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企业社会责任理论、利益相关者理论和关系营销理论都从不同视角关注了企业社会责任行为对于消费者响应的影响。本文根据真实企业的社会责任报告编制调查问卷,以消费者信任为中介变量,考察了消费者企业社会责任感知对于企业与消费者之间关系质量提升与关系结果改善方面的影响。结果证实:消费者企业社会责任感知有助于企业与消费者之间建立起强劲的信任关系,而这一关系的建立能够提升消费者对于公司产品的购买意向、消费者满意、口碑和对公司负面消息的宽容。本文的研究提升了CSR通过影响消费者信任,进而影响公司绩效的理解。
Corporate social responsibility theory, stakeholder theory and relational marketing theory all focus on the impact of corporate social responsibility behaviors on consumer response from different perspectives. This article based on the real corporate social responsibility report prepared questionnaire to consumer trust as an intermediary variable, examines the impact of consumer business social responsibility awareness for business and consumer relationship quality improvement and the relationship between the results of the improvement. The result confirms that the corporate social responsibility awareness of consumers helps to establish a strong relationship of trust between enterprises and consumers, and the establishment of this relationship can enhance consumer’s intention of purchasing products, customer satisfaction, reputation and reputation of the company Tolerance of negative news. The research in this article enhances the understanding of CSR through influencing consumer trust, which in turn affects corporate performance.