The Effect Of Consumer’s Perception Of CSR Of Media Enterprises On Consumer’s Behavior

Since the 21st century, the culture industry of China has obtained considerable development, create a lot of excellent cultural products. As the builders and disseminator of social culture, the media enterprises also got big development and prosperity. Many media enterprises representative group appear, which brought more nutrition to people’s spiritual and cultural life, and largely propelled the development of socialist spiritual civilization. But at the same time, a lot of media enterprises blind pursuit of economic interests, passing false information to the community, producing some vulgar cultural products, which cause great pollution to consumers spiritual world. Therefore, it is necessary to study the corporate social responsibility of media enterprises, call attention paied to establish strategic corporate social responsibility system, and promote the great development and prosperity of China’s cultural industry.By combing the relevant research of corporate social responsibility, we found that the current research on social responsibility of media enterprises were very facile, and commonly used quantitative research methods. Our research exploratory used the grounded theory, and did semi-structured in-depth interviews to 42 interviewees, collected nearly 600 original statements, and constructed corporate social responsibility of media enterprises from the perceive of consumers and the impact of corporate social responsibility of media enterprises on consumer behavior by three coding analysis. At last we got the conclusion that (1)The CSR of media enterprises from consumers perceive are contained of Cultural Responsibility, Public responsibility, Environmental Responsibility, Facts spread responsibility and CSR expects consistency; (2) These perceived responsibility can make consumers aware Enterprises identity, and thus affect consumer behavior; (3) External environmental factors (Word of mouth, Third Party Information Disclosure, Social cultural environment) Will have an impact on consumer perceptions, and also affects the consumer behavior. (4) The degree of involvement and the responsible consumption consciousness are moderator variable.Our study make up for the lack of current academic research on corporate social responsibility of the media enterprises, and different from previous quantitative research-based research methods, using grounded theory research methods, from the perspective of the consumer reveal the dimensions of corporate social responsibility of media enterprises, and its impact on consumer behavior. Previous studies of corporate social responsibility were emphasised on production-oriented enterprises, and our study open up a new direction for corporate social responsibility---the corporate social responsibility of media enterprises, even though cultural organisations. Meanwhile, exploratory using grounded theory method, also makes this study closer to reality, the model constructed more practical significance. And the dimension of corparate social responsibility of media enterprises from consumers perspective and the impact on consumer behavior, can alert our media enterprises to aware the inportance of establishing corporate social responsibility strategy, provide a theoretical basis for our media enterprises to develop corporate social responsibility strategy,and promote the healthy development of China’s media enterprises.