企业社会责任信息与消费者购买意愿

近年来，企业社会责任对消费者购买意愿的影响越来越得到重视。由于消费者可以通过购买行为直接影响企业财务业绩与经营绩效,因而被认为是企业最为重要的利益相关者,因此企业社会责任与消费者购买意向关系的研究日益受到学术界的重视。60152

本文基于以往文献研究的基础上，通过回收的246份问卷数据，经过数据处理和假设检验发现，企业社会责任的认同会增强企业声誉及消费者认同，并进一步间接影响消费者的购买意愿，与此同时，企业社会责任和消费者购买意愿之间有直接的正相关关系。最后总结了研究中的不足并对此提出了未来的研究展望。

关键词企业社会责任消费者认同消费者购买意愿

毕业论文中文摘要

毕业论文外文摘要

Title Corporate social responsibility information and consumer purchase intention

Abstract

In recent years, the impact of corporate social responsibility on consumers' purchase intention is getting more and more attention. Because the consumer buying behavior can directly affect the financial results and operating performance, which is considered to be the most important corporate stakeholders, so the relationship between the corporate social responsibility and consumer purchase cause the increasingly academic attention.

This article is based on the basis of the previous literature, through the recovery of 246 questionnaire data, after data processing and hypothesis testing, the social responsibility of the enterprise's identity will enhance corporate reputation and consumer identification, and indirect influence consumer's purchase intention, at the same time, corporate social responsibility has a direct positive relationship on consumer purchase intention. Finally, summarizes the shortcomings of the research and puts forward the prospect of future research.

Keywords Corporate social responsibility Consumer acceptance

Consumer purchase intention

1 引言 1

1.1 研究背景和意义 1

1.2 研究思路 2

1.3 研究框架 3

2 文献综述 4

2.1 企业社会责任 4

2.2 企业社会责任对消费者购买意愿的影响 4

3 理论模型及研究假设 6

3.1 企业社会责任、企业声誉、消费者认同及消费者购买意愿之间的比较模型 6

3.2 研究假设 6

4 研究设计 8

4.1 调查对象 8

4.2 问卷的设计 8

5 实证结果分析 9

5.1 描述性统计分析 9

5.2 信度检验 9

5.3 效度检验 10

5.4 相关分析 11

5.5 实证结果 13

6 研究结论和局限性 14

6.1 研究结论企业社会责任信息与消费者购买意愿:http://www.751com.cn/gongcheng/lunwen_65540.html