The Study On Mechanism Of Corporate Social Responsibility On Purchase Intention

Under the trend of rapid economic development, the demand market has turned from sellers’ market into buyers’market. Consumers grasp the initiative at every stage, and it can’t provide enough power for the long-term development of the enterprise only by the emphasis on the product quality. It is because of that consumers hope the enterprise to give back to society that puts forward an objective requirement for the enterprise bear the social responsibility. Enterprise’taking social responsibilities positively will improve consumers’ sense of identity to enterprise and enhance consumers’willingness to buy related products. Based on this, this paper mainly discusses the relationships between enterprise social responsibility, consumer-company identification and willingness to buy, and it deeply explores the moderating effect of self-construction between willingness to buy and enterprise social responsibility. This study can provide helpful supplement for relevant theoretical research of enterprise social responsibility, meanwhile, it can help enterprises to improve the social reputation and enhance market competitiveness, therefore, this paper has a certain theoretical and practical significance.This study firstly set the research proposition and theoretical framework through literature review, then used the method of questionnaire for data collection and demonstrated the assumption through empirical analysis. It is found that enterprise social responsibility has a positive influence on consumers’willingness to buy, and consumer-company identification plays a mediating role between the two. Moreover, forms of consumer self-construction have a regulating effect in the influence of enterprise social responsibility on consumers’ willingness to buy. Specifically, it is because dependent self-construction consumers focus on the harmony of society and properties that they pay more attention to enterprises’ responsibility behaviors, which means enterprises undertaking social responsibilities can significantly promote consumers’willingness to buy the related goods. Independent self-construction consumers focus on their uniqueness, so these consumers rarely take enterprise social responsibility into account when making purchase decisions.