本文關(guān)鍵詞： 企業(yè)社會(huì)責(zé)任營(yíng)銷 企業(yè)社會(huì)表現(xiàn) 顧客購(gòu)買意向 顧客CSR認(rèn)知　出處：《浙江大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：我國(guó)的企業(yè)社會(huì)責(zé)任研究與實(shí)踐在近二十年逐漸深化,取得了不少有益成果。大多數(shù)相關(guān)研究都表明企業(yè)社會(huì)責(zé)任營(yíng)銷可以提高顧客購(gòu)買意向,但也有部分研究結(jié)果未能證實(shí)此結(jié)論。且從實(shí)際來(lái)看,我國(guó)企業(yè)社會(huì)責(zé)任營(yíng)銷活動(dòng)未能有效地引起社會(huì)正面回應(yīng),有時(shí)還會(huì)帶來(lái)顧客的質(zhì)疑與反感。因此,對(duì)我國(guó)企業(yè)社會(huì)責(zé)任營(yíng)銷與顧客購(gòu)買意向的關(guān)系機(jī)制進(jìn)行研究是十分必要的。本研究中,首先對(duì)企業(yè)社會(huì)責(zé)任、企業(yè)社會(huì)表現(xiàn)、企業(yè)社會(huì)責(zé)任營(yíng)銷三個(gè)概念進(jìn)行清晰定義,并基于戰(zhàn)略管理視角,將企業(yè)社會(huì)責(zé)任營(yíng)銷方案分為戰(zhàn)略型和戰(zhàn)術(shù)型兩種類型；其次,分析企業(yè)社會(huì)責(zé)任營(yíng)銷對(duì)顧客購(gòu)買意向的作用效果,并探究企業(yè)社會(huì)表現(xiàn)對(duì)兩者關(guān)系的影響；同時(shí),本研究還對(duì)行業(yè)、顧客CSR認(rèn)知及顧客信任在企業(yè)社會(huì)責(zé)任營(yíng)銷與顧客購(gòu)買意向關(guān)系機(jī)制中的作用進(jìn)行了探析。 本文采用實(shí)證研究的方法,通過(guò)滾雪球方式及專業(yè)網(wǎng)站發(fā)放調(diào)查問(wèn)卷以回收數(shù)據(jù)。之后利用SPSS軟件進(jìn)行數(shù)據(jù)處理,結(jié)果顯示：在我國(guó),企業(yè)社會(huì)責(zé)任營(yíng)銷活動(dòng)并不能顯著地提升顧客購(gòu)買意向；決定兩者關(guān)系的一個(gè)關(guān)鍵因素是企業(yè)社會(huì)表現(xiàn),當(dāng)企業(yè)社會(huì)表現(xiàn)良好時(shí),戰(zhàn)略型和戰(zhàn)術(shù)型社會(huì)責(zé)任營(yíng)銷方案都對(duì)顧客購(gòu)買意向無(wú)明顯影響,而當(dāng)企業(yè)社會(huì)表現(xiàn)一般時(shí),戰(zhàn)略型的營(yíng)銷方案會(huì)顯著降低顧客購(gòu)買意向。在顧客CSR認(rèn)知因子中,當(dāng)顧客對(duì)企業(yè)守法守德行為支持度高時(shí),戰(zhàn)略型營(yíng)銷方案會(huì)使顧客購(gòu)買意向明顯降低；當(dāng)顧客對(duì)企業(yè)慈善行為支持度高時(shí),社會(huì)責(zé)任營(yíng)銷方案不會(huì)對(duì)顧客購(gòu)買意向產(chǎn)生影響,而顧客對(duì)企業(yè)慈善行為支持度低時(shí),戰(zhàn)略型營(yíng)銷方案會(huì)降低顧客購(gòu)買意向。在企業(yè)社會(huì)表現(xiàn)、顧客CSR認(rèn)知的調(diào)節(jié)作用中,顧客信任起到中介作用。研究還表明產(chǎn)品需求彈性小的行業(yè),企業(yè)社會(huì)責(zé)任營(yíng)銷不會(huì)對(duì)顧客購(gòu)買意向產(chǎn)生影響,而產(chǎn)品需求彈性大的行業(yè)中,戰(zhàn)略型企業(yè)社會(huì)責(zé)任營(yíng)銷方案使得顧客購(gòu)買意向明顯降低。研究揭示了企業(yè)社會(huì)表現(xiàn)、顧客CSR認(rèn)知、顧客信任、行業(yè)這四個(gè)因素作用下的企業(yè)社會(huì)責(zé)任營(yíng)銷與顧客購(gòu)買意向的關(guān)系機(jī)制,具有一定的理論價(jià)值和實(shí)際指導(dǎo)作用。
[Abstract]:The research and practice of corporate social responsibility (CSR) in China has gradually deepened in the past two decades, and many useful results have been obtained. Most of the related studies show that CSR marketing can improve the intention of customer purchase. However, some of the research results fail to confirm this conclusion. Moreover, from the practical point of view, the CSR marketing activities in our country can not effectively arouse the positive response of the society, and sometimes lead to the query and antipathy of the customers. It is very necessary to study the relationship mechanism between corporate social responsibility marketing and customer purchase intention. In this study, the three concepts of corporate social responsibility, corporate social performance and corporate social responsibility marketing are defined clearly. Based on the perspective of strategic management, corporate social responsibility marketing scheme is divided into two types: strategic and tactical. Secondly, the effect of corporate social responsibility marketing on customer purchase intention is analyzed. At the same time, this study also explores the role of industry, customer CSR cognition and customer trust in the relationship between corporate social responsibility marketing and customer purchase intention. This paper uses the method of empirical research, through snowball way and professional website to distribute questionnaires to collect data. Then, we use SPSS software to process the data. The results show that: in our country, Corporate social responsibility marketing activities can not significantly enhance customer purchase intention; the key factor to determine the relationship between the two is corporate social performance, when corporate social performance is good, Both strategic and tactical social responsibility marketing schemes have no significant influence on customer purchase intention, but when corporate social performance is mediocre, strategic marketing plan can significantly reduce customer purchase intention. In customer CSR cognitive factor, strategic marketing plan can significantly reduce customer purchase intention. When the customer has a high degree of support for law-abiding behavior, the strategic marketing plan will significantly reduce the customer purchase intention, and when the customer has a high degree of support for corporate philanthropy, the social responsibility marketing plan will not have an impact on the customer purchase intention. When the degree of customer support for corporate philanthropy is low, the strategic marketing scheme will reduce the customer purchase intention. In the corporate social performance, the regulatory role of customer CSR cognition, The research also shows that in industries with low demand elasticity, CSR marketing does not have an impact on customer purchase intention, while in industries with high demand elasticity, Strategic corporate social responsibility marketing program significantly reduces customer purchase intention. The research reveals corporate social performance, customer CSR cognition, customer trust, and corporate social performance. The relationship mechanism between corporate social responsibility marketing and customer purchase intention under the action of these four factors has certain theoretical value and practical guiding role.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F713.55

【引證文獻(xiàn)】

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本文編號(hào)：1514213