Corporate Social Responsibility Empirical Research, Brand Trust And Purchase Intention

Since2008, from the Sanlu milk powder incident to" lean meat" events, fromFoxconn jump events to" poison apple" events, from the Wenchuan earthquake to theYunnan Yingjiang earthquake and a series of unexpected safety accidents, disasters,instantaneous aroused the government, consumers and the enterprises to corporatesociety responsibility awareness and understanding, also aroused they think more ofcorporate social responsibility.Western scholars in the research of corporate society responsibility has a longhistory, related theories are also relatively rich and perfect. They mainly from thetheories analyze the three big questions that why enterprises undertake the corporatesocial responsibility, what specific corporate social responsibility is and what theenterprises ought to bear the social responsibility. But with the fierce competition ofenterprises, consumers' responsibility consciousness heightened and the deteriorationof living environment, the limitations of corporate society responsibility of originalresearch are beginning gradually to expose; in addition, from the perspective ofempirical analysis to study how the enterprises should bear the social responsibility isstill lacking, and it is also the most crucial issue. Therefore, it is urgent to thecorporate social responsibility theory for the deeper research.In this paper, from the consumer perspective, on the basis of relevant theories ofthe corporate social responsibility,brand trust,consumer purchase intention,Iconstruct the theory model of the corporate social responsibility affecting on brandtrust and consumer purchase intention,trying to discuss the influencing mechanismand effective path of the different dimensions of corporate social responsibility onconsumer purchase intention, and verifying the rationality of brand trust as anintermediate variable, in order to provide a reference for the development of thepractice and theory of enterprise.The study sent a total of200questionnaires, obtained164valid questionnaires,and the data used for analysis of variables' affect and hypothesis testing.By SPSS19.0on the data collected for the descriptive statistics analysis, varianceanalysis, analysis on reliability and validity,, have achieved quite satisfactory results.Through the SPSS19.0, the collected data were used to descriptive statisticalanalysis, variance analysis, reliability and validity analysis, and so on, achievedsatisfactory results. Finally through the path analysis, we found that: corporateconsumer responsibility, corporate legal responsibility has a most significant positive effect on brand reliability, brand intention, and corporate consumer responsibility hasthe greatest effect on brand reliability, brand intention; corporate environmental havea more significant positive effect on brand reliability, brand intention; corporatephilanthropy responsibility has a most significantly positive impact on brand intention;brand reliability has a most significantly positive influence on consumers' purchaseintention; brand intentions has a more significant positive influence on consumers'purchase intention; brand trust is an intermediate variable between corporate socialresponsibility and consumers' purchase intention. According to the above results, putforward corresponding suggestions respectively from the government, enterprises andconsumers.