The Research Of The Impact Of Corporate Social Responsibility Behavior On Customer Citizenship Behavior

Over the years,whether corporate business take social responsibility has gradually become an important criterion to a corporate,companies also begin to realize that social responsibility has become a duty.With the development of global economy,the concept of corporate social responsibility has drawn attentions from various ranks.From the past literatures,we can know that many scholars have done theoretical and empirical researches to study the impact of corporate social responsibility on corporate performance,consumer attitudes,but the impact on corporate citizenship behavior are less.Customers are important stakeholders in the enterprise,and also the essencial development resources.They play two roles while shopping,the internal role is to purchase goods,the external behavior is the voluntary activities that beneficial to the company.Nowdays,Information spreads faster and wider,consumers can fully share information about their purchase experience if they want.In fact,every customer means some other potential customers.If the company can make good use customer behaviors,it will bring some positive impacts to company,such as reducing operating costs and improving the profit.Therefore,past literatures mainly focus on the behavior of purchasing,did not take consumers’ potential impact into account.Customer’s behaviors after purchasing are more meaningful,so I choose the concept of customer citizenship behavior to study the influence of CSR on customer citizenship behaviorThere are more and more literatures on the impact of corporate social responsibility on consumer behavior,I think all the literatures can be divided into two categories,"corporate social responsibility-business factors-consumer response",and "corporate social responsibility-consumer factors-consumer response." Actually,corporate social responsibility can work in two ways at the same time.Consumers can not know all the information about the enterprises,corporate social responsibility can work through mediation variables.Corporate image is an overall impression on company according to consumer’s purchase experiences and information from others,furthermore,the impression can influence consumers’ attitudes and decision towards products.Customer perceived value is the overall evaluation of products and services after weighing the total cost and total revenue in the process of purchasing.The positive effect of customer perceived value on customer purchase decision,customer satisfaction and customer loyalty has been proved by many domestic and foreign scholars.So this article will combine the two approaches and introduce corporate image and customer perceived value into the model to discuss the interaction between them.The paper analysis whether corporate social responsibility influence the young consumers’ attitudes and behaviors when purchasing a cellphone.The empirical research come to conclusions as follows:Firstly,social responsibility conducted by corporate can influence customer behaviors positively;Secondly,corporate social responsibility influence corporate image positively,and corporate image influence customer citizenship behavior positively,so corporate image plays an intermediary role;thirdly,corporate social responsibility influence customer perceived value positively,and customer perceived value influence customer citizenship behavior positively,so customer perceived value plays an intermediary role;Finally,customer perceived value has significant positive effect on corporate image.