Research On CSR Under The Consumer Perspective Affecting Customer Fit

Now the economic development is very rapid, there will also be more and more competition between enterprises, the degree of product homogeneity is more and more high, consumers as the most important stakeholders in the firm, their behaviors can directly affect the enterprise performance, companies undertaking the social responsibility should also be taken attention, in order to gain enterprise competitive advantage and strategic marketing benefits. Types of today’s customer behavior and influence are undergoing tremendous changes, customer behavior is no longer limited to the single purchase behavior, word-of-mouth and recommend it to others, help other customers, the use of social media and other acts also affect the enterprise and the effects can not be ignored. Thus, the accord with customer fit behaviors, in other words, the consumer except the behavior of the interaction between the purchase of products with the enterprise or brand. Customer fit behavior from the deep level can increase the old customer consumption, bring in new customers,no doubt can bring huge profits to the enterprise space. This paper in reference on the basis of the researchs of the earlier scholars, based on the perspective of consumers, corporate social responsibility to consumers were dividing dimensions( the quality of the products, services, maintenance consumer rights),introducing corporate reputation( cognitive and emotional),customer trust( goodwill and credibility) as an intermediary variable, using SPSS17.0 software, correlation analysis and than regression analysis among the variables, finally draws the conclusion:corporate social responsibility from the perspective of consumers on customer fit behavior has a positive effect.Finally proposed to enhance the enterprise to consumers’ awareness of social responsibility and behavior measures, in order to cause the enterprises’ attention and all sectors of society.