企业社会责任与消费者购买意愿分析  

An Analysis of the Relationship between Corporate Social Responsibility and Consumer Purchase Intention

作　　者：李海廷[1] 

机构地区：[1]烟台大学经济管理学院,山东烟台264005

出　　处：《商业研究》2014年第2期88-96,共9页Commercial Research

基　　金：教育部人文社会科学研究青年基金项目;项目编号:13YJC630073;山东省自然科学基金资助项目;项目编号:ZR2011GM009;山东省社会科学规划项目;项目编号:12DGLJ05;烟台大学博士启动基金项目;项目编号:JG12B31

摘　　要：本文运用实验法对危机情境下企业社会责任(CSR)与消费者购买意愿之间的关系进行了分析,发现危机严重性感知对CSR与购买意愿之间的关系具有调节作用,危机严重性感知水平越高,购买意愿对社会责任水平的敏感性下降越快;消费者社会责任支持度与社会责任水平之间存在着交互作用,高社会责任支持者对CSR更加敏感,顾客认同在CSR与消费者购买意愿关系中起到中介作用。The relationship between corporate social responsibility （ CSR） and consumer purchase intention when a cor-porate is in crisis is investigated through an experiment .The results show that the consumer perceived risk of crisis is a key moderator in the relationship .When the level of perceived risk is high , the sensitivity of purchase intention to CSR level will drop a lot .There is interaction between the degree of CSR support and CSR level .The high CSR support de-gree is more sensitive to CSR .In addition, consumer identification plays an intermediate role in the relationship between CSR and purchase intention .

关 键 词：企业社会责任 购买意愿 危机严重性感知 顾客认同 CORPORATE social RESPONSIBILITY ( CSR) 

分 类 号：F713.5[经济管理—市场营销]