The Impact Analysis Of Real Estate Corporate Social Responsibility And Reputation On Crisis Attribution

In recent years, the real estate industry's products crises have occurred occasionally, but the company's crisis management has lagged behind actual needs. Analysis to other industries found that in a crisis scenario that with high reputation, positive corporate social responsibility was able to restore market confidence with a high-speed, reduce of damage caused by crisis at a maximum level. Whether the corporate reputation and corporate social responsibility can reduce the impact of crisis, and how to influence consumer psychology and behavior, which is this study trying to discuss.This paper draws on foreign mature theory, study on the behavior of consumer in a real estate product crisis,1) Propose the hypothesis based on the analysis of previous theoretical results, build the attribution models include corporate reputation and social responsibility in a product crisis situation.2) Define and measure the variables of this study, survey the dimension of real estate corporate social responsibility that interested by the consumer through the questionnaire survey, propose the operating variables of corporate social responsibility based on the consumer perspective.3) Chose a products crisis scenarios of real estate enterprise, obtain data through questionnaire survey, study on the effect of corporate social responsibility and corporate reputation on the attribution, and attribution on blame, evaluation, purchase intention.The results of this paper show that in the real scenario, the direct impact of corporate social responsibility on attribution is small, but attribution can still affected by corporate social responsibility with the intermediary role of corporate reputation. Corporate reputation can have a positive direct effect on attribution. Crisis attribution can affect consumer's blame and evaluation on the enterprise, and ultimately affect the consumer's purchase intention. This study provides a theoretical support for corporate to enhance social responsibility performance and corporate reputation. This study also provides an alternative way to the corporate response to the crisis, that companies actively fulfill their social responsibility to enhance the corporate reputation crisis will reduce the damage and quickly bring business through the crisis.