企业社会责任对顾客信任的影响机制——企业声誉和顾客满意的中介效应  

Influencing Mechanism of the Corporate Social Responsibility on the Customer Trust——The Mediating Effect of Corporate Reputation and Customer Satisfaction

作　　者：赵远[1] 陈凯[2] ZHAO Yuan;CHEN Kai(Tianjin University　Tianjin　300072　China;Beijing Forestry University　Beijing　100083　China)

机构地区：[1]天津大学,天津300072 [2]北京林业大学,北京100083

出　　处：《电子科技大学学报（社科版）》2017年第3期71-77,共7页Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

基　　金：国家社会科学基金项目"城市居民绿色消费态度-行为差异研究"(13CJY090);北京市社会科学基金一般项目"北京市居民绿色出行行为影响因素研究"(14JGB048);中央高校基本科研业务费专项资金(JGTD2015-03)

摘　　要：在文献回顾的基础上构建概念模型,研究了企业社会责任对顾客信任的影响机制。应用经过信度、效度检验的量表对研究变量进行测量,通过结构方程模型对研究假设进行检验。结果表明,企业履行社会责任可以间接增强顾客信任,包括认知信任和情感信任,企业声誉和顾客满意扮演了中介变量的角色。其中认知信任主要受到企业声誉的影响,而情感信任主要受到顾客满意的影响。最后,根据研究发现,对企业提出了提升顾客信任的相关政策建议。On the basis of literature review,this study analyzed customer trust formation mechanism based on the corporate social responsibility,and further constructed the concept model.The research variables were measured by the scale that had passed the reliability test and validity test,and the structure equation model was carried out to examine the research hypotheses.The results show that the corporate social responsibility can indirectly improve customer trust,which includes cognitive trust and affective trust,with corporate reputation and customer satisfaction playing the role of mediator variables.The cognitive trust is mainly influenced by the corporate reputation,and the affective trust is mainly influenced by the customer satisfaction.Finally,the management applications were discussed based on the research results.

关 键 词：企业社会责任 顾客信任 企业声誉 顾客满意 

分 类 号：F270[经济管理—企业管理]