| 企业社会责任对消费者购买意愿的影响机制研究 |
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| 引用本文： | 张广玲,付祥伟,熊啸.企业社会责任对消费者购买意愿的影响机制研究[J].武汉大学学报：哲学社会科学版,2010(2). |
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| 作者姓名： | 张广玲 付祥伟 熊啸 |
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| 作者单位： | 武汉大学经济与管理学院; |
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| 基金项目： | 教育部人文社科项目(08JA630060) |
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| 摘 要： | 企业的社会责任行为会对消费者购买意愿产生影响。正面的企业责任行为会提高消费者对产品质量的感知,降低其对产品风险的感知,从而都会提高消费者购买意愿。负面的企业社会责任行为会降低消费者的产品质量感知,提高了消费者的感知风险,最终降低消费者的购买意愿。感知质量和感知风险在企业社会责任和消费者购买意愿的作用路径中起中介作用。
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| 关 键 词： | 企业社会责任 感知风险 感知质量 购买意愿 |
Affect Mechanism Study on Corporate Social Responsibility on Consumers' Purchasing Intention |
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| Zhang guangling,Fu xiangwei,Xiongxiao.Affect Mechanism Study on Corporate Social Responsibility on Consumers' Purchasing Intention[J].Wuhan University Journal (Social Sciences),2010(2). |
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| Authors: | Zhang guangling Fu xiangwei Xiongxiao |
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| Institution: | Zhang guangling,Fu xiangwei,Xiongxiao(School of Economics & Management,Wuhan Univesity,Wuhan 430072,Hubei,China) |
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| Abstract: | To learn how Corporate Social Responsibility effects on consumers' purchasing intensions is meaningful both theoretically and practically.Because positive corporate social responsibility associations would increase the perceived quality and decrease the perceived risk,which would both increase the consumers' purchasing intensions.The mediating effects of perceived quality and perceived risk are significant. |
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| Keywords: | corporate social responsibility perceived risk perceived quality purchasing intention |
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