Research On The Impact On Consumer's Perceptions Of Corporate Social Responsibilty On Purchase Intention

Since the reform and opening,With China's overall economic strength and to enhance corporate own ability, people are paying attention to the enterprise economic responsibility at the same time also gradually increased the attention to social responsibility.Companies also hopes to fulfill social responsibility to strengthen the contact between the consumer, to strive for greater market share and long-term performance.For consumers, for their part, the final purchase behavior and purchase intention tend to reflect the evaluation of enterprise behavior.And the influence of corporate social responsibility behavior of consumers often by the consumers' own perception of corporate social responsibility, motivation attribution, their own cultural quality as well as the moral behavior is determined by such factors as the support degree.Therefore research on corporate social responsibility, focusing on consumer perceptions of the influence of the consumer has important theoretical and practical significance.This papper based on the related theory as corporate social responsibility,consumers attribution,corporate reputation, service quality and level of consumer support for corporate social responsibility.Using lots of research methods such as literature study, questionnaire, and the combination of theory and empirical,Investigates the corporate social responsibility perceptions of consumer purchase intention model.First of all, in the form of questionnaire survey to get the basic data what we need,Second use measurement software such as SPSS.19 to empirical analysis,finally to study the impact on consumer's perceptions of Corporate Social Responsibilty on purchase intention.The results showed that:(1)Altruism attribution of consumer to corporate social responsibility behavior will promote the consumers' perception,and consumers perceive the more corporate social responsibility behavior will promote the promotion enterprise's reputation,among them,the consumer's perception of the legal responsibility of the enterprise is most obvious and economic responsibility no significant impact on corporate reputation.(2)The reputation of the enterprise will be positive to promote consumer purchase intention and Consumers' perception of corporate social responsibility will directly promote the growth of purchase intention.(3)Consumer support for corporate social responsibility level and service quality in the whole operation system has played a certain positive adjustment.In this paper, aiming at the shortcomings of the existing research, starting from the research angle of view of consumer behavior, constructed the corporate social responsibility awareness of the mechanism of action of consumers purchase intention theory, thus a more comprehensive analysis of the enterprise to fulfill the importance of social responsibility to improve its performance.In addition, this article will also corporate reputation as the intermediary variables into the research model, compared with other literature only to corporate reputation as the independent variables affect enterprise performance, this study can be more complete way of observing the effect of corporate social responsibility, to form a more scientific empirical results.