An Empirical Study Of Retail Corporate Social Responsibility And Purchase Intention Relationship

In recent years, the retail social responsibility is increasingly concerned about bythe all community. How to better fulfill their social responsibilities, to winpro-consumer gaze has become a hot academic inquiry. However, existing studiesmainly focus on the concept of corporate social responsibility retail and dimensions forthe qualitative analysis,few studies focus on the impact of retail social responsibility onthe consumer purchase intent. This study discusses the retail corporate socialresponsibility on consumer purchase intention mechanism of action, in order to enrichthe field of research, as well as come up with better ideas and suggestions for retailbusiness managers.We used survey research methods, selected six representative cities in Shandongprovince, we distributed460questionnaires,352questionnaires were recovered, andthen use the software SPSS16.0and AMOS7.0analysis of survey data. The resultsshowed that:(1) customers, employees, consumers and environmental responsibility isthe current object of universal concern, staff employees work responsibilities can bedivided into environmental responsibility and employee compensation liability.(2)Retail Corporate Social Responsibility can significantly improve corporate reputationand corporate identity.(3) Retail Corporate Social Responsibility can have a positiveimpact on consumer purchase intentions.(4) corporate reputation and corporate identityhas partial mediating effect.Innovation of this study is to:(1) the use of qualitative analysis and quantitativeanalysis methods to determine the retail corporate social responsibility four dimensionstructure.(2) to build a "retail corporate social responsibility→corporate reputationand corporate identity→consumer purchase intentions" effect mechanism model toexplore the corporate reputation and corporate identity of the intermediary role.