企业社会责任对消费者购买意愿的影响——以丹尼斯百货为例

The Influence of CSR on Consumers' Purchasing Intention——Take Dennis as an Example

本文采用个案研究法,以丹尼斯百货有限责任公司为例,通过对购买商品的消费者进行问卷调查,利用SPSS工具软件进行数据统计分析,深入分析了企业社会责任对消费者的消费状态、消费心理、购买意愿和购买行为的影响。分析结果表明企业的社会责任履行程度与消费者购买意愿成正比,企业社会责任的履行对企业的良性发展具有重要作用。企业履行社会责任要符合消费者的心理期望,企业要做好市场调查,生产出消费者满意的商品,保障消费者的利益,还应该多关注支持公益慈善事业,以赢得消费者的信任和喜爱。

Taking Dennis Department Store Co.,Ltd. as an example,the case study method is used to further explore the influence of corporate social responsibility on consumers＇ consumption state and psychology,purchasing intention and behavior. A questionnaire survey of consumers who purchased goods was made and SPSS tools and software was used to conduct statistical analysis of the data. The results show that corporate social responsibility is directly proportional to the consumers＇ purchasing intention and that the performance of corporate social responsibility plays an important role in the healthy development of the company. Thus the performance of corporate social responsibility should be in accordance with the psychological expectations of consumers. Enterprises should do a good job in the research of consumers,the production of consumer-satisfied products and the protection of the interests of consumers. More attention should also be paid to supporting charitable causes to win the trust,respect and love of consumers