Research On The Impact Of Automobile Enterprises Social Responsibility On Consumers’ Purchase Intention

With the rapid growth of China’s economy,the overall national strength has been continuously improved,and a series of social conflicts have become increasingly prominent.Various social problems such as hazy weather,employee jumps,and leakage of personal information may occur at any time around us.The contradiction between the people’s ever-growing needs for a better life and the imbalanced and inadequate development has caused the public to constantly strengthen their rights awareness in the face of these undesirable social issues.As a basic industry closely related to the vital interests of the people,the automobile service industry should realize the importance of implementing social responsibility issues for the development of the company itself.Therefore,under this background,it is of great practical significance to explore the influence of car companies’ social responsibility on consumer purchase intention.Based on the studies of scholars at home and abroad,this article reviews and summarizes the basic theories of corporate social responsibility,corporate reputation and consumer purchase intentions,and draws on the study of domestic and foreign literature on the relationship between corporate social responsibility and consumer purchase intention.On the basis of the characteristics of the auto industry,the social responsibility of auto companies is divided into five dimensions as predictors,which include community responsibility,consumer responsibility,employee responsibility,environmental responsibility and economic responsibility.Corporate reputation is divided into two dimensions of cognition and emotion as mediating variables.Consumers’ purchase intention is used as a benchmark variable to study the relationship between auto company social responsibility and consumer purchase intention.First,a research model was established between the three variables of automobile companies’ social responsibility,corporate reputation and consumer purchase intention.Secondly,this paper uses SPSS 21.0 statistical analysis software to conduct correlation analysis and regression analysis on the relationship between the three,as well as to test the reputational effect of the company’s reputation.The results show that:(1)The five dimensions of automotive companies’ social responsibility are positively affecting the enterprise.The two dimensions of reputation,and economic responsibility,consumer responsibility,employeeresponsibility,environmental responsibility and community responsibility have a decreasing effect on the cognitive reputation of the enterprise;community responsibility,environmental responsibility,consumer responsibility,employee responsibility,economic responsibility and emotional reputation The positive effect of the influence is reduced in turn.(2)The two dimensions of corporate reputation positively influence the purchase intention,and the impact of emotional reputation on the purchase intention is greater than the influence of cognitive reputation on the purchase intention.(3)The five dimensions of car companies’ social responsibilities are positively affecting consumers’ purchase intentions.The influence of consumer responsibilities,employee responsibilities,environmental responsibilities,community responsibilities,and economic responsibilities on purchasing intentions in turn decreases.(4)The corporate reputation plays an intermediary role between the auto company’s social responsibility and the consumer’s purchase intention.Finally,based on the research conclusions of this paper,it provides specific guidance for auto companies to fulfill their social responsibilities.This article puts forward that auto companies should promote social responsibility from the strategic level,the government level and the public level,integrate social responsibility into the business management system and corporate culture,and shape the good image of the company,thereby increasing the consumer’s purchase intention.Finally,according to the deficiencies of this paper,some suggestions are proposed for the future research.