An Empirical Study On The Relationship Between Supply Chain Core Csir, Corporate Remedy Strategy And Consumer Purchasing Intention

As the economic construction achieved splendid harvest, Chinese corporate social responsibility practice is still disappointing, excessive food additives, counterfeited products are frequently reported. Academically, the positive effect between corporate social responsibility and consumer purchasing intention has already reached an agreement, however, corporate social irresponsibility is limited to qualitative and fragmentary discussion which is worthy further study. In this paper, four question need to be discussed:(1) Why does food supply chain always have corporate social irresponsible problems; (2) Which part is the most prone to CSIR on food supply chain; (3) How to transmit the negative effect of supply chain core CSIR; (4) What is the influence mechanism from supply chain core CSIR to consumer purchasing intention.This study at first explore the concept of three variables:supply chain core CSIR, corporate remedy strategy, consumer purchasing intention.Based on core stakeholder perspective, this paper divided supply chain core CSIR into four types:partner irresponsibility, employee irresponsibility, consumer irresponsibility and supplier irresponsibility. Secondly, this research proposes the possible relationship between supply chain core CSIR and consumer purchasing intention from the practical view, and uses "stimulus-responses" model to analyze the internal impact mechanism between independent variable and dependent variable. And then introduce the concept of corporate remedy strategy, establishing a connect from organizational behavior to individual decision making, analyzing corporate remedy strategy’s mediating effect and consumer responsibility consciousness’moderating effect. At meantime, this study uses the "melamine" CSIR event which was happened in 2008 as a case to tentatively verify the model.This paper gets a number of 658 valid samples for empirical test, and finally obtains three main conclusions:(1) Supply chain core corporate social irresponsibility has a significant negative impact on consumer purchasing intention, and according to the influence degree four subdivision dimensions of CSIR are ranked as followed:consumer irresponsibility, supplier irresponsibility, partner irresponsibility and employee irresponsibility.(2) Corporate remedy strategy and its subdivision dimensions (remedy attitude, remedy speed, remedy degree) all have a positive impact on consumer purchasing intention, and remedy attitude has the most significant effect. What’s more, corporate remedy strategy is partially mediating the relationship between supply chain core CSIR and consumer purchasing intention.(3) Consumer responsibility consciousness has a positive moderating effect on the relationship between supply chain core CSIR and consumer purchasing intention. The stronger consumer responsibility consciousness is, the more significant negative impact between supply chain core CSIR and consumer purchasing intention is.This research has a certain theoretical and practical value by revealing the relationship mechanism between supply chain core CSIR and consumer purchasing intention, under the function of corporate remedy strategy, consumer purchasing intention and other factors. On the basis of obtained conclusions, this paper puts forward several management inspirations from the internal and external perspective in order to have a further study on CSIR:(1) pay attention to CSR fulfillment, improve the corporate internal preventing and controlling ability; (2) enhance consumer responsibility consciousness, strengthen the external supervision; (3) carry out proactive communication to promote consumer purchasing intention; (4) create a harmonious responsible supply chain by social multiple-agent cooperation.Due to the subjective and objective limitations, this study still needs to be improved. In the last chapter of this paper, the author summarizes deficiencies of current research and points out the future research direction and content.