企业社会责任对消费者购买意向的影响研究
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摘要
我国改革开放30年来，经济得到持续快速的发展，综合国力大幅提升，人民生活明显改善。但是，由于在我国目前的转轨经济中，市场经济体制还很不完善，企业的社会责任水平严重滞后于我国改革实际。这不仅会阻碍我国改革的深化，甚至会激化各种社会矛盾。
消费者是企业最重要的利益相关者，如果他们能运用自己的“货币选票”，支持履行社会责任的企业，抵制不履行社会责任的企业，有助于增强企业履行社会责任的内在动力，消费者利益也能得到更好的保障。如此往复，企业社会责任与消费者购买意向就进入良性互动的扩张性正循环。正是从这个意义上说，研究企业社会责任对消费者购买意向的影响具有重要的理论和实践意义。
至今关于企业社会责任与消费者购买意向关系的研究表明，大部分的消费者认为企业应该承担社会责任，企业社会责任与消费者购买意向是有联系的。然而，绝大部分的研究都是以发达国家的消费者为研究主体，未能充分讨论社会文化背景差异和经济发展阶段不同对这两者关系的影响。目前，我国企业社会责任对消费者购买意向影响的研究还有着很大的空间。例如，企业社会责任会不会影响消费者购买意向？影响程度有多大？消费者购买意向受或不受企业社会责任影响的原因是什么？在我国是不是存在社会期望的、具有社会责任感的消费者？如果企业社会责任影响消费者购买意向，那么这种影响的方式和途径如何？企业社会责任对哪些消费者的购买意向影响更显著？虽然国外相关研究涉及到这些问题，但结论并不一致。更不用说，这些论断还远远不能回答和解释中国的相关问题，甚至可以说，到目前为止，中国的相关问题仍然在“黑匣子”之中。
为此，本项研究综合运用市场营销学、经济学、心理学、企业伦理学及企业社会责任的基本理论和方法，紧密结合中国实际，采用半结构访谈、问卷调查和实验研究等三种研究方法，就以下三项内容进行了实证研究。
第一，企业社会责任会不会影响消费者购买意向？——基于企业社会责任的消费者类型、特征、原因及影响因素研究。
目前国内的研究主要调查和研究消费者购买意向是否受企业社会责任的影响，并没有涉及到影响程度的不同，也没有按不同的影响程度来划分消费者类型，以及探究造成影响程度不同的原因。国外已有的相关研究也没有将企业社会责任对消费者购买意向的影响和消费者购买决策过程联系在一起来分析。本研究将企业社会责任对消费者购买意向的影响与消费者购买决策的5个过程相结合，通过半结构访谈和问卷调查，根据企业社会责任对消费者购买意向影响程度的不同，将消费者分类，并且探究每类消费者的分布、特征、原因以及影响因素。
第二，企业社会责任如何影响消费者购买意向？——消费者认同在企业社会责任与消费者购买意向中的中介作用研究。
目前大部分研究只是关注企业社会责任本身，直接基于一家虚拟企业的社会责任水平高低，研究企业社会责任如何通过影响消费者认同，然后再影响消费者购买意向。而且，已有的研究很少提及哪些因素可能会影响消费者认同度。本研究以饮料行业中的真实企业的慈善行为作为研究对象，通过问卷调查，从消费者对企业社会责任的主观感受角度，探究企业社会责任是直接影响消费者购买意向，还是通过消费者认同来影响消费者购买意向，抑或两者兼而有之。为了进一步提高企业社会责任对消费者购买意向的影响力，同时探究哪些消费者个体因素会影响企业社会责任与消费者认同之间的关系。
第三，企业社会责任对哪些消费者影响更显著？——消费者个体特征在企业社会责任与消费者购买意向中的调节作用研究。
目前已探明在企业社会责任与消费者购买意向中具有调节作用的消费者个体特征变量，相对可能会对消费者购买决策造成影响的消费者个体特征变量来说，还有很大的研究空间。本研究根据消费者决策理论，结合消费者的实际感受，兼顾消费者个体差异的客观事实，采用实验方法，以饮料行业中的虚拟企业为研究对象，检验消费者幸福感、消费者对企业道德行为的期望、消费者感知的消费行为影响力和消费者对企业社会责任支持度这四个消费者个体特征变量在企业社会责任与消费者感知的企业社会责任水平，以及消费者感知的企业社会责任水平与消费者购买意向中的调节作用。
通过研究得出以下主要结论：
第一，在当今中国社会，企业社会责任受到广泛的关注，大部分消费者的购买行为已经一定程度上受到企业社会责任的影响，但是具有社会责任感的消费者规模仍需进一步扩大。
第二，消费者性别和收入对企业社会责任与消费者购买意向的关系影响不大；学历越高，企业社会责任对消费者购买意向影响越大；随着年龄的增长，消费者购买意向受企业社会责任的影响减弱。
第三，消费者感知的企业社会责任可以促进消费者购买意向和消费者认同的提高，消费者认同部分地起到了消费者感知的社会责任与购买意向关系的中介作用。消费者是否了解企业具体的社会责任行为，特别是企业老客户，对消费者认同有显著影响。
