CSR报告对消费者评价及购买意向影响的实证研究  

An Empirical Study on the Effects of CSR on Consumers' Evaluation and Purchase Intention

作　　者：辛慧[1] 周祖城[1] 骆南峰[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海管理科学》2011年第3期63-67,共5页Shanghai Management Science

基　　金：国家自然科学基金项目"企业社会责任与消费者购买意向关系的理论与实证研究"(批准号70772064)

摘　　要：消费者是企业重要的利益相关者,也是企业社会责任报告的关键沟通对象之一。本文通过实证研究发现,无论是在有丑闻还是无丑闻的情形下,企业社会责任报告的发布均能显著提高消费者对企业社会形象的评价;在无丑闻的情形下,企业社会责任报告的发布能显著增强消费者对企业产品的购买意向,而在有丑闻的情形下,对购买意向的影响相对较弱。Consumers are one vital stakeholder group. They are also the critical communication target of corporate social responsibility report. This article investigates the effects of corporate social responsibility report on consum- ers~ evaluation toward company and purchase intention. Our empirical study finds that corporate social responsibility re- port affects positively both consumers~ evaluation toward company and purchase intention. This relationship is found regardless whether company or industry scandal occurred. Hence, the disclosure of corporate social responsibility infor- mation can mitigate the harmful impacts of scandal on com- pany.

关 键 词：企业社会责任报告 消费者 评价 购买意向 

分 类 号：F274[经济管理—企业管理]