanding of trust formation in CSR communication within addictive industries. Practically， it suggests that responsive and participatory interactive designs can enhance perceived sincerity， reduce psychological reactance， and strengthen corporate trust and reputation.
