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

With the development of urbanization process, the real estate industry as the pillar industry of the social and economic development, has become the main force of Chinese enterprises. In the process of the growth of the real estate enterprises, how to fulfill corporate social responsibility has become the common concern topic of the academic community and the public. Based on this background, this paper studies the impact of corporate social responsibility on consumers purchase intention, to explore the relationship between the two variables,in order to promote the real estate enterprises to fulfill social responsibility, and then to make a sustainable and healthy development of the real estate industry.Firstly, this paper discusses the research background, research significance and research status at island and abroad, defines the specific content and research methods,explains the concepts and theories involved in the text, provides the theoretical basis for the whole research.Secondly,based on the unique characteristics of consumer behavior and the real estate enterprises, according to the theory of corporate social responsibility, the theory of rational behavior(TRA), construct a model that contains corporate social responsibility of the real estate enterprises and the consumer purchase intention, and proposes the related research hypotheses. According to the previous research results, combined with the unique nature of the real estate enterprise, this paper designed the measurement scale.Thirdly,this paper conducts empirical research,uses SPSS17.0 and AMOS17.0software to analysis the impact of real estate corporate social responsibility on consumer purchase intention model,verify the directly influence and profile influence of real estate corporate social responsibility on consumer purchase intention, and verify the regulation of the manipulated variable.Finally, based on empirical analysis results, real estate corporate social responsibility impacts on consumer purchase intention model through consumer attitudes and subjectivenorms,this paper promotes recommendations from the government, real estate and consumer to better manage the real estate corporate social responsibility.