摘要
随着社会对可持续发展和伦理经营的关注日益增强，企业社会责任（CSR）已成为影响消费者行为的重要因素。本研究旨在探讨企业社会责任如何通过信任、情感联结等中介变量作用于消费者的购买意愿，并进一步分析不同人口统计特征下的异质性影响。基于社会认同理论和利益相关者理论，本研究采用问卷调查法收集数据，运用结构方程模型（SEM）进行实证分析。结果表明，企业社会责任显著正向影响消费者的信任水平和情感联结强度，进而提升其购买意愿；此外，性别、年龄及收入水平等因素在这一过程中表现出明显的调节效应。本研究的创新点在于引入了情感联结作为中介变量，揭示了企业社会责任影响消费者决策的心理机制，并结合具体情境验证了人口统计特征的调节作用。这一发现不仅丰富了企业社会责任与消费者行为领域的理论框架，还为企业制定更具针对性的社会责任战略提供了实践指导，有助于实现经济效益与社会效益的双赢目标。
关键词：企业社会责任；消费者购买意愿；信任；情感联结；人口统计特征
Abstract
With the increasing societal emphasis on sustainable development and ethical business practices, corporate social responsibility (CSR) has become a critical factor influencing consumer behavior. This study investigates how CSR affects consumers' purchase intentions through mediating variables such as trust and emotional attachment, while further analyzing the heterogeneous impacts across different demographic characteristics. Grounded in social identity theory and stakeholder theory, this research employs a questionnaire survey to collect data and uses structural equation modeling (SEM) for empirical analysis. The results indicate that CSR significantly and positively influences consumers' levels of trust and emotional attachment, which in turn enhance their purchase intentions. Moreover, factors such as gender, age, and income level exhibit notable moderating effects in this process. The novelty of this study lies in introducing emotional attachment as a mediating variable, uncovering the psychological mechanisms through which CSR influences consumer decision-making, and validating the moderating role of demographic characteristics within specific contexts. These findings not only enrich the theoretical fr amework of CSR and consumer behavior but also provide practical guidance for businesses in developing more targeted CSR strategies, thereby facilitating the achievement of dual goals in economic and social benefits.
Keywords：Corporate Social Responsibility; Consumer Purchase Intention; Trust; Emotional Connection; Demographic Characteristics
目 录
摘要 I
Abstract II
一、绪论 1
(一) 研究背景与意义 1
(二) 国内外研究现状综述 1
(三) 研究方法与技术路线 1
二、企业社会责任的理论基础与框架构建 2
(一) 企业社会责任的核心概念界定 2
(二) 消费者购买意愿的影响因素分析 3
(三) 企业社会责任与消费者行为的关系模型 3
三、企业社会责任对消费者购买意愿的作用机制 4
(一) 社会责任感知对购买意愿的影响 4
(二) 信任中介作用的实证分析 4
(三) 品牌形象在其中的调节效应 5
四、实证研究与案例分析 5
(一) 数据收集与研究设计 5
(二) 实证结果分析与讨论 6
(三) 典型案例的对比研究 7
结 论 8
参考文献 9
