消费者感知企业社会责任对购买意愿的影响研究

Consumers'perception of corporate social responsibility influences on purchase intention

尽管企业社会责任相关研究已相对成熟,但多数研究局限于企业是否履行社会责任,而非从消费者感知角度出发。文章基于消费者感知企业社会责任这一变量以及传统社会责任模型,引入中间变量企业评价,通过实证检验探究了消费者感知企业价值(CPCSR)对购买意愿的影响。研究表明CPCSR对企业评价有正向作用,并通过这一中介变量正向影响购买意愿。结论表明企业在履行社会责任时更应从消费者角度出发,提高其对企业社会责任的感知,具有一定实践意义。

Although the research on corporate social responsibility has been relatively mature,most researches are limited to whether companies fulfill their social responsibilities,rather than from the perspective of consumer perception.Based on the consumer perception of corporate social responsibility and traditional social responsibility models,the research introduces intermediate variable corporate evaluation,and explores the impact of CPCSR(consumers perception of corporate social responsibility)on purchase intention through empirical tests.Research shows that CPCSR has a positive relationship with corporate evaluation and positively affects purchase intentions through this intermediary variable.The conclusion shows that enterprises should start from the perspective of consumers when fulfilling their social responsibilities and improve their perception of social responsibilities,which has certain practical significance.