Research To The Impact On Consumer’ S Perceptions Of Corporate Social Responsibility On Purchase Intention

As research on social responsibility becomes maturer recent years, companies have paid much attention to it. Studies have shown that, for the purpose of corporate image, more than nine in ten corporations of Fortune Global500have taken concrete activities in social responsibility field, together with positive investment, regular information disclosure and advertisement. In fact, consumers may have different consuming feelings while products they are going to buy contain different social responsibility factors. In this case, social responsibility motivation attribution will be recognized and subsequently guide product payment on the basis of consumer cognition.Proceeding from stakeholder theory, the essay focus on relationships between consumer social responsibility perception and purchase intention. In chapter one, research background, destination and significance, followed with research review, ideas and methods, are introduced. Chapter two defines the general concept to be cited in the paper and also reviews related current theories. Chapter three basically elaborates theoretical model and puts forward research hypothesis. Firstly, the chapter classifies CSR motivation that sensed by consumers; then explains how the model works. Further, seven research hypotheses are proposed. In next chapter, the study goes much deeper, including questionnaire and statistical analysis.180questionnaires(172returned,170valid) are randomly distributed to consumers on roads and students from Hunan University and Hunan Agricultural University. SPSS17.0is applied to correlation and regression analysis, and early hypotheses are verifed in this part. In last chapter, conclusions and countermeasures must be leading roles, while disadvantage of this research is also included. At last, the essay is expected to improve CSR performance through positive correlation between consumers’CSR perception and purchase intention.