将虚拟手机生产企业作为研究对象,利用情景实验法公布正负面两类公开信息,采用结构方程模型分析企业公开信息对消费者行为的影响,研究企业形象和产品评价在企业公开信息对消费者购买意向影响中的作用。发现这两类变量具有完全中介作用的效果,发现企业能力对产品评价的影响,高于企业社会责任对产品评价的影响,发现企业社会责任对企业形象的影响,要高于企业能力对企业形象的影响。发现企业公开信息主要通过产品评价发挥对消费者购买意向的影响。
Abstract
The virtual mobile phone manufacturers are taken as the research object, both positive and negative scenario experiments are used for announcing two types of public information, a structural equation model is used to study the impact of corporate information disclosure on consumer behavior, the role of corporate image and product evaluation plays in the consumer purchase intentions is analyzed, and it is found that not only these two variables could produce fully effects, but also companies capability is able to make more impact on the product evaluation than corporate social responsibility does. It is further found that corporate social responsibility could produce more impact on corporate image than corporate capability does. The main impacts on the purchase intention are made by the product evaluation.
关键词
企业能力 /
企业社会责任 /
信息披露 /
消费行为
Key words
corporate capability /
corporate social responsibility /
public information /
consumer behavior
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基金
中南大学985工程"两型社会"研究基地开放课题(ZNLX1101;2011.11-2012.12);国家自然科学基金(70902073;2009.11-2012.11)。
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