An Empirical Study Of The Impact Of Corporate Social Responsibility On Customer Citizenship Behavior

Nowadays,the performance of corporate social responsibility has become an important core factor for consumers to judge the operation of enterprises,which not only causing a number of academic scholars to conduct amounts of theoretical and empirical research,but also attaching great concern and attention of the community in practice.Changing the original slogan into a practical behavior of enterprise,the transforming of which could make an impact on the response of market and consumer behavior.Consumer behavior is of great significance to the development of enterprises.Customer citizenship behavior,the development and extension of consumer behavior,which has a positive impact on the operation of enterprises in many ways.In recent years,the research on customer citizenship behavior has also become the focus of academic and management practice.Therefore,it is an important research direction for contemporary scholars to analyze whether corporate social responsibility will promote the emergence of customer citizenship behavior and explore the impactful paths.By introducing consumer trust as an intermediary variable,this paper aims to reveal the internal mechanism of the impact of corporate social responsibility on customer citizenship behavior from the perspectives of sociology and psychology,so as to provide targeted management recommendations to business leaders.On the basis of summarizing and analyzing the achievements of previous studies,this paper takes retail enterprises as the research object,and obtains 486 valid samples.The survey results are analyzed by two sorts of statistical analysis software,SPSS 21.0 and AMOS 20.0.Verifying the direct relationship between independent variable and dependent variable,corporate social responsibility and customer citizenship behavior,the paper also aims to further test intermediary variable,the response of consumer trust.The results show that the three dimensions of corporate social responsibility have a significant positive impact on the three dimensions of customer citizenship behavior.Consumer responsibility and environmental protection responsibility both have a significant positive impact on the two dimensions of consumer trust.Charitable responsibility has a significant role in promoting consumer emotional trust,but in terms of the cognitive trust,which is quite insignificant.The two dimensions of consumer trust have a significant positive impact on the three dimensions of customer citizenship behavior.Consumer trust plays an intermediary role in the relationship between corporate social responsibility and customer citizenship behavior.Emotional trust plays an intermediary role between the three dimensions of corporate social responsibility and the three dimensions of customer citizenship behavior.Consumer cognitive trust plays an intermediary role among the dimensions of consumer responsibility,environmental responsibility and customer citizenship behavior,but does not play an intermediary role between the charitable public responsibility and customer citizenship behavior.