The Research Of Corporate Social Responsibility's Influence On Consumer Behavior

In face of the economic globalization and the fierce market competition, social responsibility of the enterprise concerned turned from theory to practice. However, there are lots of enterprises expressed an "anti-social responsibility" behavior. Under the pressure of government imposed and the media, the corporate social responsibility did not work well. But the inner motive that promotes the enterprise to improve their social responsibility is market rules, which means that the social responsibility can be transformed into consumer purchasing behavior, "money" from the consumers is a better returns for the enterprise that perform social responsibility voluntarily. Therefore, in the condition of administrative enforcement failed to promise social responsibility of the enterprise, interpreting the mechanism of corporate social responsibility to guide consumer behavior is the key for the enterprise to fulfill their social responsibility conscientiously. There are lots of Literatures on corporate social responsibility, but the comprehensive study involved both corporate social responsibility and consumer behavior is very little.This paper based on rational behavior theory , taking household electrical appliance industry for example, from the consumers'perspective, dividing corporate social responsibility into four dimensions, introducing the consumers'subjective norms and consumers'perception of the enterprise competence intermediary variable, attempting to construct the structure equation model. Through questionnaire design and survey, sample data acquisition, according to a valid data of 429, the research put forward 22 hypotheses, empirical section using SPSS16.0 and LISERL8.7 software for the model test and correct, doing data analysis and explanation based on the results, the result shows that corporations'protection to consumers'rights has a direct influence on customer satisfaction through consumer's subjective norm. The fulfillment of charitable obligations directly affected customers'satisfaction by the consumers'perceptions of corporate ability positively, however, the fulfillment of economic responsibility processes a directly negative impact on customer satisfaction, and the consumers'perception of business capabilities properly promotes consumers'loyalty, but corporate environment embodies insignificant effects to the consumer satisfaction and loyalty. Finally, this paper discusses the social responsibility of the enterprise on consumers' behavior in management mechanism, and puts forward the suggestions for the government and enterprise management. This dissertation is divided into five chapters, the content are as follows:Chapter one:introduction. Mainly expounds the origin of the issue, research purposes and significance of the research, review the related literature about the influence of corporate social responsibility for consumer response at home and abroad, finally, this dissertation describes ideas , research methods and the composition.Chapter two:The mechanism of corporate social responsibility for consumer behavior. Discusses the corporate social responsibility's connotation, index system and the related theory of consumer behavior, involves customer satisfaction and loyalty, and the definition of basic assumptions Fishbein - the reasonable behavior theory introduced in this paper, provides the theoretical basis for the follow-up study.Chapter three:The construction of corporate social responsibility for consumer behavior mechanism model. Mainly based on the relationship between variables from the review of the literature, form eventually hypothesis and model. Introducing consumer enterprise perception ability, consumer subjective norms as intermediary variable, comparing various methods , selecting proper material analysis method.Chapter four:The empirical research of corporate social responsibility for consumer behavior mechanism. Mainly includes sample data demographic variables and describes the measurement method with the software SPSSl6.0 and LISREL8.7, including the reliability and validity analysis and structural equation model test, the whole fitting, hypotheses analysis and model correction.Chapter five:conclusion and enlightenment. Analysis the results, both the theoretical significance and practical significance, put forward related Suggestions from enterprise and government perspective, point out the deficiency and prospect the subsequent research.