企业社会责任对消费者满意度的影响——基于国产乳制品行业的实证分析

The Impact of CSR on Consumer Satisfaction——An empirical analysis of the domestic dairy industry

基于消费者视角,对企业社会行为与消费者满意度的内在影响机制进行了研究,研究企业声誉、感知质量和感知价值在两者之间的作用。以国产乳制品行业为例构建了企业社会责任-消费者满意度模型,并进行实证分析。结果表明:企业社会责任对消费者满意度呈现显著的正向影响;企业社会责任对企业声誉存在显著的正向影响;企业社会责任、企业声誉对感知质量均存在显著的正向影响;企业社会责任、企业声誉、感知质量对感知价值有显著的正向影响;感知价值对消费者满意度存在显著的正向影响。企业社会责任除了直接作用于消费者满意度外,还能够通过企业声誉等变量间接地对消费者满意度产生影响。

From the consumer＇s perspective,this paper discusses the inherent influence mechanism of corporate social behavior on customer satisfaction,and studies how the corporate reputation and perceived quality affect the perceived values.In domestic dairy industry,corporate social responsibility-customer satisfaction model will be established and empirical analysis will be conducted.The results show that corporate social responsibility has a significant and positive influence on consumer satisfaction;corporate social responsibility also has a significant and positive impact on corporate reputation;corporate social responsibility and corporate reputation both have a significant and positive influence on perceived quality;corporate social responsibility,corporate reputation and perceived quality have a significant and positive influence on perceived value;perceived value significantly and positively affects customer satisfaction.Corporate social responsibility has a direct effect on customer satisfaction as well as an indirect one through corporate reputation and other variables.