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基于消费者购买决策视角的企业社会责任研究 [Consumer purchase decisions based on the Angle of view of social responsibility of the enterprise research]
Jiaju, Yan
Jiaju, Yan
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n2.pdf
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Abstract
In economic globalization today, the corporate social responsibility has not only become the main force for enterprise to sustain strategic development in a long time, but also become key for enterprise to win fierce market competition. In addition the enterprise’s short-term and long-term strategic target realization began to rely more and more on consumer perception of corporate social responsibility, as well as whether this perception can promote consumer buying decisions, but the reality is that when enterprise are trying to create a brand image and social responsibility, they pay more attention for their own market value and brand value instead of how target consumers evaluate the social responsibility behavior of the enterprise. In fact the value of corporate social responsibility is realized through consumers’ effective perception and promotion of consumer buying decisions, this paper based on the analyzing of relationship between corporate society responsibility and consumers buy decision process in the specific industry and building of enterprise social responsibility differentiation strategy model in order to explore the relationship between the enterprise social responsibility and consumer purchase decisions.
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2013
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Creative Commons Copyright (CC 2.5)