A Research On The Impact Of Corporate Social Responsibility On Consumer Purchase Intention

With China’s economic and social transformation,more and more people awaretheir citizen rights, a growing number of consumers make purchasing decisions ofCorporate Social Responsibility (CSR) as a reference basis. Consumer is the source ofall values to enterprise, and economic factor is the most powerful driver of corporatebehavior, if consumers buy products by the state of CSR,will improve CSR initiative,maximize the whole social value. Therefore,the reaserch on the impact of CSR onconsumer purchase intention is full of significance, and attracting many scholars.In this paper, based on Chinese and foreign scholars, both from direct andindirect launched a comprehensive CSR on consumer purchase intention impactstudies. In order to conduct a comprehensive study of CSR to the four-level pyramiddimensions into economic responsibility, legal responsibility, ethical responsibility,philanthropic responsibility. Borrow in the course of the study in social psychologyTheory of Reasoned Action (TRA), to build a psychological point of view to explorefrom the consumer purchase decision model. TRA is the principle of the theory thatintention will determine behavior, and in turn, attitude and subjective norms decisiondetermine intention. Behavior and attitude is to bring individual actions of a good orbad consequences of knowledge, subjective norm is the individual referenced in thebehavior of the group that he is engaged in an act.In the study of consumers’willingness to buy in the behavior, attitude, subjective norm is the Perceived ProductQuality and Corporate Reputation. Therefore, while CSR directly influence ConsumerPurchase Intention;on the other hand, CSR through Perceived Product Quality,Corporate Reputation affects Consumer Purchase Intention.In this paper, through establishing the model and proposing assumptions, theempirical analysis obtained by the following main conclusions: First, the dimensionsof CSR have positive impact on Consumer Purchase Itention but on different level;Second, Perceived Product Quality and Corporate Reputation are mediators of theinfluence on CSR impact Consumer Purchase Intention; Finally, TRA in CSR onConsumer Purchase Intention influence in the use of mechanism is reasonable.This article in social psychology theory of reasoned action applied to CSR onConsumer Purchase Intention studies, including building a model include direct andindirect impact of two major. This is better from a psychological point of view of consumers to explore the role of CSR has a certain reference value, a profoundanalysis of the consumer’s inner thoughts, making the business more clearly know theattitude of consumers to CSR. CSR has been not just a theory in the study of theproblem, and has become a reality problems, which affects consumers’ purchasingdecisions, directly or indirectly affect the enterprise’s existence and development as asocial citizen.