企业消费者社会责任对消费者购买意愿的影响研究——基于理性行为理论视角

Study on the Influence of CSR on Consumers' Purchasing Intention——from the Perspective of Rational Behavior Theory

本文基于理性行为理论(TRA)探究企业消费者社会责任对消费者购买意愿的影响机制,细分企业消费者社会责任为产品质量、企业服务、保护消费者权益三个维度,选取企业形象、消费者企业认同作为中介变量构建理论模型。通过问卷调查收集数据,统计结果表明企业消费者社会责任各维度对消费者购买意愿具有显著正向影响,企业形象和消费者企业认同在其中起到部分中介作用。

Based on rational behavior theory （TRA）, this paper explores the influence mechanism of corporate consumer social responsibility on consumer purchase intention, and subdivides corporate consumer social responsibility into three dimensions of product quality, enterprise＇s service, protection of consumer rights and interests; and selects corporate image, consumer corporate identity as an intermediary variable to build a theoretical research model. This study collectes data by questionnaire and analyzes the data by statistical method. The results show that the dimension of corporate consumer social responsibility has a significant positive impact on consumer purchase intention. And corporate image and consumer corporate identity play an intermediary role in the relationship between the dimensions of corporate consumer social responsibility and consumer purchase intention.