摘要
在当今的社会,企业营销战略的重要目标,其中一个就是得到越来越多的忠诚的顾客,归结大部分企业的实际经营活动可以知道,企业的利润提升只是企业的短期内发展方式并不适用长远发展,要使得企业可以获取持续性长远的利益,就务必要抓好顾客忠诚度这一因素。积极地落实社会责任可以说是企业得到竞争优势的源头之一,建立企业在消费者眼里的形象,对企业绩效的提升以及企业的持续性发展有不可忽视的意义。随着时间的推进,大量企业都欲凭借积极主动地落实社会责任来争取顾客对于自身企业的忠诚度,各个企业都在这个问题上展开了十分长远的探索。不过,各个企业在落实社会责任工作上会出现出截然相反的结果,企业在落实社会责任工作上所获取的效益落差很大。关于这个问题,笔者认为只有深入地证实此方向的理论正确性,才可以真正地让企业得到长远发展,并为其经营实践给予相应的建设性指导。
企业社会责任(CSR)是社会普遍重视的内容,近九成财富五百强公司都相应地有实施各自的企业社会责任活动。就大多数企业而言,将企业社会责任的放在十分重视的地位。公司定期地在企业社会责任活动上进行一定量的投资,且积极主动地向社会公开发布有关企业所投资的信息,为企业的声誉增添光彩,逾越八成的财富五百强公司都纷纷在各自的网站上大力地宣传该公司所进行的企业社会责任活动。
文章选用理论与实证相结合的方式来就波导公司的企业社会责任与消费者态度展开深入地分析与研究,想要通过研究波导公司的企业社会责任与消费者态度间的关系作为突破口相应地进行实证研究,研究分析结果告知,波导公司的企业社会责任对消费者购买意向可以带来直接正向的作用,并且所本研究中所分析到的四个维度各自具有程度不一的影响作用,由大至小排量依次是伦理责任,经济责任,法律责任以及慈善责任;其中中介变量为消费者态度,其在波导公司的企业社会责任对消费者购买意向的所产生的作用中起到一定的中介效应。
关键词:企业社会责任;消费者态度;购买意向;波导公司
Abstract
In today's society, the important goal of corporate marketing strategy, one of which is to get more and more loyal customers, summed up the actual business activities of most enterprises can know that the enterprise's profit promotion is only the short-term development of the enterprise does not apply Long-term development, requiring enterprises to obtain sustained long-term interests, we must be loyalty to customer factors into account. Actively implement social responsibility can be said to be one of the sources of competitive advantage, the establishment of enterprises in the eyes of consumers image, the improvement of corporate performance and the sustainable development of enterprises can not be ignored. Long years of development, many companies want to rely on proactive implementation of social responsibility to win customers loyalty to their own businesses, and in this long carried out a long exploration. However, each enterprise in the implementation of social responsibility work will appear on the contrary results, enterprises in the implementation of social responsibility work on the benefits of a great gap. On this issue, I believe that only in-depth confirmation of the direction of the correctness of this theory, can really let the enterprise get long-term development, and its business practice to give the appropriate constructive guidance.
Corporate social responsibility (CSR) is the content of social attention, nearly 90% of Fortune 500 companies have their own corresponding implementation of their corporate social responsibility activities. For most businesses, corporate social responsibility occupies a certain key position. Companies have regularly invested in corporate social responsibility activities, and actively to the community to disclose relevant information to the enterprise to establish a good reputation, more than Bacheng Fortune 500 companies have their own sites to vigorously promote the company Conducted corporate social responsibility activities.
The paper chooses the combination of theory and practice to analyze and study the corporate social responsibility and consumer attitudes of Bird Company, and want to study the relationship between corporate social responsibility and consumer attitudes of Bird Company as a breakthrough point. Empirical research and research results show that Bird's Corporate Social Responsibility (CSR) has a direct positive effect on consumer purchasing intention, and the four dimensions analyzed in this study have different effects. Large and small in turn is the ethical responsibility, economic responsibility, legal responsibility and charitable responsibility; which mediator variable for the consumer attitude, its corporate social responsibility in the wave of the company's intention to buy the consumer to play a certain role Mediating effect.
Key words: corporate social responsibility; consumer attitudes; purchase intention; Bird company
目录
第一章绪论 1
1.1研究背景和意义 1
1.1.1研究背景 1
1.1.2研究意义 2
1.2研究方法和内容 3
1.2.1研究方法 3
1.2.2研究内容 4
1.3可能创新点 4
1.4研究框架 5
第二章理论基础和文献综述 6
2.1企业社会责任 6
2.1.1企业社会责任界定 6
2.1.2企业社会责任依据 7
2.2消费者态度 9
2.3消费者响应企业社会责任的理论基础 9
2.3.1期望理论 9
2.3.2归因理论 10
2.3.3理性理论 10
2.4研究现状 11
2.4.1企业