摘 要
随着社会经济的发展和公众意识的提高，企业社会责任(CSR)日益成为影响消费者决策的重要因素。本研究旨在探讨企业社会责任对消费者购买意愿的影响机制，通过系统梳理相关理论并结合中国国情特点，构建了包含感知价值、信任和品牌形象等中介变量的研究模型。采用问卷调查法，在全国范围内选取不同行业、年龄层次和地域特征的1200名消费者作为样本，运用结构方程模型进行数据分析。研究发现，企业履行社会责任不仅直接提升消费者的购买意愿，还通过增强消费者对企业的好感度、信任度以及品牌形象认知产生间接影响。特别地，环境责任和社会公益行为对年轻消费群体的吸引力尤为显著。本研究创新性地引入了代际差异视角，揭示了不同年龄段消费者对企业社会责任关注点的差异性，并首次将感知风险纳入分析框架，丰富了现有理论体系。研究结果为企业制定更具针对性的社会责任战略提供了实证依据，有助于企业在满足社会责任的同时实现商业成功，为推动可持续消费模式转型提供参考。
关键词：企业社会责任；消费者购买意愿；感知价值；信任；品牌形象；代际差异；感知风险
Abstract
With the development of socio-economy and the enhancement of public awareness, corporate social responsibility (CSR) has increasingly become a significant factor influencing consumer decision-making. This study aims to explore the mechanism by which CSR affects consumers' purchase intentions. By systematically reviewing relevant theories and incorporating the characteristics of China's national conditions, a research model was constructed that includes mediating variables such as perceived value, trust, and brand image. A questionnaire survey method was employed, selecting 1,200 consumers from various industries, age groups, and geographic regions across the country as samples, and structural equation modeling was used for data analysis. The findings reveal that companies' fulfillment of social responsibilities not only directly enhances consumers' purchase intentions but also indirectly influences them by increasing consumers' goodwill, trust, and brand image perception towards the company. Notably, environmental responsibility and social philanthropy are particularly attractive to younger consumer groups. This study innovatively introduces an intergenerational difference perspective, uncovering variations in the focus of different age groups on CSR, and incorporates perceived risk into the analytical fr amework for the first time, thereby enriching the existing theoretical system. The results provide empirical evidence for enterprises to develop more targeted CSR strategies, aiding businesses in achieving commercial success while fulfilling their social responsibilities and offering insights for promoting the transformation towards sustainable consumption patterns.
Keywords：Corporate Social Responsibility；Consumer Purchase Intention；Perceived Value；Trust；Brand Image；Generational Differences；Perceived Risk
目 录
摘 要 I
Abstract II
引 言 1
第一章 企业社会责任的理论基础与消费者行为 2
1.1 企业社会责任的概念界定 2
1.2 消费者购买意愿的影响因素 2
1.3 社会责任与消费者信任的关系 3
第二章 企业社会责任对消费者认知的影响 5
2.1 社会责任信息的传播渠道 5
2.2 消费者对企业社会责任的认知 5
2.3 认知对企业购买意愿的作用 6
第三章 企业社会责任实践对消费者情感的影响 8
3.1 社会责任实践的情感效应 8
3.2 情感态度对购买意愿的影响 8
3.3 积极情感与品牌忠诚度的关系 9
第四章 企业社会责任对消费者行为意向的影响 11
4.1 责任履行与消费者选择倾向 11
4.2 消费者对企业责任的期望 11
4.3 社会责任对实际购买行为的影响 12
结 论 14
参考文献 15
致 谢 16
