企业社会责任与消费者购买意愿分析

被引：9

作者：

李海廷

机构：

[1] 烟台大学经济管理学院

来源：

商业研究 | 2014年 / 02期

关键词：

企业社会责任; 购买意愿; 危机严重性感知; 顾客认同;

D O I：

10.13902/j.cnki.syyj.2014.02.017

中图分类号：

F272-05 []; F713.55 [商业心理学、市场心理学];

学科分类号：

1201 ; 040203 ;

摘要：

本文运用实验法对危机情境下企业社会责任(CSR)与消费者购买意愿之间的关系进行了分析,发现危机严重性感知对CSR与购买意愿之间的关系具有调节作用,危机严重性感知水平越高,购买意愿对社会责任水平的敏感性下降越快;消费者社会责任支持度与社会责任水平之间存在着交互作用,高社会责任支持者对CSR更加敏感,顾客认同在CSR与消费者购买意愿关系中起到中介作用。

引用

页码：88 / 96

页数：9

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