CAJ | 학술논문

基于消费者视角,对企业社会行为与消费者满意度的内在影响机制进行了研究,研究企业声誉、感知质量和感知价值在两者之间的作用。以国产乳制品行业为例构建了企业社会责任-消费者满意度模型,并进行实证分析。结果表明：企业社会责任对消费者满意度呈现显著的正向影响;企业社会责任对企业声誉存在显著的正向影响;企业社会责任、企业声誉对感知质量均存在显著的正向影响;企业社会责任、企业声誉、感知质量对感知价值有显著的正向影响;感知价值对消费者满意度存在显著的正向影响。企业社会责任除了直接作用于消费者满意度外,还能够通过企业声誉等变量间接地对消费者满意度产生影响。
기우소비자시각,대기업사회행위여소비자만의도적내재영향궤제진행료연구,연구기업성예、감지질량화감지개치재량자지간적작용。이국산유제품행업위례구건료기업사회책임-소비자만의도모형,병진행실증분석。결과표명：기업사회책임대소비자만의도정현현저적정향영향;기업사회책임대기업성예존재현저적정향영향;기업사회책임、기업성예대감지질량균존재현저적정향영향;기업사회책임、기업성예、감지질량대감지개치유현저적정향영향;감지개치대소비자만의도존재현저적정향영향。기업사회책임제료직접작용우소비자만의도외,환능구통과기업성예등변량간접지대소비자만의도산생영향。
From the consumer＇s perspective,this paper discusses the inherent influence mechanism of corporate social behavior on customer satisfaction,and studies how the corporate reputation and perceived quality affect the perceived values.In domestic dairy industry,corporate social responsibility-customer satisfaction model will be established and empirical analysis will be conducted.The results show that corporate social responsibility has a significant and positive influence on consumer satisfaction;corporate social responsibility also has a significant and positive impact on corporate reputation;corporate social responsibility and corporate reputation both have a significant and positive influence on perceived quality;corporate social responsibility,corporate reputation and perceived quality have a significant and positive influence on perceived value;perceived value significantly and positively affects customer satisfaction.Corporate social responsibility has a direct effect on customer satisfaction as well as an indirect one through corporate reputation and other variables.