第四，消费者的幸福感在消费者感知的企业社会责任水平与消费者购买意向中有正向调节作用；消费者对企业道德行为的期望在企业社会责任与消费者感知的社会责任中有正向调节作用；消费者感知的消费行为影响力在企业社会责任与消费者感知的社会责任，以及消费者感知的企业社会责任与消费者购买意向中没有调节作用，但能促进消费者购买意向；消费者对企业社会责任支持度在企业社会责任与消费者感知的社会责任，以及消费者感知的企业社会责任与消费者购买意向中有正向调节作用。
第五，目前中国消费者大众自身消费行为影响力的意识不强，具有权威性且易获得的企业社会责任信息仍很缺乏，丰富消费者企业社会责任知识、提供具有权威性且易于获得的企业社会责任信息，以及提高消费者对自身消费行为影响力的意识，都能积极促进企业社会责任对消费者购买意向的影响力。
本论文的创新之处主要体现在以下三个方面：
第一，将企业社会责任对消费者购买意向的影响与消费者购买决策过程相结合，采用半结构访谈和问卷调查相结合的形式，根据消费者购买意向受企业社会责任影响程度的不同，探究企业社会责任对消费者决策过程产生影响的阶段，并据此将消费者分为未考虑者、考虑者、行动者和维持者，并且分析了这四类消费者的分布、特征、原因以及影响因素。
第二，以真实企业为研究对象，强调消费者感知的主观性，探究企业社会责任如何通过消费者认同影响消费者购买意向，以及哪些因素可能会影响企业社会责任和消费者认同之间的关系。研究结果发现消费者对企业社会责任相关信息了解得越多，意识越强，特别是对企业的老客户，就越能通过提高消费者感知的企业社会责任水平和消费者认同，间接提高消费者购买意向。
第三，进一步探究了影响企业社会责任与消费者购买意向关系的消费者个体特征因素，注重消费者主观感受，研究这些变量对企业社会责任与消费者感知的社会责任，以及消费者感知的企业社会责任与消费者购买意向的调节作用。研究结果发现一个新的企业社会责任与消费者购买意向关系的调节变量——消费者幸福感，这是消费者个体特征中重要的变量之一，也是目前社会最为关注的一个话题。研究发现，当消费者感知的企业社会责任水平出现差别时，幸福感强的消费者购买意向比幸福感弱的消费者要更强。
本研究的结论将丰富企业社会责任与消费者购买行为的相关理论，同时，可以为有关部门、企业制订相应的政策措施提供理论指导，促使企业积极履行社会责任，促进消费者对企业社会责任做出积极的响应，推进我国企业社会责任的建设，促使企业与社会的可持续发展。
Thirty years of opening and reform in China has witnessed fast and continuous developmentof economy, dramatic advance of overall national strength as well as obvious improvement ofpeople’s living standard. Whereas, since China is still in the transition period of economy and themarket economy system is far from sound, corporate social responsibility (CSR) level legs behindthe development of economy, which not only baffles the deepening of economic reform but alsoexacerbates all kinds of social contradictions.
Consumer is the most important stakeholder of the company. If they can use the “currencyvotes” to support socially responsible companies and reject the products of the sociallyirresponsible companies, the companies will be motivated to undertake social responsibility andthe consumer’s benefits will in turn be protected. In this way, a benign and interrelatedrelationship between CSR and consumer’s purchase intention (PI) will be self-fulfilled. Based onthe above analysis, the author deems that the study on the relationship between CSR and PI hassignificant theoretical and pragmatic meaning.
