A Study On The Impact Of Corporate Social Responsibility On Consumers’Purchase Intention

In recent years, China’s rapid economic development, there have been a lot of violation of business ethics issues, such as "Melamine" incident,"Waste oil" incident,"Sudan red" events, etc., was really shocking, and startling the harm to consumersis immeasurable. In the electronics industry, there are also many such phenomena, such as Foxconn in January2010to June period, a total of13young Foxconn workers jumped to the end of their choice of life; Hewlett-Packard experienced customer service recording exposure, after quality events, recall storm cockroaches, its user satisfaction and trust in the Chinese market has been a huge challenge; Motorola layoffs storm in China; Nokia’s new product advertising fraud, and so on. The crisis is really shocking, indicating that these electronics companies, employees, consumers, the environment or society does not fulfill social responsibilities, the harm is immeasurable. So many bad phenomenons indicate that many businesses still lack social responsibility, this problem is very urgent. According to the status of domestic research on corporate social responsibility and consumer research is still lacking, it is necessary to make more empirical research, more in-depth and detailed analysis of the impact. It is in this background, this paper draw lessons from western advanced research theory, combined with China’s specific national conditions, to explore the influence of corporate social responsibility on consumer purchase intention.In this paper, after review a large number of Chinese and foreign literature, according to the theory of corporate social responsibility, consumer behavior theory(CB) and the theory of rational behavior (TRA), started the research of this topic.Based on the index system of corporate social responsibility, the main reference Carrollput forward four hierarchical model of corporate social responsibility and the stakeholder theory, selection of consumers feel the deepest and the most popular corporate social responsibility behavior: protect consumers’ rights and interests, safeguard the rights and interests of employees, environmental protection, charity as the four core dimensions of corporate social responsibility as the independent variables. And introduce the theory of rational behavior, the subjective norms and attitudes of consumers as the intermediary variable; Consumers purchase intention as dependent variable. And put forward the research hypothesis, and then according to the theory of hypothesis to build model. Using the statistical software SPSS19to analyze data, and according to relevant data, analysis of different corporate social responsibility dimensions directly impact on the consumer purchase intention, and through the intervening variable indirect impact on consumer purchase intentions, and test the hypothesis. According to the results of data analysis, this paper get the following conclusion: corporate social responsibility has a direct positive influence on consumer purchase intention, four dimensions of the influence from strong to weak, in turn, is to protect consumers’ rights and interests, to protect the environment, safeguard the rights and interests of employees, charity; Intermediary variable consumers’ subjective norm, consumers’ attitudes in corporate social responsibility on consumer purchase intention have a mediation effect.This paper is from the psychological factors of consumer attitudes and subjective norms, in-depth analysis of the social responsibility of the enterprise to perform different types different influence on consumer purchase intention.The results of the study can make the enterprise to realize consumers to fulfill the social responsibility of the enterprise value, a deeper understanding of the consumer response to the business performance of the different dimensions of social responsibility. Consumer is the most important stakeholders, is the most can directly affect the corporate performance.When enterprises recognize bear the social responsibility may affect consumers’ intention to buy, in turn, will affect the sales, they will more actively to fulfill social responsibility. At the same time, this study also more targeted for the enterprise management and marketing strategy, a more reasonable allocation of resources, more efficient to perform the social responsibility to provide a reference basis.