ISO26000与中国消费者的企业社会责任认知研究

ISO26000 and Cognitive Study on Chinese Consumers on Corporate Social Responsibility

基于公众对企业社会责任越来越关注的时代背景建立基于消费者认知和消费者的态度的研究模型,分析企业的社会成果和消费者认知对消费者态度的影响,总结推动企业社会责任的应对方案。通过对370份有效问卷进行SPSS分析,得出消费者对作出积极成果的企业表现出明显好的态度,而且消费者对形象好的企业的社会成果往往给予更多的期待,而一旦其作出令消费者失望的社会行为时,消费者的心理认知和态度反差很大。

Based on the background in which Chinese citizens show more concern on implementing of corporate social re- sponsibilities, the study establishes a study model by considering consumer awareness and consumer attitudes and analyzes the influence role of social achievements of corporations and consumer awareness upon consumer attitudes. Furthermore, it collects 370 data samples by market survey and analyzes SPSS7.0. The findings state that consumers show obviously favora- ble attitudes toward corporations with active achievements. Consumers tend to have more expectations upon social achieve- ments of corporations of good image and reputation. Once they cannot meet consumers＂ expectation, consumers＂ psychologi- cal awareness and attitudes to corporate reputation will have a sharp difference. The paper finally summarizes several pro- posed options for promoting social responsibilities of corporations in China in the future.