企业社会责任报告对消费者购买意愿的影响  

The Impact of Corporate Social Responsibility Report on Consumer's Purchase Intention

作　　者：张太海[1] 张妤舟 高传路[1] 

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210023 [2]南京财经大学红山学院,江苏南京210003

出　　处：《南京财经大学学报》2015年第5期95-103,共9页Journal of Nanjing University of Finance and Economics

摘　　要：随着可持续发展观念的深入人心,企业社会责任信息披露变得越来越重要。本文将企业社会责任报告的信息质量特征归纳和提取为相关性、可靠性、可理解性、平衡性、完整性5个维度,将品牌态度划分为认知和情感2个维度,以接触企业社会责任报告的消费者为对象,分析企业社会责任报告对消费者品牌态度及购买意愿的影响。研究结果表明,企业社会责任报告的信息质量各维度对消费者购买意愿具有正向影响,但影响存在差异;企业社会责任报告的信息质量各维度对消费者品牌态度具有正向影响,但影响存在差异;消费者品牌态度在企业社会责任报告中的信息质量对消费者购买意愿的影响中起到了中介作用。Along with the pervasive concept of sustainable development,Corporate Social Responsibility disclosure has grown in importance. This paper summarizes and extracts the qualitative characteristics of Corporate Social Responsibility Report in five dimensions and they are correlation,reliability,comprehensibility,balance and integrity. In addition,the brand attitude is divided into cognitive brand attitude and emotional brand attitude. Taking the consumers who contact with the corporate social responsibility report as object,this paper analyzes how the Corporate Social Responsibility Report influences the brand attitude and purchase intention of consumer. The research results show that each dimension of the qualitative characteristics of Corporate Social Responsibility Report has a positive influence on purchase intention of consumer but there are differences. Similarly,each dimension of the qualitative characteristics of Corporate Social Responsibility Report has a positive influence on brand attitude of consumer but there also exist differences. Moreover,brand attitude of consumer plays a mediation role in the relevance between informational quality of Corporate Social Responsibility Report and purchase intention of consumer.

关 键 词：企业社会责任报告 品牌态度 消费者购买意愿 

分 类 号：F272[经济管理—企业管理]