A Study On The Influence Of Consumer Cognition Of Corporate CSV Activities On Consumer Identification And Purchasing Intention

With the continuous development of society,socially responsible behavior of enterprises is not only a good surface image set up by enterprises competing for benefits,but also a change made by enterprises from the perspective of long-term survival and the development needs of society as a whole.Consumers are now more and more concerned about the community and social environment in which they live,and therefore they increasingly expect companies to pay attention to their impact on the external environment in the production and operation process,which puts forward objective requirements for companies to assume social responsibility.The most important feature of CSV is that companies not only create economic value,but also create social value,so as to continuously improve their economic strength and promote the development of society as a whole.development.Based on this perspective,it is important to study the relationship between CSV activities and consumers’ willingness to buy,in order to promote the proactive fulfillment of social responsibility in the form of creating shared value,improving business strategies and reshaping social images.In the current study,although the influence between corporate social responsibility and consumers’ willingness to buy has been discussed in the literature,there are few studies that explore the role of corporate CSV strategies on consumers’ psychology and how consumers of different self-constructed types respond to information about such activities from the perspective of creating shared value.Based on this,this paper expands on the following four aspects based on the shared value creation perspective: first,it compares relevant studies on corporate CSV activities,consumer identity,purchase intention,and self-construction based on domestic and international literature;second,it reveals the association between corporate CSV activities,purchase intention,consumer identity,and self-construction types through theoretical analysis,and investigates the role of consumer identity,self-construction,and self-construction in corporate CSV activities respectively.The relationship between corporate CSV activities and purchase intentions,the mediating role of consumer identity and the moderating role of self-construction are studied respectively;again,data are obtained by using the questionnaire star platform to collect situational experiment questionnaires,and the relationship between corporate CSV activities and purchase intentions,the mediating role of consumer identity and the moderating role of self-construction are analyzed empirically using SPSS 22.0 and AMOS24.0 respectively;finally,based on the results of the study and the Finally,based on the results of the study and the current status of corporate implementation of social responsibility,countermeasures and suggestions are proposed for the strategic implementation of corporate CSV activities.The findings show that: CSV activities significantly mobilize consumers’ purchase intentions;consumer perceptions of CSV activities significantly and positively influence consumer identity;consumer identity also significantly and positively influences consumers’ purchase intentions;consumer identity has a mediating role in the mechanism of the influence of perceptions of CSV activities on purchase intentions;independent self-construal has a significant positive moderating role in the influence of CSV activities of firms focusing on economic value The independent self-construction has a significant positive moderating role in the influence of consumer perceptions on consumer identification for CSV activities that focus on economic value.This series of findings provides an important reference for companies to better implement CSV activities and improve consumers’ purchase intentions.