基于企业社会责任的消费者类型、特征及规模的实证研究  

An Empirical Study on Consumer Type,Characteristics and Size in light of CSR

作　　者：欧平[1] 周祖城[1] 王漫天[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：《系统管理学报》2011年第4期441-447,共7页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(70772064)

摘　　要：采用半结构访谈和问卷调查相结合的研究方法,分析企业社会责任对消费者决策过程中的哪个阶段产生影响?每类消费者群体的特征和规模如何?研究发现:大部分消费者的购买行为已经或多或少受企业社会责任的影响;年龄较大、收入和学历较低的消费者的购买意向几乎不受企业社会责任影响;日常购买行为受企业社会责任影响程度最小和最大的消费者群体规模都小于国外研究中相对应的消费者规模。Using semi-structured interviews and surveys,an empirical study is conducted to find out which part of consumer＇s decision making process will be affected by CSR（Corporate Social Responsibility） and what the characteristics and sizes of each type of consumer are.The study reveals that the purchasing behavior of most consumers has more or less been affected by CSR but CSR has almost no impact on the purchasing intention of consumers with elder age,lower degree,and lower income.It is also concluded that the sizes of consumers whose daily purchasing behavior is affected most or least by CSR are both smaller than those in corresponding foreign studies.

关 键 词：企业社会责任 消费者类型 消费者购买决策过程 

分 类 号：F270[经济管理—企业管理]