河南民营企业社会责任对消费者购买行为的影响——以郑州大信家居有限公司为例

The Influence of Social Responsibility of Private Enterprises in Henan Province on Consumers’ Purchasing Behavior: An empirical study based on DAESHIN

随着社会的不断进步,越来越多的企业开始重视履行企业社会责任,企业社会责任对消费者决策的影响力也变得越来越重要。然而,现有研究未充分揭示企业社会责任影响消费者购买意愿的内在机制。对相关文献和河南省民营企业社会责任履行情况资料进行分析以郑州大信家居为案例,运用实证分析法来探究企业社会责任对购买意愿的影响机制。研究发现:郑州大信家居有限公司通过履行企业社会责任能显著影响消费者购买意愿。其中,在影响的路径中,顾客感恩起中介作用;消费者亲社会行为起调节作用。

With the continuous progress of society, more and more enterprises begin to pay attention to the commitment of social responsibility, and the influence of corporate social responsibility on consumer decision-making has become more and more important. However, the existing research has not fully revealed the internal affecting mechanism of corporate social responsibility on consumers’ purchase intention. After analyzing and summarizing the relevant paper and the performance of corporate social responsibility in Henan Province, this paper selects DAESHIN as a case to explore the impact mechanism of corporate social responsibility on purchase intention. The empirical results show that the performance of social responsibility of DAESHIN has a positive influence on consumers’ purchase intention;Customer gratitude mediates the relationship between the corporate social responsibility of DAESHIN and consumers’ purchase intention;Consumer pro-social behavior plays a positive moderating role between the performance of DASHIN’ social responsibility and consumers’ purchase intention. The research conclusion of this paper puts forward practical suggestions for the marketing stratiy of Henan private enterprises, which is of great significance for Henan private enterprises to carry out corporate social responsibility as marketing strategy.