A Study Of CSR,Social Reputation And Consumer Purchase Intention Of Mother&baby Product

With the gradually in-depth economic system reform in China,Chinese e-commerce industry has entered a period of rapid development.Online retail industry enterprise's performance is particularly outstanding.Within a few years,it has occupied half of the e-commerce industry.But at the same time,the online retail industry is also plagued by problems.In particular,it is the lack of corporate social responsibility.In a new round of competition,corporate social responsibility will be a key step of optimizing enterprise marketing mode and upgrading enterprise marketing strategy,and also will become the important way to connect consumers and businesses.This research is based on the mother and baby products consumer,and focuses on the relationship of social responsibility,social reputation of online retail enterprises with consumer purchasing tendency.This dissertation takes Jingdong Mall as the research sample,and the investigation object will be specific to the consumer group of mother and baby products.The main research content of this study is the social responsibility,corporate social reputation and purchasing tendency in a random selection of 200 maternal and baby products consumers.Through the research of model and the design and distribution of questionnaires,and also the empirical analysis of the collected data,from the perspective of consumers of maternal and infant products the aim of this research is to study the influence of corporate social responsibility and social reputation on consumer purchasing tendency.This dissertation uses literature review,questionnaire survey,empirical analysis and other methods.On the basis of the theory of corporate social responsibility,social reputation and consumer purchasing tendency,the relationship model was constructed,and the data was collected by questionnaire.Then,according to the empirical research results,it mainly analyzed the relationship of f e-commerce enterprises' social responsibility,social reputation with consumer purchasing tendency.In this dissertation,through empirical research,it can be found that corporate social responsibility and corporate social reputation have positive influence on consumers' purchasing tendency.Finally,according to the above research conclusion,the aim is to puts forward some suggestions and advice on management improvement of Jingdong Mall,so as to make it more aware of consumers' psychological activities and behavioral tendencies,which will play a significant role in its future management and operation.