Research On The Influence Of Online Retail Corporate Social Responsibility Behavior On Consumer Response

With the rapid development of economy and society,the market environment is more complex and changeable.Enterprises need to find effective strategies to attract and retain consumers.It is more and more common for enterprises to take social responsibility and consumers to respond to consumption,and a virtuous circle is gradually formed between enterprises and consumers.However,most of the existing researches on CSR behavior explore the impact of CSR from the economic perspective,there are few and incomplete researches on the psychological mechanism of consumers’ response to CSR at the individual level.At the same time,most of the research on the impact of CSR behavior on consumer response is based on offline,and the research on the impact of CSR behavior on online retail enterprises is relatively few,in particular,there is a lack of in-depth research on the intermediate mechanism of the impact.This dissertation takes the online retail enterprise as the research background,according to the research object,this dissertation selects three dimensions of the social responsibility behavior of the online retail enterprise: the responsibility to the consumer,the responsibility to the employee,and the responsibility to the social welfare as the independent variables,at the same time,we introduce perceived warmth as an intermediary variable,altruistic motivation as a moderator variable,purchase intention and positive word of mouth as dependent variables to explore the impact of online retail corporate social responsibility behavior on consumer response mechanism.This dissertation adopts the method of questionnaire survey,and randomly collects 426 samples of customers’ online shopping behavior data.The empirical results show that the online retail corporate social responsibility behavior positively affects consumers’ perceived warmth and responsive behavior(purchase intention,positive word of mouth),but different CSR behaviors(responsibility to consumers,responsibility to employees,and responsibility to social well-being)have different impacts on consumers,the greatest impact on purchasing intention is the responsibility to consumers,and the greatest impact on positive word-of-mouth is the responsibility for social well-being;Perceived warmth plays a mediating role in the effect of CSR behavior on consumer response,and corporate altruistic motivation has a positive moderating effect in the effect of CSR behavior on consumer perceived warmth.Based on the research results,this dissertation puts forward the practical enlightenment to the social responsibility marketing strategy of the online retail enterprises.