The Influence of Consumer-Based Mechanism on CSR Purchasing:Role of Assortment Structure

摘要：

　　We investigated the cognitive effects of assortment structures on consumer purchases based on CSR information.This research work studies the effects of two prevalent assortment structures that are based on benefits, that provide consumers with easily obtainable CSR information, and that increase their purchases.The result confirms the perceived similarity between a target product and a products CSR image projected in the media.Clarifying this causal relationship, a benefit-based assortment structure is shown to have a significant effect on the global mindset of consumers, who probably find a similarity between the stimulus and CSR.In contrast, an attribute-based assortment structure can stimulate the local mindset of consumers, who perhaps find more differences between the stimulus and CSR.These findings show the impact of assortment structures on consumer choice and propose the use of strategic assortment structure to enhance brand evaluation.

关键词： assortment structure perceived similarity corporate social responsibility consumer decision making global and local mindsets

作者: Xiaoping Liu Yi Yang Shuang Chen

作者单位: School of Economies and Management, Chongqing University of Posts and Telecommunications,Chongqing, 400065, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 419-426

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）