企业社会责任对消费者购买意愿的影响机制研究  

Affect Mechanism Study on Corporate Social Responsibility on Consumers' Purchasing Intention

作　　者：张广玲[1] 付祥伟[1] 熊啸[1] 

机构地区：[1]武汉大学经济与管理学院

出　　处：《武汉大学学报（哲学社会科学版）》2010年第2期244-248,共5页Wuhan University Journal：Philosophy & Social Science

基　　金：教育部人文社科项目(08JA630060)

摘　　要：企业的社会责任行为会对消费者购买意愿产生影响。正面的企业责任行为会提高消费者对产品质量的感知,降低其对产品风险的感知,从而都会提高消费者购买意愿。负面的企业社会责任行为会降低消费者的产品质量感知,提高了消费者的感知风险,最终降低消费者的购买意愿。感知质量和感知风险在企业社会责任和消费者购买意愿的作用路径中起中介作用。To learn how Corporate Social Responsibility effects on consumers＇ purchasing intensions is meaningful both theoretically and practically.Because positive corporate social responsibility associations would increase the perceived quality and decrease the perceived risk,which would both increase the consumers＇ purchasing intensions.The mediating effects of perceived quality and perceived risk are significant.

关 键 词：企业社会责任 感知风险 感知质量 购买意愿 

分 类 号：F272[经济管理—企业管理]