商业研究
商業研究
상업연구
COMMERCIAL RESEARCH
2014年
2期
88-96
,共9页
企业社会责任%购买意愿%危机严重性感知%顾客认同
企業社會責任%購買意願%危機嚴重性感知%顧客認同
기업사회책임%구매의원%위궤엄중성감지%고객인동
corporate social responsibility ( CSR)%purchase intention%consumer perceived risk of crisis%consumer i-dentification
本文运用实验法对危机情境下企业社会责任（ CSR）与消费者购买意愿之间的关系进行了分析，发现危机严重性感知对CSR与购买意愿之间的关系具有调节作用，危机严重性感知水平越高，购买意愿对社会责任水平的敏感性下降越快；消费者社会责任支持度与社会责任水平之间存在着交互作用，高社会责任支持者对CSR更加敏感，顾客认同在CSR与消费者购买意愿关系中起到中介作用。
本文運用實驗法對危機情境下企業社會責任（ CSR）與消費者購買意願之間的關繫進行瞭分析，髮現危機嚴重性感知對CSR與購買意願之間的關繫具有調節作用，危機嚴重性感知水平越高，購買意願對社會責任水平的敏感性下降越快；消費者社會責任支持度與社會責任水平之間存在著交互作用，高社會責任支持者對CSR更加敏感，顧客認同在CSR與消費者購買意願關繫中起到中介作用。
본문운용실험법대위궤정경하기업사회책임（ CSR）여소비자구매의원지간적관계진행료분석，발현위궤엄중성감지대CSR여구매의원지간적관계구유조절작용，위궤엄중성감지수평월고，구매의원대사회책임수평적민감성하강월쾌；소비자사회책임지지도여사회책임수평지간존재착교호작용，고사회책임지지자대CSR경가민감，고객인동재CSR여소비자구매의원관계중기도중개작용。
The relationship between corporate social responsibility ( CSR) and consumer purchase intention when a cor-porate is in crisis is investigated through an experiment .The results show that the consumer perceived risk of crisis is a key moderator in the relationship .When the level of perceived risk is high , the sensitivity of purchase intention to CSR level will drop a lot .There is interaction between the degree of CSR support and CSR level .The high CSR support de-gree is more sensitive to CSR .In addition, consumer identification plays an intermediate role in the relationship between CSR and purchase intention .
