科研管理

科研管理 ›› 2016, Vol. 37 ›› Issue (5): 112-121.

• 论文 • 上一篇    下一篇

消费者企业社会责任认同对购买意愿的影响

齐丽云， 张碧波，郭亚楠   

  1. 大连理工大学管理与经济学部，辽宁 大连116024
  • 收稿日期:2014-11-26 修回日期:2016-01-12 出版日期:2016-05-20 发布日期:2016-05-06
  • 通讯作者: 齐丽云
  • 基金资助:

    国家自然科学基金（71202105）（2013.1-2015.12），辽宁省社科规划基金（L13CGL024）（2013-2014），辽宁省教育厅一般项目（W2014022）（2014 -2017），中央高校基本科研业务费专项资金资助项目（DUT15RW115) （2015.1-2016.12）。

The impact of consumer’s identification of corporate social responsibility on purchase intentions

Qi Liyun， Zhang Bibo， Guo Yanan   

  1. Faculty of Management and Economics, Dalian University of Technology, Dalian 116024, Liaoning, China
  • Received:2014-11-26 Revised:2016-01-12 Online:2016-05-20 Published:2016-05-06

摘要： 文章将消费者认同的概念应用到了企业社会责任（CSR）研究之中，深入分析和研究了消费者CSR认同对其购买意愿的影响。消费者CSR认同水平的高低在一定程度上反映了当前消费者对企业的社会责任行为重要性的认识和支持程度。本研究以食品行业为例进行问卷调查，采用SPSS和Lisrel对所收集数据进行分析，分别检验了消费者CSR认同八个维度对购买意愿的影响作用，以及行为态度的中介作用。研究结果表明：经济责任、人权、环境保护、社会发展和动物保护五个维度对购买意愿有显著的影响作用。行为态度对责任采购、环境保护和动物保护三个维度的影响起到了完全中介作用；对人权和社会发展只起到部分中介的作用。研究结论能在企业找到更符合消费者期望的践行社会责任的着力点和方式的过程中提供一些建议。

关键词: 企业社会责任认同, 购买意愿, 行为态度, 食品行业

Abstract: The article applied the concept of identity to the study of corporate social responsibility, studied the impact of consumer’s identity of CSR on their purchase intention. The level of consumer’s CSR agree to some extent tell that how the consumer support the company’s action about CSR and if they realized the importance of the CSR. In this study, we collected questionnaires among consumers from the food industry, using SPSS and Lisrel to analyzed the data. The results show that: five dimensions, including economic responsibility, human rights, environmental protection, social development and animal protection, have a significant influence on purchase intentions. Behavior attitude played a complete procurement intermediary role between the three dimensions including responsible purchase, environment protect, animal protect, and the purchase intention; but human rights and social development are not a complete role. Conclusions reached in this paper can help company finding the most suitable way.

Key words: corporate social responsibility (CSR) identification, purchase intention, behavioral attitude, food industry