The previous study on the relationship between CSR and PI reveals that most consumersbelieve that companies should undertake social responsibility and CSR performance is related toconsumers’ PI. The majority of these researches in this field takes consumers of developedcountries as the object of study and fails to consider the impact of different social, culturalbackground and different stages of economic development on the relationship between CSR andPI. For the moment, a gap exists in the research of the relationship between CSR and PI indeveloping countries like China. Questions as follows need to be answered: Does CSR haveimpact on consumers’ PI in daily life? If yes, how much is the impact? What are the reasons forconsumer’s PI being or not being affected by CSR? Are there CSR conscious consumers asexpected by the society in China? If CSR does affect consumers PI, how does this kind ofinfluence work? What kind of consumers will be more deeply affected by CSR in terms of their PI?Study on these questions can be found in relative literatures but no unanimous conclusions haveyet been reached and almost no attempt has been made to find out answers to these questions in aChinese setting.
By adopting theories and methods from different fields, such as marketing, economics,psychics and CSR, this study focuses on the relationship between CSR and PI in China. By meansof semi-structured interviews, surveys and experiments, the paper carries out an empirical researchin the following three aspects.
First, do CSR affect PI?---a study on the types, characteristics of consumers and thereasons for, influencing factors of the impact of CSR on PI in light of CSR
For the moment, in China some researches have been made on whether CSR has impact on PIbut they did not reveal the degrees of and reasons for this impact. Also no division of consumershas been made based on the different degrees of CSR impact on PI. Since no existing researcheshave taken into consideration consumer’s response to CSR and purchase decision-making processsimultaneously, this paper attempts to combine the impact of CSR on PI with the five stages ofconsumer’s purchase decision making process. This paper categorizes consumers based on thedifferent degrees of CSR impact on consumer’s PI. The distribution, characteristics and impact ofdifferent types of consumers as well as reasons behind it are also explored in this paper.
Secondly, how does CSR affect consumer’s PI?---a study on the intermediating effectof consumer’s identification between CSR and consumer’s PI.
For the moment, most studies focus mainly on CSR per se. In these studies, the impact ofCSR on consumer’s identification and accordingly consumer’s PI is analyzed based on the CSRlevel of a virtual company, with factors influencing consumer’s identification seldom beingmentioned. Instead, this paper takes the philanthropic activities of a real company from beverageindustry as the object of study. By means of surveys, consumers’ subjective feelings of CSR areanalyzed to make clear if CSR can impact PI directly or via consumer identification or both. Thepaper also explores the factors that may influence the relationship between CSR and consumer’sidentification in order to find out how the impact of CSR on PI can be enhanced.
Thirdly, what kind of consumers will be more significantly affected by CSR?---a studyon the moderating effect of consumer’s individual characteristics between CSR andconsumer’s PI.
There is already a lot of study on consumer’s individual characteristics as variablesinfluencing consumer’s purchasing decision. Comparatively, not enough attempts have been madeto identify consumer’s individual characteristics that may have moderating effect between CSRand consumer’s PI. Thus, based on theories of consumer decision making and consumer’s realfeelings revealed in surveys, this study tests the moderating effect of four consumer characteristicvariables between CSR and consumer’s perceived CSR (PCSR) level, as well as between PCSRand consumer’s PI. The study is based on experiments carried out in a virtual company inbeverage industry with consumer’s individual differences being taken into consideration.
Conclusions as follows are reached via the above three studies:
First, CSR has already attracted great attention in China and the purchasing behavior of mostconsumers has more or less been affected by CSR. It is still necessary to enlarge the size ofconsumers that are CSR conscious.
Secondly, gender and income of consumers do not have significant impact on the relationshipbetween CSR and PI. The higher the consumer’s education background, the deeper the impact ofCSR on PI. The elder the consumer, the lower the impact of CSR on PI.
Thirdly, PCSR may promote PI and consumer’s identification. Consumer’s identification inturn contributes partly to the moderating effect between PCSR and PI. Whether or not consumers, especially return customers know about CSR activities has significant impact on consumeridentification.
