發(fā)布時(shí)間：2018-03-09 21:44

  本文選題：消費(fèi)者企業(yè)認(rèn)同　切入點(diǎn)：企業(yè)社會(huì)責(zé)任　出處：《西南交通大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：在經(jīng)濟(jì)快速發(fā)展的大趨勢(shì)下,需求市場(chǎng)已經(jīng)由原來的賣方市場(chǎng)轉(zhuǎn)變?yōu)楝F(xiàn)在的買方市場(chǎng)。消費(fèi)者在交易的各階段都掌握了主動(dòng)權(quán),只注重產(chǎn)品質(zhì)量已無法為企業(yè)的長(zhǎng)期發(fā)展提供充足的動(dòng)力。由于消費(fèi)者更加希望企業(yè)能夠積極的回饋社會(huì),所以這就對(duì)企業(yè)承擔(dān)社會(huì)責(zé)任提出了客觀要求。企業(yè)積極承擔(dān)社會(huì)責(zé)任會(huì)提高消費(fèi)者對(duì)企業(yè)的認(rèn)同感并增強(qiáng)消費(fèi)者對(duì)企業(yè)相關(guān)產(chǎn)品的購(gòu)買意愿。基于此,本文主要探討了企業(yè)社會(huì)責(zé)任、消費(fèi)者企業(yè)認(rèn)同、購(gòu)買意愿三者之間的關(guān)系。本研究突破性的從消費(fèi)者角度出發(fā),將自我建構(gòu)引入到研究模型中,并深入探究了自我建構(gòu)在企業(yè)社會(huì)責(zé)任對(duì)購(gòu)買意愿影響中的調(diào)節(jié)作用。本研究對(duì)企業(yè)社會(huì)責(zé)任的相關(guān)理論研究可以提供有益的補(bǔ)充,同時(shí),對(duì)于企業(yè)如何提高社會(huì)聲譽(yù),增強(qiáng)市場(chǎng)競(jìng)爭(zhēng)力也能夠提供一定的指導(dǎo)作用,因此,論文具有一定的理論和現(xiàn)實(shí)意義。本研究首先通過文獻(xiàn)回顧法確定研究命題以及理論框架,繼而運(yùn)用調(diào)查問卷的方法進(jìn)行數(shù)據(jù)收集,通過實(shí)證分析的方法對(duì)本文的假設(shè)進(jìn)行了論證。研究發(fā)現(xiàn),企業(yè)社會(huì)責(zé)任對(duì)購(gòu)買意愿具有正向的影響,而且消費(fèi)者企業(yè)認(rèn)同在二者的關(guān)系中起到中介作用。更主要的發(fā)現(xiàn)是消費(fèi)者自我建構(gòu)類型在企業(yè)社會(huì)責(zé)任對(duì)購(gòu)買意愿的影響中起調(diào)節(jié)作用,具體表現(xiàn)為：由于依賴型自我建構(gòu)類型的消費(fèi)者注重社會(huì)和諧性、自身的社會(huì)屬性,所以此類型的消費(fèi)者更加關(guān)注企業(yè)的社會(huì)責(zé)任行為,即企業(yè)承擔(dān)社會(huì)責(zé)任可以顯著提升此類消費(fèi)者對(duì)相關(guān)企業(yè)產(chǎn)品的購(gòu)買意愿；獨(dú)立型自我建構(gòu)類型的消費(fèi)者注重自身的獨(dú)特性,所以此類型的消費(fèi)者在做購(gòu)買決策時(shí)很少考慮企業(yè)的社會(huì)責(zé)任行為。
[Abstract]:Under the general trend of rapid economic development, the demand market has changed from the original seller's market to the present buyer's market. Consumers have taken the initiative at all stages of the transaction. Focusing only on product quality can no longer provide sufficient impetus for the long-term development of enterprises. Because consumers want enterprises to actively give back to society, Therefore, this puts forward an objective requirement for enterprises to assume social responsibility. Positive corporate social responsibility will enhance consumers' sense of identity to enterprises and enhance consumers' willingness to buy enterprise-related products. Based on this, This paper mainly discusses the relationship among corporate social responsibility (CSR), consumer corporate identity (CSR) and willingness to buy. From the perspective of consumers, this study introduces self-construction into the research model. This study can provide a useful supplement to the theoretical research on corporate social responsibility, and at the same time, how to improve corporate social reputation. Therefore, the thesis has certain theoretical and practical significance. Firstly, this study determines the research proposition and theoretical framework through literature review. Then the questionnaire is used to collect data, and the hypothesis of this paper is demonstrated by empirical analysis. The research finds that corporate social responsibility has a positive effect on the purchase intention. Moreover, consumer corporate identity plays an intermediary role in the relationship between the two. The more important finding is that the type of consumer self-construction plays a regulating role in the influence of corporate social responsibility on the willingness to buy. The specific manifestations are: because the dependent self-construction type of consumers pay attention to social harmony and their own social attributes, so this type of consumers pay more attention to corporate social responsibility behavior. That is, corporate social responsibility can significantly enhance the willingness of such consumers to purchase products related to the enterprise; independent self-construction type of consumers pay attention to their own uniqueness, Therefore, this type of consumer rarely considers corporate social responsibility behavior when making purchase decisions.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.55;F270

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