Study On The Relationship Of Core Csr Behavior,Reputation Capital Accumulation And Buying Intentions

As an important issue that cannot be neglected in the development of company, CSR has been widespread concerned. Domestic and foreign scholars have already carried on theoretical research of its content around the concept, connotation and hierarchy. The implementation of corporate social responsibility in our country is not very well; particularly the food safety events occur frequently caused a crisis of consumer faith. After the melamine scandal of Sanlu,"corporate social responsibility" has been known by public quickly, and consumers pay more attention to corporate’s social responsibility actions. More and more companies start to convey the decision and action signal of social responsibility in the form of social responsibility report, the importance of CSR increased.The lack of social responsibility in dairy industry is closely related to people’s daily life. Social responsibility commitment is critical to the sustainable development of the dairy industry, and it’s also an important factor in consumer buying intentions. This situation require the dairy industry to make the appropriate adjustments for the implementation of social responsibility’s core content, accumulate reputation capital to get the psychological identity of the consumer, thereby strengthening the consumers’buying intentions. Therefore, study on the relationship among enterprise’s core social responsibility, reputation capital, and consumers’ buying intentions has great theoretical and practical significance for the long-term development of dairy industry.The study on the case of dairy companies set reputation capital as the mediate variable. In order to help dairy enterprises finding the solution of issues related to social responsibility in marketing management, the study make empirical research on whether consumers’buying intentions are under the influence of corporate social responsibility’s implementation, and the role reputation capital played to the effects mentioned above. This study focused on clearing the relationship among core social responsibility, reputation capital and consumers’buying intentions, in order to understand the specific influence mechanism between each other.On the basis of previous literature, the study select products and services, customer informed, workers’ rights and environmental protection responsibility as four dimensions of core corporate social responsibility, refine two dimensions of reputation capital, namely cognitive reputation capital and affective reputation capital. The research model consists of four components:the independent variable ("core corporate social responsibility" and its dimensions), the mediate variable ("reputation capital" and its dimensions), the dependent variable ("consumers’buying intentions") and control variables (consumer’s gender, age, education and business individuals).Through a small sample of pre-tested, the study made amendments to the measuring questions and ultimately leads to a formal questionnaire. After analysis of data derived from the questionnaire, the results of this study are as follows:(1) The four dimensions of core corporate social responsibility have different influence on reputation capital. Workers’rights, products and services, customer informed and environmental protection responsibility positively affect the accumulation of cognitive reputation capital, and the extents are weaken in turn. While except environmental protection responsibility, all the other three dimensions have positive effect on the accumulation of affective reputation capital. The impact extent from high to low in order is products and services, customer informed and workers’ rights responsibility. By comparison, the core corporate social responsibility has more effect on cognitive reputation capital.(2) Both cognitive reputation capital and affective reputation capital have positive effect on customers’buying intentions. By comparison, affective reputation capital has more effect on buying intentions.(3) The four dimensions of core corporate social responsibility positively affect customers’ buying intentions. The impact extent from high to low in order is products and services, workers’ rights, customer informed and environmental protection responsibility.(4) Core corporate social responsibilities positively affect customers’ buying intentions. On the one hand, it is because of workers’ rights and environmental protection responsibility affect customers’ buying intentions through cognitive reputation capital, products and services and customer informed responsibility affect buying intentions directly. On the other hand, it is because of products and services and customer informed responsibility affect customers’ buying intentions through affective reputation capital, workers’ rights and environmental protection responsibility affect buying intentions directly. The situations above are caused by the mediating role reputation capital played in these relations.(5) By variance analysis of control variables, the study finds that consumers’different gender would have significant differences in products and services, customer informed responsibility, affective reputation capital and buying intentions, while have no significant difference in workers’ rights, environmental protection responsibility and cognitive reputation capital. Consumers’ different age would have significant differences in products and services, workers’ rights and environmental protection responsibility, while have no significant difference in customer informed responsibility, reputation capital and buying intentions. There is no significant difference in reputation capital, buying intentions and core corporate social responsibilities except customer informed responsibility when consumers’ education is different.On the basis of results discussion and analysis, the management suggestions to implementation of core corporate social responsibility and accumulation of reputation capital for dairy companies are as follows:(1) Promoting the implementation of core social responsibility, to enhance consumers’buying intentions.(2) Pay more attention to the accumulation of reputation capital, in order to influence consumers’purchase decisions.(3) Concerning about the behavior of core social responsibility, accelerating the accumulation of reputation capital.(4) Promoting the implementation of social responsibility strategies, improving the construction of management system.(5) Strengthening the sense of core social responsibility, enhancing the extent of consumers’ perception.Limited by the author’s research capabilities, as well as constraints of objective conditions, there is a few of shortages that need to be overcome and improved. At the end of this study, the shortage is summarized and further research work is outlooked.