A Study On The Impact Of Corporate Social Responsibility On Consumers' Willingness To Purchase

In recent decades, the call for corporate social responsibility is more and more high,many scholars are devoted to studying the effects of corporate social responsibility on corporate performance, the research of the field has been relatively mature. Considering that the consumer purchase intention is one of the important factors affect enterprise performance, and consumers are the most important stakeholders of the enterprise, some scholars study the path of corporate social responsibility on consumer purchase intention from consumers point of view. With the quickly speed of the modernization process,online shopping is becoming more general in our daily life. Electronic commerce has become a hot industry, whether corporate social responsibility in the industry influences the consumer purchase intention and what impact it produce are worthy of studying.Through studying the development process of corporate social responsibility and analyzing the domestic and foreign research literature, this research has established a theoretical model. With the background of electricity industry, the theoretical model chooses the consumers responsibility, environmental responsibility and philanthropy responsibility as the dependent variables and chooses enterprise reputation, consumer corporate identification as intermediary variables and chooses consumer purchase intention as the dependent variable. Through the form of questionnaire to collect data, and use structural equation model to research two questions: one is the impact of the corporate social responsibility on consumer purchase intention; second is the intermediary role of the corporate reputation and consumer corporate identification.From the results of this study it can be seen that most assumptions in the model has been proved: First, consumers responsibility have a direct positive influence on consumer purchase intention; environmental responsibility and philanthropy responsibility have no direct positive influence on consumer purchase intention; Second, in addition to environmental responsibility having no significant influence on the emotional reputation,three kinds of corporate social responsibility have a direct positive influence on corporate reputation and consumer corporate identification; Last, in the corporate reputation, the emotional reputation has partial intermediary effect, cognitive reputation has whole intermediary effect; Consumer corporate identification has whole intermediary effect.TRA is applied to this model, the results of the study emphasizes the mediating role of corporate reputation and consumer corporate identification, and shows the influence ofcorporate social responsibility on consumer purchase intention, which has reference significance to fulfill social responsibility for electricity corporate in the future.