华东经济管理
華東經濟管理
화동경제관리
East China Economic Management
2015年
3期
35~40
,共null页
企业社会责任 购买意愿 企业特征 企业声誉 产品质量
企業社會責任 購買意願 企業特徵 企業聲譽 產品質量
기업사회책임 구매의원 기업특정 기업성예 산품질량
corporate social responsibility; purchase intention; firm characteristics; corporate reputation; product quality
企业社会责任涉及多个维度,由于资源有限,企业很难做到面面俱到。文章将企业社会责任划分为经济责任、道德-法律责任和慈善责任三个维度,分析了每个维度对消费者购买意愿的影响,并探讨了企业特征的调节作用。结果显示：道德-法律责任影响最大;企业声誉较高时,慈善责任影响最大,反之,则道德-法律责任影响最大;产品质量较高时,慈善责任影响最大,反之,则道德-法律责任影响最大。结论有望为企业有效配置资源来履行社会责任、实现收益最大化提供理论指导。
企業社會責任涉及多箇維度,由于資源有限,企業很難做到麵麵俱到。文章將企業社會責任劃分為經濟責任、道德-法律責任和慈善責任三箇維度,分析瞭每箇維度對消費者購買意願的影響,併探討瞭企業特徵的調節作用。結果顯示：道德-法律責任影響最大;企業聲譽較高時,慈善責任影響最大,反之,則道德-法律責任影響最大;產品質量較高時,慈善責任影響最大,反之,則道德-法律責任影響最大。結論有望為企業有效配置資源來履行社會責任、實現收益最大化提供理論指導。
기업사회책임섭급다개유도,유우자원유한,기업흔난주도면면구도。문장장기업사회책임화분위경제책임、도덕-법률책임화자선책임삼개유도,분석료매개유도대소비자구매의원적영향,병탐토료기업특정적조절작용。결과현시：도덕-법률책임영향최대;기업성예교고시,자선책임영향최대,반지,칙도덕-법률책임영향최대;산품질량교고시,자선책임영향최대,반지,칙도덕-법률책임영향최대。결론유망위기업유효배치자원래리행사회책임、실현수익최대화제공이론지도。
Corporate social responsibility involves nmhiple dimensions. It is difficult for enterprises to fulfill every as- pect with limited resources. The paper classities cold, orate social responsibility into three dimensions： economic re- sponsihility, ethical-legal responsibility and philanthropic responsibility, makes an analysis on the impact of each dimension on consumer purchase intention, and explores the moderating effect of firm characteristics. The results show that ethical-legal responsibility has the largest impact on consumer purchase intention. When corporate reputa- tion is high, philanthropic responsibility has the largest impaet on consumer purchase intention, otherwise, ethi- cal-legal responsibility is the largest influencing t＇aetor. When product quality is high, philanthropic., responsibility has the largest impact, otherwise, ethical-legal responsibility is the largest influencing factor. The findings are ex- pected to provide theoretical guidelines for firms to better utilize resources to fulfill social responsibility effectively and realize their ,naxinuun benefits.
