武汉大学学报：哲学社会科学版
武漢大學學報：哲學社會科學版
무한대학학보：철학사회과학판
Wuhan University Journal (Philosophy & Social Sciences)
2010年
2期
244~248
,共null页
企业社会责任 感知风险 感知质量 购买意愿
企業社會責任 感知風險 感知質量 購買意願
기업사회책임 감지풍험 감지질량 구매의원
corporate social responsibility; perceived risk; perceived quality; purchasing intention
企业的社会责任行为会对消费者购买意愿产生影响。正面的企业责任行为会提高消费者对产品质量的感知,降低其对产品风险的感知,从而都会提高消费者购买意愿。负面的企业社会责任行为会降低消费者的产品质量感知,提高了消费者的感知风险,最终降低消费者的购买意愿。感知质量和感知风险在企业社会责任和消费者购买意愿的作用路径中起中介作用。
企業的社會責任行為會對消費者購買意願產生影響。正麵的企業責任行為會提高消費者對產品質量的感知,降低其對產品風險的感知,從而都會提高消費者購買意願。負麵的企業社會責任行為會降低消費者的產品質量感知,提高瞭消費者的感知風險,最終降低消費者的購買意願。感知質量和感知風險在企業社會責任和消費者購買意願的作用路徑中起中介作用。
기업적사회책임행위회대소비자구매의원산생영향。정면적기업책임행위회제고소비자대산품질량적감지,강저기대산품풍험적감지,종이도회제고소비자구매의원。부면적기업사회책임행위회강저소비자적산품질량감지,제고료소비자적감지풍험,최종강저소비자적구매의원。감지질량화감지풍험재기업사회책임화소비자구매의원적작용로경중기중개작용。
To learn how Corporate Social Responsibility effects on consumers＇ purchasing intensions is meaningful both theoretically and practically.Because positive corporate social responsibility associations would increase the perceived quality and decrease the perceived risk,which would both increase the consumers＇ purchasing intensions.The mediating effects of perceived quality and perceived risk are significant.
