Research On The Influence Of Corporate Social Responsibility On Consumers' Charitable Purchase Intention

Poverty is a common obstacle to the development of human society.China has carried out many practices in poverty alleviation and achieved good results.However,with the deepening of poverty alleviation,challenges such as "hard bone" and returning to poverty become more and more serious.In the exploration of poverty alleviation,it is gradually recognized that market mechanism is needed to achieve sustainable poverty alleviation and consumption means are used to promote poverty alleviation.Consumers' charitable purchase behavior is affected by their will,so how to improve the charitable purchase intention has become an important thinking goal.In addition,with the continuous improvement of people's social responsibility awareness in recent years,consumers hope that enterprises can actively undertake social responsibility and use the resources of enterprises to promote or help solve social problems.Enterprises also want to obtain the recognition of consumers through social responsibility activities,so as to form their own core competitiveness.Therefore,the research on the impact of corporate social responsibility on consumers' charitable purchase intention is of great research value.From the perspective of the history of corporate social responsibility research,the vision of the current stage of research is expanding from the study of corporate participation in charitable activities to the radiation impact on stakeholders.The influence system of social responsibility involves enterprises,consumers and other third-party organizations.The structure is complex,and the conclusions drawn in different research situations are also different.Most of the relevant research focuses on the enterprise level,and the research from the perspective of consumers is very limited,especially the empirical analysis using data.Therefore,based on the literature review and analysis,aiming at the shortcomings of existing research,this study constructs theoretical model and hypothesis path from the perspective of consumers,establishes SEM model with SPSS and Amos,and analyzes the two dimensions of high-order and low-order quantitatively.Finally,process is used to verify the conditional process model.Specifically,this study starts from the four subdivisional dimensions of corporate social responsibility that consumers attach great importance to: economic dimension,legal dimension,moral dimension and charity dimension,introduces the intermediary variable consumer identity,and at the same time,adds the regulatory variable of consumer perceived effectiveness,constructs an intermediary model with regulation,compared with the previous single intermediary or regulatory effect Research,this paper can more in-depth reveal the impact of corporate social responsibility and charitable purchase intention path.According to the research results,we can draw the following conclusions:(1)corporate social responsibility can have a significant positive impact on charitable purchase intention.In the various dimensions of corporate social responsibility,including economic,legal and moral,charitable dimensions,economic responsibility is still the most important,but moral responsibility and charitable responsibility are closely followed by economic,followed by legal responsibility.(2)Consumer identity plays an intermediary role in the path of corporate social responsibility and consumer charitable purchase intention.(3)Through the test of conditional process model,it is found that corporate social responsibility has an impact on charitable purchase intention through consumer identity,and the intermediary process is regulated by the moderating variable consumer perceived effectiveness.Under the background of poverty alleviation,this paper understands corporate social responsibility from the perspective of charity consumption,which provides a useful supplement for the research of corporate social responsibility.The essence of understanding charity consumption from the perspective of corporate social responsibility is to solve the problem of poverty by using market mechanism,which also opens a new starting point for charity consumption theory.