The Content And The Agent Dimension Of Enterprise Society Responsibility And The Consumer Response To Enterprise Society Responsibility Behavior

Along with our country consumer Uygur power consciousness enhancement and the social responsibility movement cognition deepening, the consumer will play in the enterprise survival and the development the more and more vital role. Therefore, the discussion corporate society responsibility should consider consumer's expectation and the request. Existing researches about the corporate society responsibility is overwhelming majority literature all carried on the discussion from enterprise's angle, including the corporate society responsibility system construction, the empirical research about the influence of enterprise undertaking the social responsibility and so on, very little has from the consumer/public's angle conducts the research. Therefore systematically studies the corporate society responsibility in consumer'viewpoint have the necessity extremely thoroughly. This research deepens us from consumer's angle to the corporate society responsibility movement understanding, and has enriched some theories from some kind of degree. This research also has the practice significance, is advantageous develops the social responsibility movement in the instruction enterprise better encompassment consumer, enable the corporate society responsibility movement to have the emphasis point and the hierarchical, lays the foundation for the enterprise society marketing further development.The study discusses the corporate social responsibility by studying the literature and handing out questionnaire.Following items are the hypothesis in the study:Hypothesis 1: The enterprise undertakes the social responsibility to have the forward influence positively to consumer's purchase intention.Hypothesis 2: The product price has the control action to the enterprise society responsibility and the purchase intention relations.When product for high price product, whether the enterprise does undertake the social responsibility to consumer's purchase intention the product for the low price time must be bigger than.Hypothesis 3: The consumer supports to the enterprise socialization responsibility and the purchase intention relations has the control action.Supports a higher consumer to the enterprise society responsibility, the enterprise society responsibility behavior is also bigger to its purchase intention influence.Empirical research method is used to validate these hypothesizes.400 people were investigated in our study.we use SPSS11.0 to analyze the data.the result reveals that the hypothesizes 1,3 are validated well,but the hypothesizes 2 have a little difference with the result.