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

After the middle of the20th century, some western countries enterprises haveundertake social responsibility actively. But some domestic enterprises are lack ofsense of social responsibility, a few of them are reluctant to consciously fulfill socialresponsibility, what caused serious adverse event such as "poisonous milk powder".What caused enterprises paid a greatly aggrieved price, also let a blow at the society.Then, corporate social responsibility problem caused a wide attention in society. Thispaper study the relationship between the corporate social responsibility andconsumer purchase intention.First of all, this paper collects the published articles at home and abroad,reviews and summarizes the corporate social responsibility theory research status,and summarizes the research contents and research methods. From the corporatesocial responsibility theory, paper elaborate and analyze the consumers related tocorporate social responsibility theory. Secondly, we divide the corporate socialresponsibility into six aspects and build a model. Thirdly, consumers from the largeshopping malls in Heilongjiang province are our research object, building a corporatesocial responsibility performance influence on consumer purchase intention, andusing SPSS17.0statistical software to descriptive analysis, reliability analysis andvalidity analysis, and model validation withAMOS.We hope that through the analysis of the structural equation model ofWandashan enterprise, we can explore the mechanism of the performance onconsumer purchase intention, hoping that Wandashan enterprise will be more activein the activities of social responsibility.