The Research Of Consumer Behavior Under The Promotion With Corporate Social Value Placement

Recently, because of the increasingly homogenized market competition andincreasingly dull the consumers’ responses to traditional promotion styles have been, anincreasing number of enterprises combine the principle of social responsibilities withtraditional promotion, hoping to establish good image of social responsibility to attract andretain customers. However, the existing literature has not yet defined this kind ofpromotion specifically and exclusively. Thus, this paper defines this promotion style,which includes economic value information and social value information simultaneously,as corporate social responsibility implanted promotion style.Starting from the research of characteristics of consumers’ shopping style, the papersubdivides consumers based on shopping style, while studying the differences ofconsumers’ shopping decision-making between the east and west area of China, thoughquestionnaire survey using CSI scale. About the research of how corporate social valueimplanted promotion influences consumers, this paper choose the economic value andsocial value in the shampoo promotion, to study the value perception and purchaseintention of consumers. Moreover, the paper designed an experiment, which consists of anexploratory formula:2(discount/retail price)*2(social charity/no social charity), to studyconsumers’ reaction to the promotion style that includes social value information.Therefore, it is important to explore the mechanism of how economic value informationand social value information influence consumers’ perceived value and purchase intention.Based on the above experiment, the paper subdivides consumers by combining shoppingdecision-making styles, and then chooses the value-pursuit consumers, who have thisunique shopping style in China, as the objects of the research to study this kind ofconsumers’ reaction to the promotion style, which includes both business nature and socialwelfare nature, and thus to verify and complement the above impact mechanism.Based on the above experiment, the paper subdivides consumers by combiningshopping decision-making styles, and then chooses the value-pursuit consumers, who havethis unique shopping style in China, as the objects of the research to study this kind of consumers’ reaction to the promotion style, which includes both business nature and socialwelfare nature, and thus to verify and complement the above impact mechanism. Throughthe research, the paper found that the economic value information influences consumersmore than the social value information in the promotion. The impact of social valueinformation to purchase intention will reveal only when the difference of economic valueis not significant. Moreover, for the value-pursuit consumers, the economic value is moreimportant for decision-making. And thus the impact of social value implanted promotionstyle will be further reduced.