企业社会责任对非理性消费行为影响的实证分析

An Empirical Analysis on the Impact of Corporate Social Responsibility on Irrational Consuming Behavior

构建企业社会责任的企业内部人责任、外部商业伙伴责任、公共责任等三个外源潜变量对消费者非理性消费行为的谨慎型消费行为、枯竭型消费行为和畸形结构型消费行为等三个内生潜变量影响的结构模型,通过对256份有效问卷的统计分析,结果表明:内部人责任对谨慎型消费行为、枯竭型消费行为和畸形结构型消费行为具有显著正相关的影响;外部商业伙伴责任和公共责任均对谨慎型消费行为具有显著负相关的影响。研究结论为企业履行社会责任提供理论依据和参考。

Building the construction equation model of the impact enterprise insider responsibility, external business partners responsibility as well as the public responsibility on cautious type consuming behavior, excessive type consuming behavior and the deformed type structural consuming behavior. Through questionnaires, the use of statistical analysis, empirical research results shows that the enterprise insider responsibility has a significantly positive correlation impact on the cautious type consuming behavior, excessive type consuming behavior and the deformed type structural consuming behavior; the external business partner＇ s responsibility and public responsibility have significantly negative correlation impact on the cautious type consuming behavior. These abovementioned conclusions provide theoretical basis for the enterprise to fulfill their social responsibility.