CAJ | 학술논문

作为企业成长发展中的重要问题,企业社会责任被越来越多的中外学者所关注。基于阐释意愿与行为之间关系的理性行为理论,融合顾客感知质量与企业声誉,本文构建了企业社会责任对消费者购买意愿影响的概念模型,并通过结构方程模型方法对模型进行检验,以探索企业社会责任各维度对消费者购买意愿的影响程度,以及产品感知质量、企业声誉作为中介变量的合理性。研究结果表明企业社会责任各维度对消费者购买意愿的正向影响存在差异,产品感知质量与企业声誉在企业社会责任对消费者购买意愿的影响中起到了中介作用,理性行为理论在企业社会责任对消费者购买意愿影响机制研究中的运用是合理的。
작위기업성장발전중적중요문제,기업사회책임피월래월다적중외학자소관주。기우천석의원여행위지간관계적이성행위이론,융합고객감지질량여기업성예,본문구건료기업사회책임대소비자구매의원영향적개념모형,병통과결구방정모형방법대모형진행검험,이탐색기업사회책임각유도대소비자구매의원적영향정도,이급산품감지질량、기업성예작위중개변량적합이성。연구결과표명기업사회책임각유도대소비자구매의원적정향영향존재차이,산품감지질량여기업성예재기업사회책임대소비자구매의원적영향중기도료중개작용,이성행위이론재기업사회책임대소비자구매의원영향궤제연구중적운용시합리적。
As one of the important problems in growth and development of corporate, scholars pay more attention to the corporate social responsibility. This paper builds a conceptual model about the effects of social responsibility of corporate on consumer＇s purchase intention, which is based on theory of rational behaviors that explains the relationship between intention and action, the model also fuses customer＇s perceived quality and corporate reputation. The paper tests the model by structural equation modeling approach to explore the degree of the effects of the various dimensions of corporate social responsibility on consumer＇s purchase intention, and the rationality of product perceived quality and corporate rep- utation as intermediary variable. The conclusion demonstrates that the positive eft~cts of the various dimensions of social responsibility of corporate on consumer＇s purchase intention are different, product perceived quality and corporate reputa- tion play intermediary role in the impact of social responsibility of corporate on consumer＇s purchase intention, it also shows that it is reasonable that applying the theory of rational behaviors in the study of mechanism of social responsibility of corporate on consumer＇s purchase intention.