A Study Of The Impact Of Tobacco Corporate Social Responsibility On Consumers' Purchase Intention

Along with the rapid development of the reform and opening up 30 years,tobacco enterprise made positive contributions to many aspects,such as the national finance income,tobacco farmers out of poverty to get rich,increase employment of cigarette retail customer as well as charity,disaster relief,education support,energy conservation and environmental protection.With the improvement of people's health and environmental protection consciousness,the commodity characteristics of tobacco products,and health to the body harm,caused the discussion of the tobacco enterprise society responsibility.In this background,this paper chose the topic of the tobacco enterprise society responsibility on consumer purchase intention,firstly summarizes the research object of this topic,related literature and research subjects,understand the research status and existing research literature on intention of corporate social responsibility,corporate reputation and consumers' purchase intention,then the research hypothesis the relationship between the three variables on the basis of the existing theory,and designed a questionnaire on tobacco corporate social responsibility impact on consumers purchase intention,conducted a survey on social ordinary residents as the main groups.Finally,according to the relationship model of tobacco enterprise social responsibility,corporate reputation and consumer purchase intention of the three latent variables,analysis the reliability,validity,correlation and regression by SPSS software,the research tries to influence the consumer purchase intention is directly affected by the tobacco enterprise social responsibility,corporate social responsibility is through the corporate reputation indirectly influence the consumer purchase intention.In this paper,we study the relationship between corporate social responsibility and consumer purchase intention through theoretical research,hypothesis research and empirical analysis,it provides a direction to promote tobacco enterprise bear the social responsibility actively and improve tobacco enterprise's competitive advantage.