企业社会责任与消费者态度的匹配性研究

Research on the Matching between Corporate Social Responsibility and Consumer Attitude

文章研究企业社会责任与消费者态度的响应发生机制,有利于企业在追求利益的同时,注重其经营决策行为对社会产生的正外部效应,尤其是外部关联的内生性演化,更有利于企业提高经营绩效。企业社会责任的关联响应中,消费者是最为直接的利益关联方,消费者对企业社会责任决策的响应研究,是企业社会责任决策最为直接的反馈评价机制。因此,从消费者出发的个人兴趣路径(消费者态度反馈与响应)演化正成为企业社会责任选择的重要研究策略,尤其是在当前电商平台当道与技术水平日新月异的时代,引导消费者兴趣与习惯能够提高匹配性。

This paper based on the matching of corporate social responsibility in the consumers＇ attitude and the enterprise engage in social responsibility activities of positive response research path, to practice in the enterprise the public marketing mode to realize the social responsibility assumed responsibility for the activity and consumer attitude response relationship as the main line. Value orientation is corporate social responsibility and consumer attitude positive response and matching is the main strategy, and personal interest path of evolution is becoming an important research method to choice of corporate social responsibility, especially in the current business platform sway and technical level with each passing day of age, guide the consumer interest and habit, will effectively enhance the response of consumers to the corporate social responsibility of matching, the study found.