企业社会责任对消费者购买意愿的影响  

The Impact of Social Responsibility of Corporate on Consumer′s Purchase Intention

作　　者：张太海[1] 吴茂光[1] 

机构地区：[1]南京财经大学营销与物流管理学院,南京210046

出　　处：《商业研究》2012年第12期33-39,共7页Commercial Research

基　　金：国家社会科学基金项目"发展循环经济与企业承载能力综合评估研究";项目编号:10BJY045;江苏省教育厅高校哲学社会科学研究基金项目"江苏企业循环经济发展能力培育问题研究";项目编号:2010SJB790016;江苏省优势学科建设工程项目资助

摘　　要：作为企业成长发展中的重要问题,企业社会责任被越来越多的中外学者所关注。基于阐释意愿与行为之间关系的理性行为理论,融合顾客感知质量与企业声誉,本文构建了企业社会责任对消费者购买意愿影响的概念模型,并通过结构方程模型方法对模型进行检验,以探索企业社会责任各维度对消费者购买意愿的影响程度,以及产品感知质量、企业声誉作为中介变量的合理性。研究结果表明企业社会责任各维度对消费者购买意愿的正向影响存在差异,产品感知质量与企业声誉在企业社会责任对消费者购买意愿的影响中起到了中介作用,理性行为理论在企业社会责任对消费者购买意愿影响机制研究中的运用是合理的。As one of the important problems in growth and development of corporate, scholars pay more attention to the corporate social responsibility. This paper builds a conceptual model about the effects of social responsibility of corporate on consumer＇s purchase intention, which is based on theory of rational behaviors that explains the relationship between intention and action, the model also fuses customer＇s perceived quality and corporate reputation. The paper tests the model by structural equation modeling approach to explore the degree of the effects of the various dimensions of corporate social responsibility on consumer＇s purchase intention, and the rationality of product perceived quality and corporate rep- utation as intermediary variable. The conclusion demonstrates that the positive eft^cts of the various dimensions of social responsibility of corporate on consumer＇s purchase intention are different, product perceived quality and corporate reputa- tion play intermediary role in the impact of social responsibility of corporate on consumer＇s purchase intention, it also shows that it is reasonable that applying the theory of rational behaviors in the study of mechanism of social responsibility of corporate on consumer＇s purchase intention.

关 键 词：企业社会责任 产品感知质量 企业声誉 消费者购买意愿 

分 类 号：F272[经济管理—企业管理]