基于企业社会责任基础之上的消费者对企业认同实证研究

Empirical Research of Consumers' Identification of Corporation Based on Corporate Social Responsibility

通过实证研究表明:建立在企业社会责任基础之上的企业品牌、声誉能更好的获得消费者对企业的认同;消费者通过对企业履行社会责任的感知度产生对企业的信任、忠诚和购买意向,这三者之间是一个逐层递进的关系,即消费者先对企业产生信任和忠诚,进而产生购买意向;最后,消费者对于长期和短期的企业社会责任的反应有明显的差异,即消费者认为长期的企业社会责任是一种道德行为,购买意向更强,并能发展成为一种企业文化。

This paper discusses consumers＇ identification of corporation,which is built on their acknowledgement of the corporate social responsibility.In our research,we find that there is a causal relationship between consumers＇ loyalty to corporation and their acknowledgement of the corporate social responsibility.