The Impact Of Luxury Corporate Social Responsibility And Corporate Reputation On Consumer Purchasing Intention

Under the guidance of the national 14th Five-Year Plan and the long-term goal of 2035,Chinese enterprises need to constantly strengthen their hard power in global competition under the call of the national high-quality economic growth policy,but also to enhance their corporate social responsibility and reputation.Especially under the influence of the global epidemic,the public pays more and more attention to corporate social responsibility.Chinese enterprises need to upgrade from increasing the importance to corporate social responsibility to how to better apply corporate social responsibility to the enterprise business strategy.International luxury companies are undoubtedly the best learning target.International has done further research on corporate social responsibility in corporate operation practice,extending the definition of symbolic and substantive corporate social responsibility.Different stakeholders were investigated to explore the relationship between corporate social responsibility activities and corporate performance.This paper believes that the research on luxury corporate social responsibility,especially the influence of symbolic and substantive corporate social responsibility on consumers’ willingness to buy,has both theoretical and practical significance.On this basis,we further study the regulatory role of enterprise reputation and the differennce in the influence of consumer generations.According to the corporate social responsibility report disclosed by the three luxury groups,this article analyzes the content of symbolic and substantive corporate social responsibility in the luxury industry into:treating employees,ecological environmental protection,charity and sustainable development of suppliers.Combined with the theoretical research of scholars at home and abroad,jointly build a theoretical model and put forward the research hypothesis,conduct empirical research in the specific research process,take consumers with purchase intention or purchase experience as the survey object,and add the role of the enterprise reputation and consumer generation in the questionnaire survey.Use the mature scale and issue questionnaires to collect data,empirical analysis according to the collected data,and the final hypothesis conclusion:the impact of symbolic corporate social responsibility on consumer purchasing intention is significantly positive correlation;the impact of substantive corporate social responsibility on consumer purchasing intention has positive correlation.② corporate reputation plays a regulatory role between symbolic corporate social responsibility and consumer purchasing intention;but there is no obvious adjustment role between substantive corporate social responsibility and consumer purchasing intention.③ There are differences in the perception of corporate social responsibility from generation to generation,and consumers have gradually enhanced their sense of corporate social responsibility.The research results enrich the research content of corporate social responsibility to a certain extent,which is conducive to strengthening the importance of enterprises to the performance of social responsibility.