Fourthly, consumer’s happiness index has positive moderating effect between PCSR and PI.Consumer’s expectation on CSR has positive moderating effect between CSR and PCSR.Perceived consumer effectiveness (PCE) has neither moderating effect between CSR and PCSR,nor between PCSR and PI but it can promote PI. Consumer’s CSR support has moderating effectbetween CSR and PCSR as well as between PCSR and PI.
Fifthly, for the moment, consumers are not fully aware of the impact of their consumerbehaviors. Reliable and easily accessible information about CSR is deficient. Provision andenrichment of CSR information as well as enhancing consumer’s CSR awareness can increase theimpact of CSR on PI.
The paper attempts to innovate in the following aspects:
First, the impact of CSR on PI is combined with consumer’s purchasing decision makingprocess. The different degrees of impact of CSR on different stages of purchasing decision makingprocess are explored by combining semi-structured interviews and surveys. Based on thecategorization of consumers into precontemplators, contemplators, action-oriented andmaintainers accordingly, the distribution, characteristics and relative reasons of different types ofconsumers as well as influencing factors are analyzed.
Secondly, with a real company as the object of study and by emphasizing the subjectivity ofconsumer’s perception, the study explores how CSR affects consumer’s PI via consumeridentification and which factors may influence the relationship between CSR and consumeridentification. The study reveals that the more consumers know about CSR, the more consciousthey are of CSR. It is especially true with return customers, who may have higher PI indirectly viaincreased PCSR and consumer identification.
Thirdly, consumer’s individual characteristics as variables influencing the relationshipbetween CSR and PI are further explored. Consumer’s subjective feelings are emphasized whenthe moderating effect of these variables between CSR and PCSR, PCSR and PI is studied. Also, anew moderating variable between CSR and PI, namely consumer’s happiness index, is found inthe study. As one of the most important individual characteristics of consumer, happiness indexhas been given more and more attention in recent society. Study in this paper shows that with twodifferent levels of PCSR, consumers with higher happiness index differ greatly in PI thanconsumers with lower happiness index.
The results of this study contributes to relative CSR and consumer behavior theories andprovides theoretical guidelines for relative authorities and companies to formulate correspondingpolicies and measures in order to encourage companies to voluntarily undertake socialresponsibilities and consumers to respond to CSR actively, which will promote the CSRmovement in China as well as the sustainable development of both companies and the society.
消费者是企业最重要的利益相关者，如果他们能运用自己的“货币选票”，支持履行社会责任的企业，抵制不履行社会责任的企业，有助于增强企业履行社会责任的内在动力，消费者利益也能得到更好的保障。如此往复，企业社会责任与消费者购买意向就进入良性互动的扩张性正循环。正是从这个意义上说，研究企业社会责任对消费者购买意向的影响具有重要的理论和实践意义。
