Mechanism Of Corporate Social Responsibility Under Consumer Brand Impact Of Negative Information

Brands have strategic value for corporations’survival and development. It is considered as essential assets and characterized by scarcity, un-substitutable significance and hard to imitate. It has become the foundation of edge of consistent competition. However, as the popularity of Internet, countless negative information of corporations spread to consumers through Internet and this process weakens evaluation toward corporations and reduces assets of the company. Therefore, how to reduce the losses and doing such research about how brand negative information affect consumers’purchase intention after brand negative information breaking out are filled with realistic meaning.This dissertation attempts to reveal the phycological mechanism that brand negative information affects on consumers’purchase intention from two perspectives:corporations and customers. Firstly, effects that different behaviour of corporations social responsibility on consumers’purchase intention was studied when brand negative information happens; then, the regulating effect that corporate social responsibility on consumers’ purchasing intention was tested from the view of consumers’psychological traits:high-altruism and low-altruism under circumstance of brand negative information; finally, structural equation model was used to explore the path-dependency relationship that brand negative information on purchase intention of consumers, namely influence mechanism.The dissertation mainly applies the psychology experiment method and the structure equation model (SEM) to study the theme.The experiment1and experiment2, which are closely connected, regard campus students as subjects and adopt ANOVA analysis, T-test methods to check the hypothesis and deduction.In research3, structural equation model was applied to confirm the path relationship that is between brand negative information and consumer purchase intention, namely reveals the influence mechanism. The conclusion mainly including as following:firstly, the behaviour of corporate social responsibility can cut down passive impact that brand negative information has on consumers’purchase intention when it happens, no matter how extent of injury of brand negative information is, the purchase intention of customers seems no significant differences; while when corporations don’t undertake the social responsibility or they undertake social responsibility negatively, the degree of injury of brand negative information is significant negatively related to purchase intention. Meanwhile, main effect that the degree of injury of brand negative information and corporate social responsibility affect purchase intention is significant. Secondly, different levels of altruism have positive effect on consumers’purchase intention, regardless of the degree of injury of brand negative information and whether corporations fulfill their social responsibilities positively or negatively, consumers who are with high altruism, their purchase intention is higher than those with low altruism.At the same time, there is regulating effect that the extent of corporate brand negative information influences on customers’purchase intention. If consumers are characterized by low altruism, no matter whether corporations fulfill social responsibility or not, brand negative information has significant effect on customers’purchase intention; if consumers are characterized by high altruism, brand negative information has no significant effect on customers’purchase intention. Thirdly, by path analysis, the perceived negative information is significantly passively related to brand trust, while brand trust is immediately positively connected with consumers’purchase intention. Consequently, brand trust plays an important role of complete mediating effect in the path analysis.The dissertation hold the view that corporations should pay much attention to the function which corporations’ social responsibility(positive or negative) and consumers personal psychological traits(high altruism or low altruism) have on the detriment that brand negative information brings. On the one hand, corporate should undertake social responsibility; on the other hand, corporate should try to guide the attribution perception that how consumers regard the motivation of corporations’ behaviour of fulfilling social responsibility. Corporations should take various measures according to consumers’ phycological traits to maintain and improve consumers’purchase intention. The last thing, when negative information breaking out, corporations’ principal task is to take action to restore brand trust from consumers to make the influence that caused by brand negative information to minimum.