基于TRA理论的CSR口碑对消费者购买意愿影响研究

被引：4

作者：

刘文俊 ^{[1
,2
]}

周志强 ^{[1
,2
]}

机构：

[1] 湖南科技大学管理学院

[2] 湖南科技大学湖南省新型工业化研究基地

来源：

湖南科技大学学报(社会科学版) | 2016年 / 19卷 / 02期

关键词：

企业社会责任; 口碑效应; 产品感知价值;

D O I：

10.13582/j.cnki.1672-7835.2016.02.012

中图分类号：

F270 [企业经济理论和方法];

学科分类号：

摘要：

基于TRA理论,引入企业声誉和产品感知价值,构建了企业社会责任口碑(CSR WOM)对消费者购买意愿影响的概念模型,并通过回归分析法对研究假设进行检验,以探究企业社会责任口碑对消费者购买意愿的影响程度,以及企业声誉、产品感知价值的中介作用。结果表明:企业社会责任口碑对消费者购买意愿存在显著正向作用,企业声誉和产品感知价值在企业社会责任口碑对消费者购买意愿的影响中起到了部分中介作用。

引用

页码：64 / 69

页数：6

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