企业社会责任对消费者购买意愿的影响:企业特征的调节作用  

The Impact of Corporate Social Responsibility on Consumer Purchase Intention:The Moderating Effect of Firm Characteristics

作　　者：陶蕾[1] 贾文娟[1] 闫小斐 

机构地区：[1]西安交通大学管理学院,陕西西安710049

出　　处：《华东经济管理》2015年第3期35-40,共6页East China Economic Management

基　　金：国家自然科学基金项目(71202078;71102064);中央高校基本科研业务费专项资金项目(SK2012006)

摘　　要：企业社会责任涉及多个维度,由于资源有限,企业很难做到面面俱到。文章将企业社会责任划分为经济责任、道德-法律责任和慈善责任三个维度,分析了每个维度对消费者购买意愿的影响,并探讨了企业特征的调节作用。结果显示:道德-法律责任影响最大;企业声誉较高时,慈善责任影响最大,反之,则道德-法律责任影响最大;产品质量较高时,慈善责任影响最大,反之,则道德-法律责任影响最大。结论有望为企业有效配置资源来履行社会责任、实现收益最大化提供理论指导。Corporate social responsibility involves nmhiple dimensions. It is difficult for enterprises to fulfill every as- pect with limited resources. The paper classities cold, orate social responsibility into three dimensions： economic re- sponsihility, ethical-legal responsibility and philanthropic responsibility, makes an analysis on the impact of each dimension on consumer purchase intention, and explores the moderating effect of firm characteristics. The results show that ethical-legal responsibility has the largest impact on consumer purchase intention. When corporate reputa- tion is high, philanthropic responsibility has the largest impaet on consumer purchase intention, otherwise, ethi- cal-legal responsibility is the largest influencing t＇aetor. When product quality is high, philanthropic., responsibility has the largest impact, otherwise, ethical-legal responsibility is the largest influencing factor. The findings are ex- pected to provide theoretical guidelines for firms to better utilize resources to fulfill social responsibility effectively and realize their ,naxinuun benefits.

关 键 词：企业社会责任 购买意愿 企业特征 企业声誉 产品质量 

分 类 号：F272-05[经济管理—企业管理]