网络零售企业社会责任对消费者购买意愿的影响——基于SOR模型的实证

The Influence of Online Retail Corporate Social Responsibility on Consumers’Purchase Intention——An Empirical Study Based on SOR Model

随着电子商务的快速发展,电子商务零售企业社会责任问题受到越来越多学者的关注。基于SOR模型构建网络零售企业社会责任与消费者购买意愿之间关系的概念模型,通过调查问卷收集数据,用结构方程模型进行假设检验,研究网络零售企业社会责任对消费者购买意愿的影响,以及感知质量与感知风险在网络零售企业社会责任和消费者购买意愿之间的中介作用。研究结果表明,网络零售企业社会责任对消费者购买意愿不产生直接的促进作用,它通过感知质量和感知风险的完全中介效应对消费者购买意愿施加间接影响,而且感知质量的中介作用比感知风险更大。

With the rapid development of E-commence,online retail corporate social responsibility is increasingly concerned by scholars.Based on“S-O-R”model,this paper builds a conceptual model of the relationship between online retail corporate social responsibility and consumers’purchase intention under online retail environment,in which perceived quality and perceived risk are intermediary variables.A questionnaire survey is made,and the hypothesis model is verified through multivariate regression analysis.The purpose of this paper is to explore the influencing mechanism of how online retail corporate social responsibility has an impact on consumers purchase intention,and the rationality of perceived quality and perceived risk as intermediary variable.The conclusion demonstrates that online retail corporate social responsibility has not a direct impact on consumers’purchase intention.Perceived quality and perceived risk play complete intermediary role in the impact online retail corporate social responsibility on consumers’purchase intention,and the intermediary role of perceived quality is stronger than perceived risk.