The Influence Of Corporate Social Responsibility On Consumer Purchase Intention

As the economic development level and comprehensive national strength of our country have been greatly improved,as an important part of the market,enterprises are the inexhaustible motive force of accelerating the economic transformation.It is an important pillar to promote the overall development of the society and economy.It is the powerful guarantee for enriching the material life of the people and the main force to practice the core values of the socialism.Therefore,fulfilling the corresponding social responsibilities is the meaning of the development and growth of enterprises.However,as a direct driving force for the development of market economy,consumers are inseparable from the development of the enterprises.In the market economy,they can use the "currency ballot" in the market economy.By excluding the enterprises that do not fulfill the social responsibility,they can support the supervision of the enterprises that perform the social responsibility and encourage the enterprises to take the social responsibility actively.It has become an important driving force to enhance corporate social responsibility and an important way to protect consumers' rights and interests.In the long run,corporate social responsibility and consumer purchase intention form a positive interaction virtuous circle.From this point of view,it is of great theoretical and practical significance to further consider and explore the impact of corporate social responsibility on consumers' purchase intention.This study first expounds the research background,research significance,research content and framework,research methods and innovation points.Secondly,we read and summarize the relevant concepts and theories related to corporate social responsibility,consumer identity and consumer purchase intention in this study.On this basis,the theoretical model and research hypothesis of this study are put forward,and the four dimensions of the social responsibility of self-variable enterprises in this paper are established to safeguard the rights and interests of consumers,protect the environment,and protect the rights and interests of the employees and charity,to consumer acceptance as intermediary variables,the theoretical model of consumer purchase intention as dependent variable.Thirdly,the design of the questionnaire is designed,and the appropriate survey object is selected to carry out the distribution and recovery of the questionnaire,so as to ensure the reliability and effectiveness of the research data.This paper uses empirical research methods,through the collection of questionnaire survey,using SPSS statistical software to carry out descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression analysis and other data analysis,using the analysis results to verify the research hypothesis.According to the results of the data analysis,we get the following conclusion that corporate social responsibility and its four dimensions have a positive impact on consumer purchase intention;corporate social responsibility has a positive impact on consumer identity;consumer identity has a positive impact on consumer purchase intention;consumer identity is in corporate social responsibility and social responsibility.The consumer purchase intention plays an intermediary role.Finally,the research results are discussed and prospected,and the pertinent management suggestions are put forward to make the enterprise realize the attention of the consumer to the social responsibility of the enterprise,and then make the enterprise more targeted to make the management plan,actively practice the social responsibility,and provide the reference basis for the optimization allocation of the enterprise resources.