企业社会责任营销与顾客购买意向的关系机制研究

发布时间：2018-02-16 00:14

本文关键词： 企业社会责任营销企业社会表现顾客购买意向顾客CSR认知　出处：《浙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国的企业社会责任研究与实践在近二十年逐渐深化,取得了不少有益成果。大多数相关研究都表明企业社会责任营销可以提高顾客购买意向,但也有部分研究结果未能证实此结论。且从实际来看,我国企业社会责任营销活动未能有效地引起社会正面回应,有时还会带来顾客的质疑与反感。因此,对我国企业社会责任营销与顾客购买意向的关系机制进行研究是十分必要的。本研究中,首先对企业社会责任、企业社会表现、企业社会责任营销三个概念进行清晰定义,并基于战略管理视角,将企业社会责任营销方案分为战略型和战术型两种类型；其次,分析企业社会责任营销对顾客购买意向的作用效果,并探究企业社会表现对两者关系的影响；同时,本研究还对行业、顾客CSR认知及顾客信任在企业社会责任营销与顾客购买意向关系机制中的作用进行了探析。本文采用实证研究的方法,通过滚雪球方式及专业网站发放调查问卷以回收数据。之后利用SPSS软件进行数据处理,结果显示：在我国,企业社会责任营销活动并不能显著地提升顾客购买意向；决定两者关系的一个关键因素是企业社会表现,当企业社会表现良好时,战略型和战术型社会责任营销方案都对顾客购买意向无明显影响,而当企业社会表现一般时,战略型的营销方案会显著降低顾客购买意向。在顾客CSR认知因子中,当顾客对企业守法守德行为支持度高时,战略型营销方案会使顾客购买意向明显降低；当顾客对企业慈善行为支持度高时,社会责任营销方案不会对顾客购买意向产生影响,而顾客对企业慈善行为支持度低时,战略型营销方案会降低顾客购买意向。在企业社会表现、顾客CSR认知的调节作用中,顾客信任起到中介作用。研究还表明产品需求弹性小的行业,企业社会责任营销不会对顾客购买意向产生影响,而产品需求弹性大的行业中,战略型企业社会责任营销方案使得顾客购买意向明显降低。研究揭示了企业社会表现、顾客CSR认知、顾客信任、行业这四个因素作用下的企业社会责任营销与顾客购买意向的关系机制,具有一定的理论价值和实际指导作用。
[Abstract]:The research and practice of corporate social responsibility (CSR) in China has gradually deepened in the past two decades, and many useful results have been obtained. Most of the related studies show that CSR marketing can improve the intention of customer purchase. However, some of the research results fail to confirm this conclusion. Moreover, from the practical point of view, the CSR marketing activities in our country can not effectively arouse the positive response of the society, and sometimes lead to the query and antipathy of the customers. It is very necessary to study the relationship mechanism between corporate social responsibility marketing and customer purchase intention. In this study, the three concepts of corporate social responsibility, corporate social performance and corporate social responsibility marketing are defined clearly. Based on the perspective of strategic management, corporate social responsibility marketing scheme is divided into two types: strategic and tactical. Secondly, the effect of corporate social responsibility marketing on customer purchase intention is analyzed. At the same time, this study also explores the role of industry, customer CSR cognition and customer trust in the relationship between corporate social responsibility marketing and customer purchase intention. This paper uses the method of empirical research, through snowball way and professional website to distribute questionnaires to collect data. Then, we use SPSS software to process the data. The results show that: in our country, Corporate social responsibility marketing activities can not significantly enhance customer purchase intention; the key factor to determine the relationship between the two is corporate social performance, when corporate social performance is good, Both strategic and tactical social responsibility marketing schemes have no significant influence on customer purchase intention, but when corporate social performance is mediocre, strategic marketing plan can significantly reduce customer purchase intention. In customer CSR cognitive factor, strategic marketing plan can significantly reduce customer purchase intention. When the customer has a high degree of support for law-abiding behavior, the strategic marketing plan will significantly reduce the customer purchase intention, and when the customer has a high degree of support for corporate philanthropy, the social responsibility marketing plan will not have an impact on the customer purchase intention. When the degree of customer support for corporate philanthropy is low, the strategic marketing scheme will reduce the customer purchase intention. In the corporate social performance, the regulatory role of customer CSR cognition, The research also shows that in industries with low demand elasticity, CSR marketing does not have an impact on customer purchase intention, while in industries with high demand elasticity, Strategic corporate social responsibility marketing program significantly reduces customer purchase intention. The research reveals corporate social performance, customer CSR cognition, customer trust, and corporate social performance. The relationship mechanism between corporate social responsibility marketing and customer purchase intention under the action of these four factors has certain theoretical value and practical guiding role.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

【引证文献】