企业社会责任绩效表现对消费者购买意愿的影响研究

发布时间：2018-08-26 16:12

【摘要】：20世纪中期以后，随着企业的增多和规模的扩展，一些西方国家的企业已经积极的履行起各种社会责任，而国内一些企业缺乏社会责任的意识，少数企业不愿自觉地履行社会责任，造成了类似“毒奶粉”的事件，不仅企业付出了惨痛的代价，，也让社会受到了一定的打击，由此企业社会责任的承担问题引起了社会各界的广泛关注。本文将从消费者的角度来研究企业承担企业社会责任对消费者的影响进而对消费者购买产生的作用。本文首先通过搜集国内和国外学者发表的文章，对国内外企业社会责任理论研究现状进行归纳总结，并概述了研究内容和研究方法；分别陈述了企业社会责任理论、企业社会责任绩效表现的响应理论和利益相关者理论，阐述和分析了消费者与企业社会责任相关的理论。其次，依据国内外现有研究成果，在企业社会责任绩效表现对消费者购买意愿的影响过程中嵌入了消费者对履行社会责任企业的感知和消费者对履行社会责任企业的评价，将企业社会责任分为六个方面，构建了企业社会责任绩效表现对消费者购买意愿的影响的理论模型，并根据理论模型提出了相应的研究假设。最后，选取了黑龙江省出入大型购物商场的消费者作为研究对象，通过消费者对完达山企业社会责任绩效表现的具体题项的理解和认识，搜集问卷数据并进行处理，采用SPSS17.0统计软件进行描述性分析、信度分析和效度分析，最后用AMOS对模型进行验证和分析。旨在通过结构方程模型探索分析完达山企业社会责任绩效表现对消费者购买意愿的作用机理，希望完达山企业在以后会更加积极主动的投入到社会责任的活动中去，能在社会上形成很好的良性循环。
[Abstract]:After the middle of the 20th century, with the increase of enterprises and the expansion of scale, some enterprises in western countries have been actively performing various social responsibilities, while some domestic enterprises lack the awareness of social responsibility. A small number of enterprises are unwilling to fulfill their social responsibilities consciously, resulting in incidents similar to "tainted milk powder". Not only did the enterprises pay a heavy price, but also the society suffered a certain blow. Therefore, the problem of corporate social responsibility has aroused widespread concern from all walks of life. This paper will study the effect of corporate social responsibility on consumers from the perspective of consumers. Firstly, through collecting the articles published by domestic and foreign scholars, this paper summarizes the current research situation of corporate social responsibility theory at home and abroad, and summarizes the research contents and research methods. The response theory and stakeholder theory of corporate social responsibility performance are discussed, and the related theories of consumer and corporate social responsibility are expounded and analyzed. Secondly, according to the existing research results at home and abroad, the impact of CSR performance on consumers' willingness to buy is embedded in the perception of CSR enterprises and the evaluation of CSR enterprises by consumers. This paper divides corporate social responsibility into six aspects, and constructs a theoretical model of the influence of corporate social responsibility performance on consumers' willingness to buy, and puts forward the corresponding research hypotheses according to the theoretical model. Finally, we select the consumers in and out of large shopping malls in Heilongjiang Province as the research object, through the consumers' understanding and understanding of the performance of corporate social responsibility performance in Wanda Mountain, collect the questionnaire data and deal with it. Descriptive analysis, reliability analysis and validity analysis were carried out with SPSS17.0 statistical software. Finally, the model was verified and analyzed by AMOS. The purpose of this paper is to explore and analyze the mechanism of Wanda Mountain corporate social responsibility performance on consumers' willingness to buy through structural equation model, hoping that Wanda Mountain enterprises will be more active in social responsibility activities in the future. Can form a good virtuous circle in the society.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F270;F713.55

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