儒家价值观对消费者CSR行为意向影响研究

Influence of Confucian Values on Consumers' CSR Behavioral Intention

儒家思想在中国文化中一直占据着主流地位,对消费者的价值取向与行为选择都有着重要的影响。研究发现,消费者的儒家价值观与其CSR行为意向显著相关。实证研究表明,仁、义、礼、智、信都对消费者的CSR行为意向存在着重要的影响,消费者的企业社会责任体验在儒家价值观中的仁、信与消费者的CSR行为意向之间起着完全中介效应的作用,而在儒家价值观中的义、礼、智与消费者的CSR行为意向之间起着部分中介效应的作用,消费者企业社会责任体验与企业社会责任——企业能力信念的交互效应对消费者CSR行为意向有重要影响。

Confucianism w hich ranks the mainstream in China has strong effect on Chinese consumers’ awareness building and behavior choice .There is a correlation between consumers’ values based on Confucianism and corporate social responsibility behavioral intentions . We found that benevolence , righteousness , propriety , wisdom and integrity have a significant impact on corporate social responsibility behavioral intentions through questionnaire survey .Consumers’ CSR experiences produce full mediation effects in the relationship between consumers ’ CSR behavioral intentions and consumers ’ Confucian values of benevolence and integrity . Consumers ’ CSR experiences also play partial mediation effects between consumers ’ CSR behavioral intentions and the other three aspects of consumers’ Confucian values ：righteousness ,propriety and wisdom .The interaction between consumers’ beliefs of corporate social responsibility-corporate ability （CSR -CA） and CSR experiences has a significant impact on consumers’ CSR behavioral intentions .