The Study On The Corporate Social Responsibility And Consumer Purchase Intention

In recent years,the discussion of corporate social responsibility has caused wide public concern.Our country's economy is increasing rapidly,people's living standards has improved significantly,but the level of CSR is lower,and it has lagged behind the development of market economy.Especially in recent years,More and more food safety issues have been exposed.Those problems reflect that many companies have not fulfilled the social responsibility seriously,but taking the Profit as the first point.Consumers are the most important stakeholders of a company,if they can use their "monetary vote" to support companies that fulfill the social responsibility,and to resist companies that fails to fulfill the social responsibility.that can enhance the inner motive power of enterprises to fulfill social responsibility,and consumers also can get better protection.So,corporate social responsibility and consumer purchase intention went into the expansionary positive cycle of the benign interaction.Based on this,Studying the Mechanism of Corporate Social Responsibility and Consumer Purchase Intention have theoretical and practical significance.So far,academia has a lot of researches on the relationship between corporate social responsibility and consumer purchase intention.But most of these studies focus on the content of corporate social responsibility,and few studies reveal the "veil of the surface" to explore the inherent mechanisms of consumer response to social responsibility.This study shows that consumer perceived value is an important factor affecting its response.Therefore,the article find research points through a large number of literature,and use various research methods to study the problem.Closing connection with the Chinese situation,the study shows the following three aspects contents.1.Will corporate social responsibility perception affect consumer purchase intentions?-Based on corporate social responsibility value perception perspective;2.how does corporate social responsibility affect consumer purchasing intentions?-Based on mediating effect of consumer recognition;3.corporate social responsibility on which consumers more significant? – Based on moderating effect of CSR-CA belief.For the above,the study draws several conclusions: First,consumer social responsibility perception can significantly affect the purchase intention,different perceived dimension of the different degree of response,interest perception on the purchase intention of the most intense.Second,consumer recognition playa a significant mediating role between the corporate social responsibility perception and purchase intention.Third,the consumer CSR-CA belief in the corporate social responsibility perception and consumer recognition palys a significant negative moderating role.The innovation of this research is to draw on the perceived value theory to divide the dimension of corporate social responsibility perception.Excavating the internal psychological reaction chain of consumers,Constructing the influence mechanism of consumer perception and purchase intention of consumers and paying more attention to consumers' subjective feelings and Essential reaction.The conclusions of this study will enrich the theory of corporate social responsibility and consumer buying behavior,and provide guidance on the practice of corporate social responsibility.