企业社会责任声誉对消费者购买意向的影响分析

The Effects of Corporate Social Responsibility on Purchase Intention of Consumers

多年来,消费者一直是推动企业社会责任发展的重要力量。本文基于消费者视角,通过问卷调查研究了企业社会责任与消费者购买意向之间的关系,并验证了企业对消费者的责任、环境保护、社会支持与贡献对消费者购买意向具有正向影响作用的三个假设。

For many years in the past, consumers has always been important power to promote the devel-opment of corporate social responsibility. Based on the consumer perspective, this dissertation gives an introduction to the contents and related theories of corporate social responsibility. The dissertation proposes the conceptual framework based on previous studies to study the relation-ship between corporate social responsibility and the purchase intention of consumers, through the questionnaire survey, and then proposes three hypotheses that the responsibility to consumers, environmental protection and social support and contribution have positive effects on consumers’ purchase intention. All the three hypotheses have been proved.