A Study On Impact Of Multinational Retail Corporate Social Responsibility In China On Consumer Loyalty

With the development of economic globalization, More and more multinational corporate are entering Chinese emerging market. In face of all kinds of competition, multinational corporation in china must pay attention to corporate social responsibility(CSR), make it rise to the level of strategic enterprise management, and applied to the marketing practice, in order to gain competitive advantage and market interests. In recent years, multinational corporation in china CSR problems appear frequently, coupled with chinese consumers continuously improving the CSR Consciousness, multinational corporation in china have to face the double chanllenges. At the same time, CSR of retail enterprise involves all aspects of stakeholders, such as economic, safety, quality of life issues, which has the characteristics of complexity and pivotability. How to improve their own level of fulfilling social responsibility, enhance the consumer loyalty and lead the local enterprises, which is an important issue to multinational corporation in china.In the context of CSR of multinational Retailer in china,this paper discusses the relationship between CSR and consumer loyalty from the perspective of consumer. Based on a review of related research. Make a framework which is followed the way of “CSR of multinational retailer in china—consumer cooperate identification—consumer loyalty”,and add the individual consumer characteristics, as Moderator variable. Then,paper designed the surveys,maked empirical analysis based on the data collected, verified the hypothesis proposed in this paper finally revealsed managerial implications and wishes.The research draws mainly the following conclusion:(1) Confirmed CSR of multinational corporation in china have positive influence on consumers loyalty;(2) Consumer company identification as the intermediary variable of this study, mediates the effect of CSR of multinational Retailer in china on consumers loyalty;(3)In individual consumer characteristics, CSR-support positively moderates the relationship between CSR of multinational Retailer in china and consumers loyalty to a certain extent; consumer ethnocentrism also positively moderate the relationship between CSR of multinational corporation in china and consumers loyalty.