The Research Of The Impact Of Consumers’ Perceptions Of Corporate Social Responsibility On Purchase Intention

Since the middle of20th century, some Western enterprises have begun to activelytake all kinds of social responsibility. Gradually CSR (Corporate Social Responsibility)problem caused extensive attention in the society. Western scholars have earlier researchon the CSR problem. In the relationship of CSR and enterprise performance under thecondition of not clear, many scholars began to turn to research the relationship betweenCorporate Social Responsibility and the consumers purchase intention.Based on present research of scholars at home and abroad, the impact ofconsumers’ perceptions of corporate social responsibility on consumer purchaseintention embedded in consumer-company identification and consumer CSR-CAbeliefs (consumers’ beliefs about the relationship between CSR and a company’sability to make quality products). College students and consumers access to a largeshopping mall are selected as a research object. By domestic consumer understandingand awareness of corporate social responsibility, corporate social responsibility isdivided into six aspects, and the paper builds a theoretical model that consumers’perceptions of corporate social responsibility has affected consumer purchaseintention, explores how consumers’ perceptions of corporate social responsibilityaffects consumer purchase intention by consumer-company identification. Therelationship between consumers’ perceptions of corporate social responsibility andconsumer purchase intention will be moderated by consumer CSR-CA beliefs.According to the theoretical model, the paper proposes corresponding hypothesis.To test and analyze the conceptual model and research assumption, use theSPSS16.0statistical analysis software do reliability analysis, factor analysis,correlation analysis and regression analysis and other empirical analysis. Throughempirical research, the results display:(1) Six aspects of corporate socialresponsibility have direct significant impact on consumer purchase intention.(2) Sixaspects of corporate social responsibility have direct significant impact onconsumer-company identification.(3) Consumer-company identification has direct significant impact on consumer purchase intention.(4) Consumer CSR-CA beliefsdon’t moderate the relationship that corporate social responsibility has effectedconsumer-company identification.This study has analyzed the impact of consumers’ perceptions of corporate socialresponsibility on consumer-company identification and consumer purchase intention,and exploratory research shows that consumer-company identification play partmediating role in the impact of consumers’ perceptions of corporate socialresponsibility on consumer purchase intention. Deepen the study of the impactcorporate social responsibility on consumer purchase intention. Based on the researchresults, the paper has proposed the management recommendations, concludes someshortcoming in the research process, at the end of this paper, we suggest some issuesshould to do in the future research.