企业可持续发展报告对消费者购买意愿影响的实证研究——以宜家家居为例

Anempirical Study of the Impacts of Enterprisesustainability Report Onconsumers' Purchase Intentionas Cased by IKEA

为检验企业可持续发展报告的信息内容与消费者购买意愿间的具体关系,以宜家家居为范例,通过相关性分析、回归性分析与方差分析技术,研究了宜家可持续发展报告中消费者、环境和社区三类信息对消费者购买意愿的不同影响。结果表明:消费者对企业可持续发展报告内容的态度对购买意愿有显著正向影响;消费者对三类不同可持续发展信息的态度无显著差异,且三类信息对消费者购买意愿的影响也无显著差异。研究结论建议企业应树立正确的可持续发展意识,考虑消费者需求,建立有效对外传播系统,提升消费者对企业可持续发展成果的了解与认同,以促进消费者购买意愿。

To examine the relationships between enterprise sustainability report andconsumers’purchase intention,this paper takes IKEA as a case and investigatesthe different impacts of the consumers,the environment and the community on consumers’purchase intention by way of correlation analysis,regression analysis and F test.The results suggest that:1.Consumers’attitude to the enterprise sustainability report has significantly positive influence on their purchase intention;2.consumers’attitudes to the different categories of the information contained in the sustainability report show no significant difference;and 3.the purchase intentions caused by the awareness of different contentsofcorporate sustainability report have no significant differences.The conclusions suggestan enterprise to cultivate a right awareness to development,to take the consumers’demand into consideration and to build an effective circulation system so as to enhance the understanding and identification on the part of the consumers and accordingly promote their consumption.