企业社会责任对购买意愿的影响机理研究

发布时间：2018-03-09 21:44

本文选题：消费者企业认同　切入点：企业社会责任　出处：《西南交通大学》2016年硕士论文　论文类型：学位论文

【摘要】：在经济快速发展的大趋势下,需求市场已经由原来的卖方市场转变为现在的买方市场。消费者在交易的各阶段都掌握了主动权,只注重产品质量已无法为企业的长期发展提供充足的动力。由于消费者更加希望企业能够积极的回馈社会,所以这就对企业承担社会责任提出了客观要求。企业积极承担社会责任会提高消费者对企业的认同感并增强消费者对企业相关产品的购买意愿。基于此,本文主要探讨了企业社会责任、消费者企业认同、购买意愿三者之间的关系。本研究突破性的从消费者角度出发,将自我建构引入到研究模型中,并深入探究了自我建构在企业社会责任对购买意愿影响中的调节作用。本研究对企业社会责任的相关理论研究可以提供有益的补充,同时,对于企业如何提高社会声誉,增强市场竞争力也能够提供一定的指导作用,因此,论文具有一定的理论和现实意义。本研究首先通过文献回顾法确定研究命题以及理论框架,继而运用调查问卷的方法进行数据收集,通过实证分析的方法对本文的假设进行了论证。研究发现,企业社会责任对购买意愿具有正向的影响,而且消费者企业认同在二者的关系中起到中介作用。更主要的发现是消费者自我建构类型在企业社会责任对购买意愿的影响中起调节作用,具体表现为：由于依赖型自我建构类型的消费者注重社会和谐性、自身的社会属性,所以此类型的消费者更加关注企业的社会责任行为,即企业承担社会责任可以显著提升此类消费者对相关企业产品的购买意愿；独立型自我建构类型的消费者注重自身的独特性,所以此类型的消费者在做购买决策时很少考虑企业的社会责任行为。
[Abstract]:Under the general trend of rapid economic development, the demand market has changed from the original seller's market to the present buyer's market. Consumers have taken the initiative at all stages of the transaction. Focusing only on product quality can no longer provide sufficient impetus for the long-term development of enterprises. Because consumers want enterprises to actively give back to society, Therefore, this puts forward an objective requirement for enterprises to assume social responsibility. Positive corporate social responsibility will enhance consumers' sense of identity to enterprises and enhance consumers' willingness to buy enterprise-related products. Based on this, This paper mainly discusses the relationship among corporate social responsibility (CSR), consumer corporate identity (CSR) and willingness to buy. From the perspective of consumers, this study introduces self-construction into the research model. This study can provide a useful supplement to the theoretical research on corporate social responsibility, and at the same time, how to improve corporate social reputation. Therefore, the thesis has certain theoretical and practical significance. Firstly, this study determines the research proposition and theoretical framework through literature review. Then the questionnaire is used to collect data, and the hypothesis of this paper is demonstrated by empirical analysis. The research finds that corporate social responsibility has a positive effect on the purchase intention. Moreover, consumer corporate identity plays an intermediary role in the relationship between the two. The more important finding is that the type of consumer self-construction plays a regulating role in the influence of corporate social responsibility on the willingness to buy. The specific manifestations are: because the dependent self-construction type of consumers pay attention to social harmony and their own social attributes, so this type of consumers pay more attention to corporate social responsibility behavior. That is, corporate social responsibility can significantly enhance the willingness of such consumers to purchase products related to the enterprise; independent self-construction type of consumers pay attention to their own uniqueness, Therefore, this type of consumer rarely considers corporate social responsibility behavior when making purchase decisions.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55;F270

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