企业伪善对消费者购买意向的影响——基于计划行为理论的研究

The Effects of Corporate Hypocrisy on Consumer's Purchase Intention——A Study based on the Theory of Planned Behavior

企业伪善问题已经成为当前国内外CSR实践中不可忽视的问题。消费者对企业伪善的响应过程具有复杂性,本文以计划行为理论为支撑,通过528个样本数据分析中国情境下企业伪善对消费者购买意向的影响机制。研究发现,行为态度、知觉行为控制对消费者的购买意向有直接正向影响,主观规范则是通过行为态度间接影响消费者的购买意向;行为态度、主观规范和知觉行为控制三者之间存在一定的交互作用。

Corporate hypocrisy has become an issue which cannot be ignored in CSR practice at home and abroad right now. Consumers＇ response process to corporate hypocrisy is complex. Taking the theory of planned behavior,this paper analyses the effects mechanism of corporate hypocrisy on consumer＇ s purchase intention by 528 sample data in Chinese context,finding that attitude and perceived behavioral control have a direct positive impact on consumer＇s purchase intention,and subjective norm has an indirect effect on consumer＇s purchase intention through the behavior attitude; there are interactions among behavioral attitude,subjective norm and perceived behavioral control.