The Effect Of CSR Information On Consumer Brand Evaluation

After showing the period of a single enterprise CSR information to customers,researchers make the study on the evaluation and behavioral responses of consumers. However, when consumers face different companies and show more, will the final results of the evaluation change? What is the internal operating mechanism of the change? Theoretical circles about this study seems not enough, and these issues are no doubt greatly that the scope of the study of corporate social responsibility should be extended, where the purpose of this study.Starting from the evaluation model theory and evaluation hypothesis theory, this study will inquiry and give the appropriate interpretation of this phenomenon. The evaluation mode assumes that when consumers make evaluation of a product,there will be a preference reversal between separate evaluation and joint evaluation. The evaluability hypothesis theory could give a reasonable explanation for the internal mechanism of this phenomenon. During the product evaluation process,consumers will depend on two kinds of information of easy-to-evaluate attribute and hard-to-evaluate attribute that easy-to-evaluate attribute plays a major role in the separate evaluation and hard-to-evaluate attribute plays a major role in the joint evaluation. When consumers make evaluation for the process,they are not only on the base of CSR information,but also the CA information. According to evaluation hypothesis theory,CSR information could be seen as easy-to-evaluate attribute information, and CA information as hard-to-evaluate attribute information. Therefore, when consumers make separate evaluation, the main basis is CSR information;and CA information could be seen as an important impact factor for the result of evaluation during joint evaluation.And there will be preference reversal. In order to tset our study hypothesis,this article chooses experimental design method.Finally, the conclusion of the study will add to theory research;and will give many significant guidance for corporate practice,too. Theoretically, the scope of the field of consumer behavior on CSR research will not be only deepened,interpretating the meaning of corporate social responsibility from the perspective of the evaluation mode, but also applied the Western theory to the situation in China. In practice,this study could guide corporate to do scientific CSR cation,and could be effect of consumer awareness of the enterprise greatly.