The Influence Of Hotel Corporate Social Responsibility Perception On Consumers' Willingness To Purchase And Premium Payment

With the continuous promotion of the community with a shared future for mankind,corporate social responsibility has been paid more and more attention by the society,but the development level of corporate social responsibility in China still lags far behind that of developed countries,especially in China's hotel industry,in recent years,the lack of social responsibility,such as environmental pollution,waste of resources and lack of protection of consumers' rights and interests,has been continuously exposed,which is not conducive to the long-term sustainable and high-quality development of the hotel industry.Although corporate social responsibility is highly valued by theorists and enterprises,the development of corporate social undertakings needs the corresponding economic foundation,and there are some obstacles in the actual development.The purchasing behavior of consumers is the most important source of income for the hotel,if the hotel actively assumes corporate social responsibility can be recognized by consumers,and repay the hotel through positive attitude and behavior,then it will effectively mobilize the enthusiasm of the hotel to assume social responsibility.Therefore,it is of great significance to study consumers' response to hotel corporate social responsibility attitude and behavior.This paper chooses to study the influence of hotel corporate social responsibility on consumers' brand trust(attitude),purchase intention and premium payment willingness(behavior)from the perspective of consumer perception,with brand trust as the mediator.explain the influence mechanism of perceived hotel corporate social responsibility on consumers' willingness to purchase and premium payment,and verify the regulatory role of corporate social responsibility matching.Explore what kind of corporate social responsibility has a more significant impact on consumer brand trust.Combined with the research purpose and existing research basis,this paper puts forward the research hypothesis and theoretical framework,and comprehensively uses the statistical analysis software such as SPSS22.0,Amos22.0,Process2.13 to analyze the 396 valid questionnaires collected.The results are as follows:(1)Consumer responsibility,environmental protection responsibility and social support responsibility positively affect consumers' willingness to purchase and willingness to pay premium.Environmental protection responsibility and social support responsibility have more significant influence on consumers' willingness to buy,while consumer responsibility and environmental protection responsibility have more significant influence on consumers' willingness to pay premium.(2)Brand trust plays an intermediary role between consumer responsibility,environmental protection responsibility,social support responsibility and consumers' willingness to buy and premium payment;(3)CSR matching positively regulates the impact of consumer responsibility and environmental protection responsibility on consumer brand trust,but the moderating effect between social support responsibility and consumer brand trust is not significant.The research results of this paper can help hotel operators understand consumers' attitude towards responsible hotels and arouse the attention of operators,so as to promote the development of social undertakings in the hotel industry.