至今关于企业社会责任与消费者购买意向关系的研究表明，大部分的消费者认为企业应该承担社会责任，企业社会责任与消费者购买意向是有联系的。然而，绝大部分的研究都是以发达国家的消费者为研究主体，未能充分讨论社会文化背景差异和经济发展阶段不同对这两者关系的影响。目前，我国企业社会责任对消费者购买意向影响的研究还有着很大的空间。例如，企业社会责任会不会影响消费者购买意向？影响程度有多大？消费者购买意向受或不受企业社会责任影响的原因是什么？在我国是不是存在社会期望的、具有社会责任感的消费者？如果企业社会责任影响消费者购买意向，那么这种影响的方式和途径如何？企业社会责任对哪些消费者的购买意向影响更显著？虽然国外相关研究涉及到这些问题，但结论并不一致。更不用说，这些论断还远远不能回答和解释中国的相关问题，甚至可以说，到目前为止，中国的相关问题仍然在“黑匣子”之中。
为此，本项研究综合运用市场营销学、经济学、心理学、企业伦理学及企业社会责任的基本理论和方法，紧密结合中国实际，采用半结构访谈、问卷调查和实验研究等三种研究方法，就以下三项内容进行了实证研究。
第一，企业社会责任会不会影响消费者购买意向？——基于企业社会责任的消费者类型、特征、原因及影响因素研究。
目前国内的研究主要调查和研究消费者购买意向是否受企业社会责任的影响，并没有涉及到影响程度的不同，也没有按不同的影响程度来划分消费者类型，以及探究造成影响程度不同的原因。国外已有的相关研究也没有将企业社会责任对消费者购买意向的影响和消费者购买决策过程联系在一起来分析。本研究将企业社会责任对消费者购买意向的影响与消费者购买决策的5个过程相结合，通过半结构访谈和问卷调查，根据企业社会责任对消费者购买意向影响程度的不同，将消费者分类，并且探究每类消费者的分布、特征、原因以及影响因素。
第二，企业社会责任如何影响消费者购买意向？——消费者认同在企业社会责任与消费者购买意向中的中介作用研究。
目前大部分研究只是关注企业社会责任本身，直接基于一家虚拟企业的社会责任水平高低，研究企业社会责任如何通过影响消费者认同，然后再影响消费者购买意向。而且，已有的研究很少提及哪些因素可能会影响消费者认同度。本研究以饮料行业中的真实企业的慈善行为作为研究对象，通过问卷调查，从消费者对企业社会责任的主观感受角度，探究企业社会责任是直接影响消费者购买意向，还是通过消费者认同来影响消费者购买意向，抑或两者兼而有之。为了进一步提高企业社会责任对消费者购买意向的影响力，同时探究哪些消费者个体因素会影响企业社会责任与消费者认同之间的关系。
第三，企业社会责任对哪些消费者影响更显著？——消费者个体特征在企业社会责任与消费者购买意向中的调节作用研究。
目前已探明在企业社会责任与消费者购买意向中具有调节作用的消费者个体特征变量，相对可能会对消费者购买决策造成影响的消费者个体特征变量来说，还有很大的研究空间。本研究根据消费者决策理论，结合消费者的实际感受，兼顾消费者个体差异的客观事实，采用实验方法，以饮料行业中的虚拟企业为研究对象，检验消费者幸福感、消费者对企业道德行为的期望、消费者感知的消费行为影响力和消费者对企业社会责任支持度这四个消费者个体特征变量在企业社会责任与消费者感知的企业社会责任水平，以及消费者感知的企业社会责任水平与消费者购买意向中的调节作用。
通过研究得出以下主要结论：
第一，在当今中国社会，企业社会责任受到广泛的关注，大部分消费者的购买行为已经一定程度上受到企业社会责任的影响，但是具有社会责任感的消费者规模仍需进一步扩大。
第二，消费者性别和收入对企业社会责任与消费者购买意向的关系影响不大；学历越高，企业社会责任对消费者购买意向影响越大；随着年龄的增长，消费者购买意向受企业社会责任的影响减弱。
第三，消费者感知的企业社会责任可以促进消费者购买意向和消费者认同的提高，消费者认同部分地起到了消费者感知的社会责任与购买意向关系的中介作用。消费者是否了解企业具体的社会责任行为，特别是企业老客户，对消费者认同有显著影响。
第四，消费者的幸福感在消费者感知的企业社会责任水平与消费者购买意向中有正向调节作用；消费者对企业道德行为的期望在企业社会责任与消费者感知的社会责任中有正向调节作用；消费者感知的消费行为影响力在企业社会责任与消费者感知的社会责任，以及消费者感知的企业社会责任与消费者购买意向中没有调节作用，但能促进消费者购买意向；消费者对企业社会责任支持度在企业社会责任与消费者感知的社会责任，以及消费者感知的企业社会责任与消费者购买意向中有正向调节作用。
第五，目前中国消费者大众自身消费行为影响力的意识不强，具有权威性且易获得的企业社会责任信息仍很缺乏，丰富消费者企业社会责任知识、提供具有权威性且易于获得的企业社会责任信息，以及提高消费者对自身消费行为影响力的意识，都能积极促进企业社会责任对消费者购买意向的影响力。
本论文的创新之处主要体现在以下三个方面：
第一，将企业社会责任对消费者购买意向的影响与消费者购买决策过程相结合，采用半结构访谈和问卷调查相结合的形式，根据消费者购买意向受企业社会责任影响程度的不同，探究企业社会责任对消费者决策过程产生影响的阶段，并据此将消费者分为未考虑者、考虑者、行动者和维持者，并且分析了这四类消费者的分布、特征、原因以及影响因素。
第二，以真实企业为研究对象，强调消费者感知的主观性，探究企业社会责任如何通过消费者认同影响消费者购买意向，以及哪些因素可能会影响企业社会责任和消费者认同之间的关系。研究结果发现消费者对企业社会责任相关信息了解得越多，意识越强，特别是对企业的老客户，就越能通过提高消费者感知的企业社会责任水平和消费者认同，间接提高消费者购买意向。
第三，进一步探究了影响企业社会责任与消费者购买意向关系的消费者个体特征因素，注重消费者主观感受，研究这些变量对企业社会责任与消费者感知的社会责任，以及消费者感知的企业社会责任与消费者购买意向的调节作用。研究结果发现一个新的企业社会责任与消费者购买意向关系的调节变量——消费者幸福感，这是消费者个体特征中重要的变量之一，也是目前社会最为关注的一个话题。研究发现，当消费者感知的企业社会责任水平出现差别时，幸福感强的消费者购买意向比幸福感弱的消费者要更强。
本研究的结论将丰富企业社会责任与消费者购买行为的相关理论，同时，可以为有关部门、企业制订相应的政策措施提供理论指导，促使企业积极履行社会责任，促进消费者对企业社会责任做出积极的响应，推进我国企业社会责任的建设，促使企业与社会的可持续发展。
Thirty years of opening and reform in China has witnessed fast and continuous developmentof economy, dramatic advance of overall national strength as well as obvious improvement ofpeople’s living standard. Whereas, since China is still in the transition period of economy and themarket economy system is far from sound, corporate social responsibility (CSR) level legs behindthe development of economy, which not only baffles the deepening of economic reform but alsoexacerbates all kinds of social contradictions.
