The Research On Perception Of Internal CSR's Impact On The Purchase Intention Of Consumers

This article focuses on retail enterprises.On the one hand,it focuses on the analysis of enterprises' internal social responsibility based on moral and emotional theory.Afterwards,the internal mechanism of how internal corporate social responsibility perception affects consumers' purchase intentions tries to solve the “black box” of the internal mechanism of social responsibility in retail enterprises.On the other hand,this study analyzes in depth the perception of internal responsibility of retail enterprises for consumption.The external role of the purchaser's willingness to purchase influences the regulation of the consumer's purchase intention path.Compared with the predecessors,the scope of internal corporate social responsibility is limited within the company,and the possible spillover effects on other stakeholders are separated.This study focuses on exploring the explicit mechanism of internal corporate social responsibility and trying to restore internal corporate social responsibility.Internal implementation of the entire process of being perceived by consumers until it affects the consumer's Purchase Intention.This study collected 250 samples of consumer-effective samples.The results of the study confirmed the positive impact of internal corporate social responsibility perceptions on consumers' purchase intentions.Positive moral emotions are part of the internal corporate social responsibility perceptions and consumer purchase intentions.The role of mediation and self-transcending values play a regulatory role in the perception of internal corporate social responsibility and consumer purchase intention.Based on the research conclusions,this study also provides several management countermeasures and recommendations from the aspects of rational publicizing of corporate internal responsibility,good market segmentation and positioning,and internal and external maintenance of corporate social responsibility.In addition,this study has improved space in the aspects of dimension division,explicit process,research methods and scenes,and puts forward the possibility that in the future it can be divided into different industries and different consumer groups.