企业社会责任行为对消费者品牌信任的影响研究

The Influence of CSR(Corporate Social Responsibility)Behavior on Consumer Brand Trust

通过情景实验的方法,发现企业公德行为更利于消费者建立正直和善意的信任;私德行为更有利于消费者建立能力信任,并证明了消费者企业联想的中介作用,以及消费者道德认同的调节作用。

Through the method of situation experiment,we find that CSR behavior is positively related to brand trust.The corporate ethics is more conducive to the increase of consumer confidence in the brand integrity and goodwill.And the corporate private morality will increase consumer trust in the brand ability.Consumer association play an intermediary role in CSR behavior and consumer brand trust.And consumer＇s moral identity plays a moderating role between the CSR behavior and consumer brand trust.Only when the consumers have a high moral identity,the impact of CSR behavior on consumer brand trust will increase significantly.