The Impact Mechanism Of Corporate Social Responsibility On Consumers’ Purchase Intention

In the twenty-first century, corporate social responsibility (CSR) has been a greatconcern in the community. In particular, with the transformation of our economy andsociety, the requirements for corporate social responsibility are increasing strongly. In thecontext of globalization, enterprises with the international competitiveness shouldsuccessfully put the responsibilities of society, environment, consumers and otherstakeholders into corporate strategy, organizational management and business process.Consumers directly impact on the company’s financial performance by purchasingbehaviors, so consumers are the more important part in all stakeholders. And, with thecontinuous improvement of consumer maturity, consumers’ expectations for corporatesocial responsibility has being constantly strengthened, and the influence of corporate socialresponsibility in the purchase process are becoming increasingly significant. Therefore, thestudy on the relationship between corporate social responsibility and consumers’ purchaseintention is of great significance, is the focus of research in academia.Based on the review and summary of literatures, with the theory of consumernormative rationality, this paper constructs a research model about CSR whichconsumers perceived impacting on consumers’ purchase intention, according toconsumer normative rationality. This paper studies the direct and indirect impacts ofCSR which consumers perceived to consumers’ purchase intention. Consumercorporate identity is introduced into the indirect path to explore how corporate socialresponsibility affects consumers’ purchase intention. Meanwhile, from the view ofconsumers, the paper introduces the self-importance of moral identity as the mediatorto explore which consumers are greater affected by corporate social responsibility.After the construction of the theoretical model and the proposition of hypotheses,this paper does the empirical research through questionnaire investigation. Inempirical research, with the situational experiment, this paper chooses the virtual realestate business as the reference object, and chooses the consumers who haveexperiences in housing demand or purchase as the respondents. The conclusions of this study show that: First, CSR which consumers perceived directly and positivelyaffects consumers’ purchase intention; Secondly, CSR which consumers perceivedindirectly affects consumers’ purchase intention by the partially mediated identity ofconsumer corporate identity; Finally, the higher the self-importance of moral identity,the greater the impact of CSR which consumers perceived indirectly to consumercorporate identity, also the impact of CSR which consumers perceived indirectly toconsumers’ purchase intention.This paper explores the consumers’ response process of corporate socialresponsibility and the internal mechanisms. To some extent, its findings enrich thecontent of corporate social responsibility, while strengthening the emphasis oncorporate social responsibility, and providing some theoretical guidance forenterprises to develop relevant policies and measures that guiding enterprises to takereasonable way to win consumers’ identity. Meanwhile, consumers should continuallystrengthen its sense of corporate social responsibility, urge enterprises to fulfill theirsocial responsibilities, and ultimately promote the development of corporate socialresponsibility in china.