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企业社会责任(CSR)是近年来学术与实践领域关注的热点,如何通过主动承担社会责任以及同时获得消费者的认可是学术界与企业共同关注的问题。本文从消费者的角度出发,从消费者态度与购买意愿两个主要领域研究企业社会责任如何影响消费者对其的响应机制,以及作用于这一机制的调节变量。通过对国内外文献的梳理与回顾,作者得出了相关的结论与启示,同时对于企业的实践给出了一些相关建议。
Corporate social responsibility (CSR) is a hot topic in academic and practice fields in recent years. How to take social responsibility and obtain consumer recognition at the same time is a common concern between academia and enterprises. In this paper, from the consumer’s point of view, from the consumer attitudes and purchase intention of two major areas of research on how corporate social responsibility to consumers response mechanism, as well as the role of regulatory mechanisms for this variable. Through reviewing and reviewing the literature both at home and abroad, the author draws relevant conclusions and enlightenments, and gives some suggestions for the practice of enterprises.