文档介绍：社区慈善领域的看法。研究发现企业仅仅关注社区慈善领域的社会责任并不会让
消费者对其做出较高的社会责任评价。也就是说消费者认为慈善事业领域并不具
有说服力,也没有得到消费者较高的认同。而在购买意向问题上,消费者对此类
企业则表现出了较高的购买意向。说明消费者在购买决策时对企业社会责任的心
理期望并没有评价一个企业社会责任水平时那么高。
对于消费者CSR-CA观念的调节作用的研究发现,对于面对不同企业社会责任
水平的企业,消费者CSR-CA观念的调节作用有所不同。特别是在面对企业社会责
任水平不佳的情况,两类消费者表现出了显著不同的购买意向。

关键字:企业社会责任、消费者购买意向、消费者CSR-CA观念

- II -
STUDY ON THE IMPACT OF
CORPORATE SOCIAL RESPONSIBILITY
ON CONSUMERS’ PURCHASE INTENTION

Abstract

Since 90s of the 20th century, CSR (Corporate Social Responsibility) has
drawn more and more attention from the international society. On the
research of Corporate Social Responsibility, many academic researchers’
focus has moved to how to encourage corporate to fulfill their social
responsibility from whether or not they must fulfill their social
responsibility and what social responsibility they should take. The
empirical study on this topic is increasing in the western.

As consumers purchase behavior can directly affected the corporate’
financial performance, they are the most important Stakeholders. And the
importance of the CSR-Consumer relationship attached by the academia.
Meanwhile, more and more research shows that consumers have positive
attitude to the corporate which has good CSR record. All these empirical
study show that CSR and a positive relationship with Consumers’
Attitude, Consumers’ Corporate Evaluation and Consumer’ Purchase
Intention.

The current research differ the CSR level according to the law
requirements. The result shows that CSR does affect the consumers’
purchase intention. Good CSR record gets consumers’ higher purchase
intention. Bad CSR record gets much lower consumer purchase intention.
For the average CSR record corporate, consumers still willing to
purchasing its products. But this willingness depends on petitors’
CSR record.

On the CSR domain, the current research focuses on what consumers’
evaluation the Charities. If the corporate only focus