Consumers' Perception Of Corporate Social Responsibility And Perceived Altruistic Attribution's Influence On Their Brand Preference

The Novel Coronavirus Pneumonia(COVID-19)has impacted the global society and economy in hitherto unknown ways,resulting in a concentrated increase in CSR behavior in a short time and a psychological impact on market participants including consumers,employees,etc.Therefore,this study aims at the real-time scene of the epidemic situation,and takes the consumers who perceive CSR during this period as the research object,trying to explore the psychological relationship among their perceived CSR,brand preference and perceived altruistic attribution.First and foremost,this article uses a literature analysis method to review the theory and research applicable to CSR,brand preference and peroceived altruistic attribution,and to sort out the relationship between them.Based on the background of the epidemic,this study divides consumers' perception of CSR into three dimensions:environmental responsibility,moral responsibility and public welfare responsibility,and divides consumers' brand preference into three dimensions:cognitive preference,emotional preference and behavioral tendency.It constructs a theoretical model with consumers' perception of CSR as the independent variable,brand preference as thr dependent variable,and perceived altruism as the moderating variable At the same time,according to the theoretical model,the research hypothesis is put forward,and the corresponding questionnaire is designed.Secondly,the questionnaire survey method was used to collect data on a number of domestic mainstream social platforms,and a total of 498 valid subjects were obtained.Finally,the colleted data are analyzed by spas22.0 to verify the research hypothesis and theoretical model.Finally,through data analysis,the following results are obtained:Based on the backround of the epidemic,(1)Consumers' perception of corporate social responsibility has a significant impact on their brand preferences.Among them,consumers' perception of corporate social responsibility is environmental responsibility,moral responsibility,and public welfare responsibility.Metropolis has a positive and significant influence on brand preference;(2)Consumers' perception of corporate social responsibility has a significant influence on brand preference and its secondary dimensions,that is,consumers' preference for brand perception,brand emotional preference,and brand behavior preference are all affected by their perceived corporate social responsibility The positive and significant impact of social responsibility;(3)Consumers' perceived altruistic attribution plays a positive role in the perception of corporate social responsibility and brand preference,and for consumers with high perceived altruistic attribution,compared to Consumers with low perception of altruistic attribution,when their perceived corporate social responsibility increases,brand preference will show a more significant upward trend;(4)Perceived altruistic attribution is based on consumer perception of corporate social responsibility and brand cognitive prefeerences and behavior Tendency and preference play a positive regulatory role,but they do not play a regulatory role in perceiving the relationship between corporate social responsibility and emotional preferences;(5)In demographic characteristics,age,occupational type,and educational background will affect consumers'perception of a company Social responsibility and its brand preferenceAt last,based on the research results and from a practical perspective,this article proposes suggestions for the future implementation of corporate social responsibility strategies in response to corporate social responsibility behaviors and consumer psychological characteristics during the epidemic:(1)Multi-dimensional practices such as environment,ethics,and public welfare are integrated.Implement corporate social responsibility,strengthen the establishment of corporate public relations early warning mechanisms to respond to social risk events that may occur at any time;(2)gather all forces to establish a brand image,grasp the psychological characteristics of consumers,and effectively enhance consumers' recognition of the brand Preferences are formed on knowledge,emotion and behavioral tendencies;(3)Strategically cultivate the altruistic awareness and service awareness of the organization's employees,and urge consumers to feel sincere about corporate behaviors and smoothly make altruistic attributions.The limitations of this study mainly include three points:(1)The sample size is insufficient and restricted by region,sample representativeness is limited,the sampling range is too small,and the research structure is also limited due to the concentration of research objects.The universality is open to question;(2))The research method is single and the control of irrelevant variables is insufficient.Only the self-reported questionnaire method is used instead of the experimental method.There may be common variation errors such as social approval;(3)Corporate social responsibility and non-epidemic conditions The brand preference has not been compared and examined,and the lack of vertical comparison has led to restrictions on promotion.It is hoped that future studies can address the above problems to make improvements.