The Impact Of The Fit Of Corporate Reputation And Corporate Social Responsibility On Consumer Purchase Intention

Both of corporate reputation and corporate social responsibility can impact the consumers’behaviors and intentions, corporate social responsibility is one of the research focuses in recent years. Scholars generally use corporate reputation as an intermediary variable to study the impact of corporate social responsibility on consumer purchase intention. There is little study of the fit of the corporate reputation and corporate social responsibility at home and broad, this paper focuses on this point of view.Firstly, this paper reviews the theory of corporate reputation and corporate social responsibility thoroughly, and relationship between corporate reputation, corporate social responsibility and consumer purchase intention. On the basis of theory review, this paper puts forward our research model and assumptions. According to mature Scale and research methods at home and broad, combined with expert interviews and small-sample test, this paper designs questionnaires and experiments. This paper uses SPSS18.0to carry out questionnaire reliability analysis, validity analysis, factor analysis, correlation analysis and multiple regression analysis towards the data of the survey questionnaire. Simultaneously, this paper uses SPSS18.0to carry out reliability analysis, means comparison and the single-factor analysis of variance towards the data of experiments.This paper tests the theoretical model and assumptions, and infers following conclusions:Firstly, both corporate reputation and corporate social responsibility impacts on consumer purchase intention positively. And the impacts of corporate reputation on consumer purchase intention stronger than that of corporate social responsibility on consumer purchase intention. Secondly, corporate social responsibility impacts on corporate reputation positively. Thirdly, impacts of different fits of corporate reputation and corporate social responsibility on consumer purchase intention are different. When corporate reputation is high, the high level of corporate social responsibility on consumer purchase intention effects no further, but there is significant negative impact of low level of corporate social responsibility on consumer purchase intention. When corporate reputation is low, there is significant positive impact of high level of corporate social responsibility on consumer purchase intention, but there is no further impact of low level of corporate social responsibility on consumer purchase intention. This paper further confirms the impact of corporate reputation and corporate social responsibility on consumers’ behaviors and intentions thorough the study of the fit of corporate reputation and corporate social responsibility on consumer purchase intention, and promotes the development of the field theory. The relevant recommendations based on the results of this study can help corporate carry out business practice.