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随着社会经济的高速发展,在商品市场经济中,产品之间的差异正在逐渐的缩小,产品本身的性质及特征对消费者的吸引力正在逐渐的降低。企业社会形象及社会责任对消费者的购买意的影响变得越来越强烈,因此,企业社会责任对一个企业的生存发展具有重要作用。本文首先从企业社会责任的含义、性质对企业社会责任进行阐述从而了解企业承担社会责任的原因,其次分析企业社会责任对消费者购买意向的影响因素,最后了解企业社会责任对消费者购买决策过程的影响。
With the rapid social and economic development, the differences between products are gradually narrowing in the market economy. The attractiveness of the nature and characteristics of the products to consumers is gradually decreasing. The influence of corporate social image and social responsibility on consumers’ purchasing intention becomes more and more intense. Therefore, corporate social responsibility plays an important role in the survival and development of an enterprise. In this paper, firstly, the meaning and the nature of corporate social responsibility are introduced to explain the reasons why corporate undertakes social responsibility. Secondly, the factors that influence corporate social responsibility on consumers’ intention to purchase are analyzed. Finally, the influence of corporate social responsibility on consumer purchasing decision-making process Impact.