摘 要
随着社会对可持续发展和伦理责任的关注日益增强，企业履行社会责任（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履行对消费者购买意愿的作用机制，并进一步分析信任与情感认同在这一过程中的中介效应及调节作用。基于计划行为理论和社会认同理论，本研究采用问卷调查法收集了来自不同行业消费者的样本数据，并运用结构方程模型（SEM）进行数据分析。结果显示，企业社会责任履行显著正向影响消费者的购买意愿，其中企业的环境责任、员工关怀和社会公益三个维度均对购买意愿产生重要影响。此外，消费者对企业信任的提升在社会责任履行与购买意愿之间起到部分中介作用，而情感认同则表现出完全中介效应。值得注意的是，消费者的社会责任感水平对上述关系具有显著的调节作用，即高社会责任感的消费者对企业的社会责任表现更加敏感。
关键词：企业社会责任 消费者购买意愿 信任
Abstract
With the increasing focus on sustainable development and ethical responsibility, corporate social responsibility (CSR) has become an important factor affecting consumer behavior. The purpose of this study is to explore the mechanism of CSR fulfillment on consumers' purchase intention, and to further analyze the mediation effect and regulatory effect of trust and emotional identity in this process. Based on the theory of planned behavior and social identity theory, we collected sample data from consumers in different industries by questionnaire survey, and used structural equation model (SEM) for data analysis. The results show that the performance of corporate social responsibility has a significant and positive impact on consumers' purchase intention, among which the three dimensions of corporate environmental responsibility, employee care and social welfare all have an important impact on the purchase intention. In addition, the improvement of consumers' trust in enterprises plays a partial intermediary role between the fulfillment of social responsibility and the purchase intention, while the emotional identity shows a complete intermediary effect. It is worth noting that the level of consumer social responsibility has a significant regulatory effect on the above relationship, that is, consumers with high social responsibility are more sensitive to the performance of corporate social responsibility.
Keyword:Corporate Social Responsibility Consumer Purchase Intention Trust
目 录
1绪论 1
1.1研究背景与意义 1
1.2国内外研究现状分析 1
1.3研究方法与技术路线 2
2企业社会责任履行的理论基础 2
2.1企业社会责任的概念界定 2
2.2消费者购买意愿的核心要素 3
2.3企业社会责任与消费者行为的关系 3
2.4理论模型的构建与假设提出 3
2.5研究变量的测量与操作定义 4
3企业社会责任履行对消费者购买意愿的影响机制 4
3.1社会责任履行对信任感的作用 4
3.2信任感对购买意愿的中介效应 5
3.3社会责任履行的情感驱动路径 5
3.4品牌形象在影响中的调节作用 6
3.5不同类型社会责任的差异化影响 6
4实证研究与数据分析 7
4.1样本选择与数据收集方法 7
4.2描述性统计与变量分布特征 7
4.3假设检验与回归分析结果 8
4.4调节效应与中介效应的验证 8
4.5研究发现的主要结论 9
结论 9
参考文献 11
致谢 12
