A Study on Consumers Purchase Intention Based on Corporate Social Responsibility Practice
This paper explores three questions through questionnaire survey. The first is whether the corporate social responsibility behaviors, in both positive and negative side, affect the purchase intention of the consumers in China. The second is how the price of products adjusts the intention. The last is whether a consumption group exists in China which is sensitive to the corporate social responsibility. The results of data analysis show that corporate social responsibility behaviors do affect the purchase intention of consumers, with positive effect overweighs negative effect. Different segments have different purchase intention towards different social dimensionality. Price plays a significant role in adjusting the purchase intention. This paper provides empirical foundation for corporations to figure out CSR strategy as well as strategies of pricing and communicating.
Corporate social responsibility Purchase intention Price Nonparametric test
Yan Jun
College of Management, Huazhong University of Sci.& Tech.,P.R.China, 430074
国际会议
第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)
武汉
英文
1050-1056
2007-08-03（万方平台首次上网日期，不代表论文的发表时间）