CSR领域对顾客购买意愿影响的实证研究

企业社会责任(CSR)涵盖了不同领域,消费者对企业社会责任不同领域的关注重点各有差异。因此,探索企业社会责任不同领域对消费者购买意愿的影响无疑是一个很好的切入点,也是有利于企业获得竞争力的一种新来源。构建一个包含企业社会责任不同维度、感知质量、企业形象以及消费者购买意愿的概念模型,探索不同领域企业社会责任对消费者购买意愿的影响,以及感知质量和企业形象作为中介变量的合理性。运用SPSS 20.0和AMOS 21.0进行检验,结果显示不同领域企业社会责任对消费者购买意愿具有显著性影响,感知质量和企业形象在不同领域企业社会责任对消费者购买意愿的影响中起到了部分中介效用。

Empirical study on impact of CSR domain on customer purchase intention

Different areas are covered by the corporate social responsibility, and consumers have different focus on the different areas of corporate social responsibility. Therefore, exploring the impact of different areas of corporate social responsibility on consumers purchase intention is a good entry point, which is also a new source of competitive power for corporate to obtain. The concept model is built including the different dimensions of corporate social responsibility, the perceived quality, the corporate image and the consumers purchase intention. The impact of corporate social responsibility on consumers purchase intention in different areas and the perceived quality and corporate image as mediator variables are explored. Testing with SPSS 20.0 and AMOS 21.0, the results show that the corporate social responsibility in different areas has a significant impact on consumer purchase intention, the perceived quality and corporate image play a partial mediating effect in different areas on corporate social responsibility for consumer purchase intention.