Research On The Mechanism Of Corporate Social Responsibility,Customer Engagement And Prosocial Consumption Behavior

With the rapid development of economic globalization,the relationship between enterprises and customers has become increasingly close.In recent years,it has become more and more common for enterprises to actively undertake social responsibilities and customers to give supportive consumption,and an interactive relationship has gradually been reached between companies and customers.However,at present,few scholars have conducted the research on the phenomenon of supportive consumption.Therefore,this paper focuses on this kind of consumption phenomenon and defines it as prosocial consumption behavior,which has theoretical and practical significance for exploring the relationship between enterprises and customers.Therefore,based on social exchange theory and planned behavior theory,this paper introduces customer engagement as the mediator,prosocial personality and subjective norms as the moderators,which builds a research model for corporate social responsibility and prosocial consumption behavior to clearly illustrate the impact of corporate social responsibility on customer engagement and prosocial consumption behavior.In this study,443 valid questionnaires were collected.The analysis of five variables and their relationships are carried out by using SPSS 26.0 and AMOS 23.0professional analysis software to test the hypothesis and draw conclusions:(1)Corporate social responsibility positively affects prosocial consumption behavior;(2)Corporate social responsibility positively affects customer engagement;(3)Customer engagement positively affects prosocial consumption behavior;(4)Customer engagement plays a mediating role between corporate social responsibility and prosocial consumption behavior;(5)Prosocial personality has a moderating effect between customer engagement and prosocial consumption behavior;(6)Subjective norms can play a moderating role between customer engagement and prosocial consumption behavior,but subjective norms can not play a moderating role between cognitive engagement and prosocial consumption behavior.This study complements the academic research on prosocial consumption behavior,opens up the research black box from corporate social responsibility to prosocial consumption behavior,and lays a theoretical foundation for subsequent scholars’ research.At the same time,this research has strong practical significance,and has a guiding role in the combination of enterprises’ social responsibility and their own business strategies,which confirms that enterprises’ active undertaking of social responsibility can trigger prosocial consumption behavior.In this way,enterprises can pay attention to customer psychology,actively assume responsibility,and strictly regulate their own behaviors.It helps achieve a good interaction between enterprises and customers,and achieve a win-win situation between enterprises,customers and society.