Exploring The Influence Of Perceived Csr On Consumer's Purchase Intention Based On Egoistic Motivation Attribution

In recent years,with the continuous emphasis on corporate social responsibility(CSR),many results have been achieved on the research of CSR.Many scholars have confirmed that CSR has a positive impact on consumer's purchase intention.Consumers will attribute the CSR and determine their purchase intention according to their own perception.In contrast to the current researches on CSR and attribution theory,most of them are based on the individual's perspective,which leads to the conclusions that different attribution leads to different consumer behavior.According to the famous persuasion knowledge model,the consumer's assessments of CSR are confined to the enterprise information and search related information actively,the industry level of social responsibility provide consumers more diversified information to help consumers understand to make decision.This study is based on the attribution theory,focusing on the specific level of social responsibility of the industry,to explore the role of the consumer's perceived CSR to their purchase intention after the consumer made self-serving attribution of CSR.This paper has established the research framework and hypothesis based on the a lot of literature review.Taking the daily chemical industry as the research object,aiming at the specific level of the CSR,this paper discusses the influence of the consumer to the perceived CSR,after the consumer making self-attribution of CSR.This paper has designed three laboratory experiments: the first experiment is used to verify the positive effect of perceived CSR on consumer's purchase intention;in the second study,on the basis of the first experiment,the industry social responsibility level is introduced to design a “2(industry social responsibility level: high,low)* 2(perception of CSR: high and low)” between-subjects experiment.Moreover,in the case of self-serving attribution,we draw the conclusion that the consumers present stronger purchase intention for those companies which insist on performing the social responsibility when the level of the CSR is low.Perceived risks are introduced in the third experiment based on the second experiment.8 between-subjects experiments with “2(industry social responsibility level: high,low)* 2(perception of CSR: high and low)*2(Perceived risks: high and low)” are designed.The conclusion indicates that the interaction between the industry social responsibility level and the perception of corporate social responsibility is distinct,which means perceived risks act a role of regulating action between the perception of CSR and consumers' purchase intention.Hence,considering the background of low credibility in China,the consumers would not resist the products or service of the company absolutely after the self-serving attribution.This phenomenon has instructive significance for the company to establish the social responsibility strategy and marketing strategy.In detail,when the competitive company own a negative attitude toward CSR,the motivation of the company to perform CSR is not so important.The consumers pay more attention to whether the company pay more efforts to CSR.Hence,the company should lay stress on the consumers' mind,perform the CSR actively and establish the distinct CSR strategy to gain competitive advantages.The innovation of this study is that we have analyzed the influence of industry social responsibility and perceived CSR on the consumers' purchase intention.Moreover,a further analysis has been made to demonstrate the regulating action of perceived risks between CSR and the consumers purchase intention.The research perspective get refined and the theory get enriched in the field of the Corporate Social Responsibility.The shortcomings of this paper are also analyzed in the ending of this paper and the research prospect is also proposed.