An Emprical Study On Corportate Social Responsibility Of Icps And Intellect Of Their Consumers

Though quite a few studies have been conducted on Internet addiction in sociology and education fields, this issue has rarely been dealt with in economics and management as insane consumption problem caused by insufficient corporate social responsibility. Based on the above situation, this paper aims to treat internet addiction problem as a consumption problem caused by ICP's shortage of social responsibility, and the combined use of theoretical and empirical analysis methods are made to do the research in respect to the effects of corporate social responsibility on the consumers intellectual in the field of cyber economics.The first chapter introduces the research background, research significance, with the current literatures relevant to the research collated and reviewed in the beginning and research methods and the technical flow given at the end.In the second chapter, two key concepts involved in this research are defined under the perspective of the addictive consuming behavior, Internet users'intellect and ICP social responsibility. First, an analysis is made on the structural features of addictive consumption behaviors, then the author proposes the concept of netizens'consumption intellect, which is consumer decision-making capacity covering 2 dimensions of consumption judgments, the economic judgment and the value judgment reflected in the consuming behavioral patterns. And then, the concept of ICP social responsibility is argued to be their duty from the social expectation in dealing with customers of human weakness, staying away from immoral manipulation of consumers, and actively striving to meet consumer demands instead of generating consumer desires.In the third chapter, a theoretical analyze is made on the essential characteristics of cyber entertainment in line with consumption intellect. An empirical investigation is made upon scholars and experts in the field of education, psychology and economy to generate consumer intellectual scale which will be used to evaluate the consumption intellect of real cyber entertainment consumers.In the fourth chapter, according to corporate social responsibility research, based on the characteristics of integrated cyber content industry and China's national conditions, an empirical research is done to build the evaluating system of ICP social responsibility by means of scale development.In Chapter 5, the model of impact of ICP social responsibility on the consumer intellect is generated and tested with knowledge mining and structural equation modeling (SEM) technologies on the data got from the internet users. The 4 structural variables in model consist of corporate social responsibility (CSR), social control (SR), consumer personality extraversion traits (CP), and consumption intellect (CI). Inclusion of social regulation and the regulation of customer personality variables makes study the factors considered comprehensive and complete.Chapter VI is the summary of the whole work. The findings and conclusions of the study are summarized. The innovation points and the limitations of my research are summarized and future research directions regarding this research are given for referenceThe theoretical values and innovation of this study are as follows.Development on the concepts of consumer intellect and evaluation index system of ICP social responsibility in respect of consumption guidance offer the measurement of reasonable cyber consumption and evaluation of ICP's responbility and helps r the ICP to stay away from the image of social problem-makers. The build of the theoretical model of the impacts of ICP social responsibility on cyber consumers' intellect leads ICP to pay attention to the sound development of society and actively take up appropriate social responsibility in consumption guidance, thus ensuring the sustainable development of enterprises, healthy growth of the internet entertainment consumers.