Research On The Effect Of Corporate Social Responsibility On Consumer Purchase Intention

Along with the economic development and improve people's quality,corporate social responsibility not only by the attention of the academic and business circles,also caused the important stakeholder groups-consumer attention,a serious and responsible consumer market is being formed.It is of great significance for the enterprises to carry out the social responsibility activities in order to explore the influence of CSR on consumer purchasing intention.Many studies have shown that there is a significant positive correlation between corporate social responsibility and consumer purchase intention.However,some investigations show that the relationship between corporate social responsibility and consumer purchase intention is not always direct and obvious.According to the theory of social identity and self categorization,in order to meet the needs of self definition,consumers tend to choose a high degree of consistency with their own values.Consumer company identification is a measure of matching degree of consumer self concept and enterprise belief,expression between consumers and businesses of emotional contact,once the consumer business to produce identity will be psychologically attached to enterprises,concerned about the enterprise and products,and buy and recommend to others a sense of responsibility.Corporate social responsibility is the main way to understand the consumer enterprise belief,so to explore the relationship of corporate social responsibility,consumer identification and consumer purchase intention,research significance to supplement and perfect the corporate social responsibility and the identity of the major.Based on the related literature found that consumers' personal characteristics play an important role in thestudy,but less research,the altruistic tendency of the moral qualities of consumers into the framework,discusses its influence on consumers in the corporate social responsibility.Firstly,based on a lot of reading,the development history and current situation of each variable are summed up and reviewed;according to the relevant theory and research the relationship between the variables,the theoretical framework and research hypothesis.Secondly,on the basis of literature review,questionnaire investigation and demonstration,to explore the impact of consumers from the perspective of CSR and the different dimensions of the consumer purchase intention based on the regulatory role to play the intermediary role of corporate identity and consumer and consumer altruistic tendency.Through the online survey,272 valid questionnaires were collected,using SPSS20.0 data analysis,draw the following conclusions: corporate social responsibility and its dimensions can significantly improve the consumer purchase intention;some intermediary role to play an important influence consumer company identification on consumer purchase intention in corporate social responsibility,corporate social responsibility will increase consumers identification of enterprises and improve the consumer purchase intention;consumer altruism tend to moderate the influence of social responsibility activities on the part of consumer company identification,that is not all social responsibility activities can significantly improve the degree of consumer recognition of enterprises.In the end,the author puts forward some suggestions on the research results and conclusions,and puts forward some ideas for future research.The internal mechanism of corporate social responsibility to explore the impact on consumer purchase intention,on the one hand enrich the theory of corporate social responsibility and social identity theory,on the other hand to guide the practice of enterprise management,enterprise social responsibility activities shouldbe reasonable planning of the enterprise,take reasonable and effective way to win consumer identification,improve consumer purchase intention.We hope that the enterprise can make the best use of its own interests and social welfare to maximize the utility of decision-making,but also look forward to businesses and consumers to achieve good interaction to promote the development of a serious and responsible market.