Consumer is the most important stakeholder of the company. If they can use the “currencyvotes” to support socially responsible companies and reject the products of the sociallyirresponsible companies, the companies will be motivated to undertake social responsibility andthe consumer’s benefits will in turn be protected. In this way, a benign and interrelatedrelationship between CSR and consumer’s purchase intention (PI) will be self-fulfilled. Based onthe above analysis, the author deems that the study on the relationship between CSR and PI hassignificant theoretical and pragmatic meaning.
The previous study on the relationship between CSR and PI reveals that most consumersbelieve that companies should undertake social responsibility and CSR performance is related toconsumers’ PI. The majority of these researches in this field takes consumers of developedcountries as the object of study and fails to consider the impact of different social, culturalbackground and different stages of economic development on the relationship between CSR andPI. For the moment, a gap exists in the research of the relationship between CSR and PI indeveloping countries like China. Questions as follows need to be answered: Does CSR haveimpact on consumers’ PI in daily life? If yes, how much is the impact? What are the reasons forconsumer’s PI being or not being affected by CSR? Are there CSR conscious consumers asexpected by the society in China? If CSR does affect consumers PI, how does this kind ofinfluence work? What kind of consumers will be more deeply affected by CSR in terms of their PI?Study on these questions can be found in relative literatures but no unanimous conclusions haveyet been reached and almost no attempt has been made to find out answers to these questions in aChinese setting.
By adopting theories and methods from different fields, such as marketing, economics,psychics and CSR, this study focuses on the relationship between CSR and PI in China. By meansof semi-structured interviews, surveys and experiments, the paper carries out an empirical researchin the following three aspects.
First, do CSR affect PI?---a study on the types, characteristics of consumers and thereasons for, influencing factors of the impact of CSR on PI in light of CSR
For the moment, in China some researches have been made on whether CSR has impact on PIbut they did not reveal the degrees of and reasons for this impact. Also no division of consumershas been made based on the different degrees of CSR impact on PI. Since no existing researcheshave taken into consideration consumer’s response to CSR and purchase decision-making processsimultaneously, this paper attempts to combine the impact of CSR on PI with the five stages ofconsumer’s purchase decision making process. This paper categorizes consumers based on thedifferent degrees of CSR impact on consumer’s PI. The distribution, characteristics and impact ofdifferent types of consumers as well as reasons behind it are also explored in this paper.
Secondly, how does CSR affect consumer’s PI?---a study on the intermediating effectof consumer’s identification between CSR and consumer’s PI.
