消费者对企业社会责任表现的响应及影响因素

采用情景模拟实验法，从企业社会责任的4个主要领域（消费者、员工、环境和慈善），就中国消费者对企业社会责任表现的响应及其影响因素进行实证研究。结果表明:中国消费者对企业的社会责任表现具有积极的响应性。企业积极的社会责任表现会增加消费者对其产品的购买意愿，消极的社会责任表现会降低消费者对其产品的购买意愿。但在不同社会责任领域下消费者的响应存在显著差异。企业在消费者关注的领域有良好的表现更能激发消费者的购买意愿，消费者对消极的社会责任表现更为敏感。此外，消费者的产品质量感知和社会责任支持对其社会责任响应具有显著影响，不同领域的社会责任表现会引发消费者不同的产品质量感知，进而会激发消费者不同的购买意愿。消费者的社会责任支持度不同，其对企业社会责任表现的响应程度也不同。

Consumer Response to Corporate Social Responsibility Performance and Its Influencing Factors

In this paper, we use the scenario simulation experiment method to study consumers' response to the corporate social responsibility and its influencing factors, from the perspective of four major responsibility areas (customers, employees, environment and charity). Firstly, the results show that the corporate social responsibility has significant positive impact on consumers' purchase intention. Corporations' positive responsibility performances increase consumers' purchase intention and vice versa. Secondly, consumers' response to the corporate social responsibility displays notable differences within these four areas. Corporations with good responsibility performances in the areas that concern consumers stimulate their purchase intention more easily, while consumers are also more sensitive to the corporations' negative responsibility performances. Finally, the study shows that consumers' product quality perception and their social responsibility support have prominent influences on their response to the social responsibility. Different areas of social responsibility lead to consumers' different product quality perception and thus lead to different purchase intention. Consumers' different social responsibility supports also lead to their different purchase intention. The research findings will have important and instructional meanings for the exploration of promoting mechanism of the corporate social responsibility from consumers' perspective.