Research On The Impact Of CSR Perception On Consumers' Purchase Intention

With the advancement of CSR globalization,CSR has aroused widespread concern from all walks of life,however,the problem of social responsibility in China has not been given due attention by enterprises.And consumers are the key stakeholders of the company,if they can "speak with money",with their own strength to motivate companies to actively carry out CSR activities,resist bad CSR behavior,it can have an important impact on the way and enthusiasm of companies to fulfill their social responsibility,consumer interests can also be protected as a result.Based on this,it is of great theoretical and practical significance to research the impact of CSR perception on Chinese consumers ' response.Therefore,from the perspective of consumers,this paper studies whether CSR perception will have an impact on consumer trust and purchase intention,and through the verification of the mediating role of trust to explain how CSR perception affects purchase intention;On this basis,the perspective is further focused on the consumer unrelated-CSR,to study the interaction between prices and such corporate social responsibility;And by verifying the moderating role of CSR support to explore the impact of unrelated-CSR perception on what types of consumers' purchase intention is more pronounced.Through the exploration of the overall situation of consumer CSR response,we hope to understand the CSR attitude of Chinese consumers.Combined with the above research purposes,based on the research results of scholars at home and abroad,this paper puts forward the theoretical framework and hypothesis of the research through logic deduction.A total of 1153 valid data were collected by means of questionnaire survey and experiment,and the empirical analysis was carried out,and the results were obtained,which showed that(1)In the Chinese background,CSR perception will have a significant positive impact on consumer trust and purchase intention;(2)Consumer trust plays a mediating role between the CSR perception and purchase intention;(3)There is no interaction between consumer unrelated-CSR perception and price,specifically,this kind of CSR perception does not eliminate consumer sensitivity to prices,but the impact on consumer willingness to buy is greater than the price;(4)CSR support plays a moderating role between consumer unrelated-CSR perception and purchase intention.In practice,the vague cognition of managers about Chinese consumers' CSR attitude has inhibited the enthusiasm of enterprises to fulfill social responsibility to a certain extent.And the empirical results of this paper can help managers understand the CSR attitude of Chinese consumers,so as to promote enterprises to actively implement CSR strategy,and guide enterprises to effectively carry out CSR marketing.In addition,from the theoretical point of view,this study also enriches the research of CSR under the background of developing countries.