For the moment, most studies focus mainly on CSR per se. In these studies, the impact ofCSR on consumer’s identification and accordingly consumer’s PI is analyzed based on the CSRlevel of a virtual company, with factors influencing consumer’s identification seldom beingmentioned. Instead, this paper takes the philanthropic activities of a real company from beverageindustry as the object of study. By means of surveys, consumers’ subjective feelings of CSR areanalyzed to make clear if CSR can impact PI directly or via consumer identification or both. Thepaper also explores the factors that may influence the relationship between CSR and consumer’sidentification in order to find out how the impact of CSR on PI can be enhanced.
Thirdly, what kind of consumers will be more significantly affected by CSR?---a studyon the moderating effect of consumer’s individual characteristics between CSR andconsumer’s PI.
There is already a lot of study on consumer’s individual characteristics as variablesinfluencing consumer’s purchasing decision. Comparatively, not enough attempts have been madeto identify consumer’s individual characteristics that may have moderating effect between CSRand consumer’s PI. Thus, based on theories of consumer decision making and consumer’s realfeelings revealed in surveys, this study tests the moderating effect of four consumer characteristicvariables between CSR and consumer’s perceived CSR (PCSR) level, as well as between PCSRand consumer’s PI. The study is based on experiments carried out in a virtual company inbeverage industry with consumer’s individual differences being taken into consideration.
Conclusions as follows are reached via the above three studies:
First, CSR has already attracted great attention in China and the purchasing behavior of mostconsumers has more or less been affected by CSR. It is still necessary to enlarge the size ofconsumers that are CSR conscious.
Secondly, gender and income of consumers do not have significant impact on the relationshipbetween CSR and PI. The higher the consumer’s education background, the deeper the impact ofCSR on PI. The elder the consumer, the lower the impact of CSR on PI.
Thirdly, PCSR may promote PI and consumer’s identification. Consumer’s identification inturn contributes partly to the moderating effect between PCSR and PI. Whether or not consumers, especially return customers know about CSR activities has significant impact on consumeridentification.
Fourthly, consumer’s happiness index has positive moderating effect between PCSR and PI.Consumer’s expectation on CSR has positive moderating effect between CSR and PCSR.Perceived consumer effectiveness (PCE) has neither moderating effect between CSR and PCSR,nor between PCSR and PI but it can promote PI. Consumer’s CSR support has moderating effectbetween CSR and PCSR as well as between PCSR and PI.
Fifthly, for the moment, consumers are not fully aware of the impact of their consumerbehaviors. Reliable and easily accessible information about CSR is deficient. Provision andenrichment of CSR information as well as enhancing consumer’s CSR awareness can increase theimpact of CSR on PI.
The paper attempts to innovate in the following aspects:
First, the impact of CSR on PI is combined with consumer’s purchasing decision makingprocess. The different degrees of impact of CSR on different stages of purchasing decision makingprocess are explored by combining semi-structured interviews and surveys. Based on thecategorization of consumers into precontemplators, contemplators, action-oriented andmaintainers accordingly, the distribution, characteristics and relative reasons of different types ofconsumers as well as influencing factors are analyzed.
Secondly, with a real company as the object of study and by emphasizing the subjectivity ofconsumer’s perception, the study explores how CSR affects consumer’s PI via consumeridentification and which factors may influence the relationship between CSR and consumeridentification. The study reveals that the more consumers know about CSR, the more consciousthey are of CSR. It is especially true with return customers, who may have higher PI indirectly viaincreased PCSR and consumer identification.
Thirdly, consumer’s individual characteristics as variables influencing the relationshipbetween CSR and PI are further explored. Consumer’s subjective feelings are emphasized whenthe moderating effect of these variables between CSR and PCSR, PCSR and PI is studied. Also, anew moderating variable between CSR and PI, namely consumer’s happiness index, is found inthe study. As one of the most important individual characteristics of consumer, happiness indexhas been given more and more attention in recent society. Study in this paper shows that with twodifferent levels of PCSR, consumers with higher happiness index differ greatly in PI thanconsumers with lower happiness index.
The results of this study contributes to relative CSR and consumer behavior theories andprovides theoretical guidelines for relative authorities and companies to formulate correspondingpolicies and measures in order to encourage companies to voluntarily undertake socialresponsibilities and consumers to respond to CSR actively, which will promote the CSRmovement in China as well as the sustainable development of both companies and the society.
引文
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