快速消费品行业企业社会责任与消费者购买意向的关系实证

journal6 ›› 2009, Vol. 30 ›› Issue (6): 107-109.

快速消费品行业企业社会责任与消费者购买意向的关系实证

（吉首大学商学院，湖南吉首 416000）

出版日期:2009-11-25 发布日期:2012-04-20
作者简介:龙海军（1979-），男，湖南会同人，吉首大学商学院讲师，中南大学工商管理专业博士研究生，主要从事企业社会责任战略研究.
基金资助:
湖南省教育厅科学研究项目（08C693）

Empirical Study on the Relationship Between Corporate Social Responsibility and Consumer Purchase Intention in Fast-Moving Consumer Goods Industry

(Business School,Jishou University,Jishou 416000,Hunan China)

Online:2009-11-25 Published:2012-04-20

摘要/Abstract

摘要：通过问卷调查，从绝对水平和相对水平2方面研究企业社会责任对快速消费品行业消费者购买意向的影响.结果显示：消费者的购买意向与企业社会责任绝对水平和相对水平都存在正相关关系，同时，行业内的企业社会责任水平高(或低)，消费者购买意向也相应地高(或低).

关键词： 快速消费品, 企业社会责任, 消费者购买意向

Abstract: Through a questionnaire survey,the author studies the influence of corporate social responsibility on consumer purchase intention in fast-moving consumer goods industry from both absolute level and relative level.Through the study,there is a positive relationship between corporate social responsibility (absolute level) and consumer purchase intention.The finding also shows that with the improvement of corporate social responsibility performance in industry,consumer purchase intention correspondingly improves.

Key words: fast-moving consumer goods, corporate social responsibility, consumer purchase intention

龙海军. 快速消费品行业企业社会责任与消费者购买意向的关系实证[J]. journal6, 2009, 30(6): 107-109.

LONG Hai-Jun. Empirical Study on the Relationship Between Corporate Social Responsibility and Consumer Purchase Intention in Fast-Moving Consumer Goods Industry[J]. journal6, 2009, 30(6): 107-109.