Research On The Influence Of Corporate Consumer Social Responsibility On Consumers' Purchase Intention

With the rapid development of China's economy,a large number of enterprises have sprung up and poured into the market.The diverse products and services of enterprises not only meet the needs of people's lives,but also greatly improve the people's quality and level of life.Consumers also have higher requirements for the products or services provided by the enterprises in their consumption.They hope to buy more secure and reliable products and receive better service.From the point of view of enterprises,with the level of social productivity and the continuous upgrading of science and technology,the enterprise also faces a great test.How to break through the heavy encirclement to gain more consumers' favor is one of the important strategies of modern enterprises.This requires enterprises and consumers to establish a stable relationship system,and the fulfillment of corporate social responsibility becomes the key to break through this problem.At present,there are few studies on the relationship between corporate consumer social responsibility and consumer purchase intention,which are all studied in the comprehensive dimension of corporate social responsibility,and they are the single dimension study of corporate consumer social responsibility.In order to explore the relationship between corporate consumer social responsibility and consumers better,this paper selects the outcome variable to explore the relationship between corporate consumer social responsibility and consumer purchase intention.First of all,the research on corporate consumer social responsibility content is arranged to divide corporate consumer social responsibility into three dimension according to the maturity scale:product quality,enterprise service,and protection of consumers' rights and interests.Secondly,to better explore the relationship of consumers'Purchase Intention,this paper,based on the rational behavior theory,selects the corporate image and the consumer corporate identity from the behavior attitude and the subjective norm,and constructs the theoretical model from the direct and indirect two aspects of the role mechanism to expand the research.The specific findings are as follows:(1)corporate social responsibility has a significant positive impact on consumers' purchase intention.And the three specific dimensions of product quality,service and protection of consumers' rights and interests all have a significant positive impact on the consumer's purchase intention,of which the product quality has the greatest impact.(2)corporate image and consumer corporate identity play an intermediary role in the relationship between corporate consumer social responsibility and consumer purchase intention,and the three dimensions of corporate consumer social responsibility can affect the consumer's purchase intention from the intermediary role of corporate identity and consumer identity.(3)the individual characteristics of consumers has difference in corporate social responsibility,corporate identity,consumer identity and consumer purchase intention.Finally,based on the results of theoretical research and empirical analysis,the management suggestions on how to improve the quality of the products,improve the service level of the enterprises and protect the rights of the consumers are proposed,and the insufficiency of the research and the future research direction are explained and prospected.