A Empirical Research On How The Corporate Social Responsibility Influence The Consumer Purchase Intention

Corporate social responsibility is that corporate should be responsible for employees, consumers, community and environmental except it is busy in creating profits for shareholders, and bearing legal responsibility. It has increasingly drawn people’s attention with the development of economy since a American scholars called Sheldon put forward corporate social responsibility in the1920s.Especially since the1980s, corporate social responsibility movement of rapid development has led consumers to concern corporate form a single product or service quality, to the quality of products, the environment, occupational health, labor protection and so on. Many multinational companies promise to undertake the necessary social responsibility, for example some corporate are making certification about the environment, health, social responsibility, in order to adapt to the needs of the globalization and the reform of sustainable development.Generally, corporate would consider its cost-benefit principle when it is tending to doing something. So it is as Corporate Social Responsibility. Consumer is one of stakeholders; their feedback on CSR will promote its enthusiasm on taking part in Corporate Social Responsibility. Especially in the market form "the seller’s market" to "the buyer’s market", the product homogeneity is serious today, it is the question enterprise must consider that how to win customers. Therefore, consumers’ support of corporate society responsibility by buying will actively promote the enterprise to perform social responsibility. This article conducts the relationship between the consumers and Corporate Social Responsibility, and doing In-depth study.In the process of summering related theory, the author found that the research of CSR is popular topic; the domestic and foreign scholars had studied more. In the study, we will learn:most studies focused on the aspect of theory, the empirical research are less; Study of the relationship alone more, and the mechanism of the study is less; Research of the enterprise overall level is more, and the study in the light of consumer view is less. Therefore, the author choose corporate reputation as intermediate variable to researching customers purchase intention and corporate social responsibility based on the consumer’s perspective, the author established the theory model between Corporate Social Responsibility and customers purchase intention under Chinese background, selects household electrical appliance industry and food and beverage industry as the research object to study.The results of the study show that:consumers do not take attention on the whole content of corporate social responsibility, they focus on corporate social responsibilities to consumer oneself, the community and environmental responsibility; Corporate Social Responsibility has positive influence on the corporate reputation; Good company reputation has a positive influence on consumers’ purchasing; In addition, corporate social responsibility not only have indirect effects on consumers’ intention to buy by reputation Intermediary effect, but also has direct effects to consumer.