An Empirical Study On The Impact Of Corporate Social Responsibility On Consumers’ Purchase Intention

In the recent years,food safety,environmental pollution,the leakage of consumer information and other issues have become increasingly prominent,and gradually aroused the attention of consumers.The consumers ’ values and consumption view are increasingly changed with the development of the society.Consumers hope that companies can help to solve social and environmental issues as the responsible members of society.Because the Consumer’s purchasing behavior directly affects the survival and development of enterprises,Obtaining consumers’ identification and support is always the ultimate objective pursued by the enterprise.With the gradual saturation of the home appliance market,as well as the increasing production capacity of the industry,resulting in the increasingly fierce competition in the home appliance market.household electrical appliance enterprises should strive to start from the needs of consumers to seek new growth points.The research subject of the influence of corporate social responsibility on consumers’ purchase intention has important guiding significance for the formulation of relevant strategies.This paper have summarized and combed the relevant literature on corporate social responsibility,corporate reputation and consumers’ purchase intention.Based on the predecessors’ theory and the characteristics of home appliance industry,this article have chosen the economic responsibility,consumer responsibility and environment responsibility as the three dimensions which consumers are more likely to perceive to explore whether corporate social responsibility impact on Consumers’ purchase intention and what is the difference between each dimension about the influence degree.This paper considered the corporate reputation as an intervening variable which makes corporate social responsibility affect consumers’ purchase intention,and hoped that through this research will obtain a better understanding about the direct and indirect effects of corporate social responsibility on consumers’ purchase intention.Questionnaire survey is the main research method of this paper,and the survey object is ordinary consumers.In this paper,the multiple regression method is used to analyze the linear relationship between the dimensions of corporate social responsibility and consumers’ purchase intention.The intermediary effect of corporate reputation will be tested by sequential test.The research results indicate that corporate social responsibility can positive affect consumers’ purchase intention.In the three dimensions of corporate social responsibility,consumer responsibility has the largest influence on consumers ’ purchase intention,economic responsibility has minimum impact on consumers’ purchase intention,and theimpact of environmental responsibility is moderate.But the gap of the influence coefficient between environmental responsibility and consumer responsibility has become less apparent.This shows that consumers have taken the environmental responsibility seriously.To obtain a higher purchase rate the enterprise must put the protection of consumers ’ interests as the most important thing.But environmental responsibility should not be ignored,especially with the increasingly serious environmental problems,and the environmental problems directly related to the interests of consumers.Consumers’ awareness of environmental protection has been significantly improved,they also put forward higher requirements on the environmental responsibility of enterprises.Corporate economic responsibility,consumer responsibility,environmental responsibility not only have a direct impact on the consumers’ purchase intention,but also through the reputation of enterprises have an indirect impact.Relatively speaking,the impact of economic responsibility on consumers ’ purchase intention is more proceeds from the intermediary variables,and environmental responsibility has a greater direct impact on the purchase intention.