An Empirical Study Of The Influence Of Corporate Social Responsibility On Online Customer Loyalty

In recent years,with the continuous popularization and advancement of the Internet and the development of mobile terminals such as smart phones,the influence of the Internet economy has been rapidly expanding with the development of the mobile Internet.The Internet economy is no longer limited to the inherent development model.With the continuous influx of all walks of life,the rapid and timely dissemination of Internet information has brought great opportunities and challenges to Internet companies.At the same time,consumers' understanding of enterprises has long ceased to rely solely on the unilateral output of enterprises.The emergence of various channels and media has facilitated consumers' access to information.As a result,more and more consumers are increasingly demanding companies,and they hope that companies can take on more social responsibilities while creating more wealth.Because the purchase behavior of consumers directly affects the survival and development of the company,gaining more customer loyalty has become the direction for the company to make unremitting efforts.Internet companies do everything they can to meet consumer demand,on the one hand to cope with the increasingly fierce competitive environment,and on the other hand to win more customer loyalty.This paper is devoted to studying the impact of corporate social responsibility on customer loyalty and will further contribute to the sustainable development of Internet companies.This paper summarizes the theoretical research on corporate social responsibility,customer loyalty and corporate reputation in the literature review section,and further combs the related theories of customer loyalty and corporate social responsibility based on the characteristics of Internet companies.The four dimensions of corporate social responsibility are economic responsibility,charity responsibility,network environmental responsibility,and consumer responsibility.Through data analysis,it is tested whether the performance of corporate social responsibility has an impact on customer loyalty and the degree of influence of each dimension.The reputation of the company is used as a mediator to systematically explore the relationship between the two.Through the results of data analysis,it can be concluded that the four dimensions of corporate social responsibility have a positive positive impact on customer loyalty.The impact of charity responsibility is the greatest,followed by economic responsibility,followed by network environmental responsibility and consumer responsibility.Studies have shown that companies often increase their propaganda when they perform charitable responsibilities,making it easier for consumers to perceive,so they have a higher impact onloyalty.At the same time,customer loyalty is clearly affected by the positive impact of corporate reputation,so Internet companies should strive to win consumer praise in order to improve customer loyalty.And corporate reputation has a positive correlation with economic responsibility,philanthropy responsibility,consumer responsibility and network environmental responsibility.Economic responsibility has the greatest impact,philanthropic responsibility is second,and consumer responsibility and network environmental responsibility have little impact on corporate reputation.At the same time,while economic responsibility,philanthropic responsibility,consumer responsibility and network environmental responsibility have a direct impact on customer loyalty,it also has an indirect impact on customer loyalty through the intermediary variable of corporate reputation.