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
DOI: 10.12677/MM.2014.43005, PDF,    科研立项经费支持
作者: 施 杰：浙江大学管理学院，杭州
关键词: 企业社会责任；消费者视角；购买意向；Corporate Social Responsibility； Consumer Perspective； Purchase Intention
摘要: 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。
Abstract: 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.
文章引用：施杰. 企业社会责任声誉对消费者购买意向的影响分析[J]. 现代管理, 2014, 4(3): 29-38. https://dx.doi.org/10.12677/MM.2014.43005

参考文献

[1] Brown, T.J. and Dacin, P.A. (1997) The company and the product: Corporate associations and consumer product res-ponses. The Journal of Marketing, 61, 68-84.
[2] Sen, S. and Bhattacharya, C.B. (2001) Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38, 225-243.
[3] Becker-Olsen, K.L., Cudmore, B.A. and Hill, R.P. (2006) The impact of perceived corporate social re-sponsibility on consumer behavior. Journal of Business Research, 59, 46-53.
[4] Sen, S. and Bhattacharya, C.B. (2004) Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47, 9-24.
[5] Mohr, L.A. and Webb, D.J. (2005) The effect of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39, 121-147.
[6] Mohr, L.A., Webb, D.J. and Harris, K.E. (2001) Do consumers expect companies to be socially responsible? The Impact of Corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35, 45-72.
[7] Ellen, P.S., Webb, D.J. and Mohr, L.A. (2006) Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34, 147-157.
[8] Kang, K.H., Lee, S. and Huh, C. (2010) Impacts of positive and negative corporate social responsibility activities on company performance in the hospitality industry. International Journal of Hospitality Management, 29, 72-82.
[9] Klein, J. and Dawar, N. (2004) Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21, 203-217.
[10] 董霞 (2009) 关于企业社会责任的消费者调查. 管理与财富, 1, 34-35.
[11] 孙海峰 (2008) 企业社会责任行为与消费者响应研究——基于消费者视角的分析. 硕士学位论文, 浙江工商大学, 杭州.

为你推荐