The Effects Of Corporate Public Servce Activities On Consumers' Purchase Intention

In this paper,the research to the enterprise and the common progress of the social public welfare undertakings for the fundamental research starting point,through literature research,questionnaire survey method,correlation analysis method,comparative method and so on research methods about the present situation of the development of the enterprise in the aspect of public welfare undertakings and public welfare,enterprise publicity at home and abroad on consumer purchase intention of the current state of research perspective,research results is analyzed,and the basic situation of RS jewelry company,the position in industry,are engaged in commercial projects,participate in public welfare undertakings,and development status of the jewelry company in other ways.Through the survey we found that about Customers for the RS company's income is between 3000 yuan and 5000 yuan,RS jewelry company's public activities are always through the Internet,and duringthe jewelry publicity process,brands and prices are the most important factor for consumers.Consumers are more aware of enterprises' brand awareness after learning about public welfare activities and it also play a role in promoting consumption.The study found that there is a positive correlation between CSR and consumer purchase intention through the Spearman correlation coefficient and Kendall's coefficient P value.Enterprise public welfare can promote consumer's purchase intention to a certain extent.Through linear regression model test,we can find that the correlation coefficients between the independent variables and dependent variables are higher.Finally,a series of related Suggestions are put forward for the research results of this paper.Through the analysis of RS jewelry company is not difficult to find that enterprises to participate in social welfare activities,the implementation of public marketing strategy,the company's marketing and corporate sustainable and healthy development play a certain role in promoting,will also help to establish a good Corporate image.The research of this paper,based on the common progress of enterprises and social welfare undertakings,will provide some referenc for other jewelry enterprises and high-end luxury goods industry.