摘要
伴随着改革开放 30 年来的快速发展，烟草企业为国家财政增收、烟农脱贫致富、
卷烟零售客户就业增收以及慈善捐赠、抗震救灾、教育支持、节能环保等各个方面做
出了积极贡献。随着人们健康和环保意识的提高，烟草产品的商品性以及对身体健康
的危害性，使对烟草企业社会责任的讨论成为当今社会各界关注的焦点。在此背景下，
本文选择了烟草企业社会责任对消费者购买意向的影响这一论题，首先综述了研究内
容中所涉及到的相关理论文献，了解到企业社会责任、企业声誉和购买意向等相关理
论的研究现状和研究成果，接下来进行了研究假设的建立，同时对三个变量企业社会
责任、企业声誉和购买意向间的关系进行了模型构建，并设计了“烟草企业社会责任
对消费者购买意向影响的研究”的调查问卷，进行了以社会普通居民为主要群体的调
查。最后，通过合理应用信度、效度、相关性以及回归分析等统计学研究方法，对烟
草企业社会责任、企业声誉和消费者购买意向这三个变量关系进行分析，进一步研究
消费者购买意向是否直接接受烟草企业社会责任的影响，以及烟草企业社会责任是否
会通过企业声誉间接地影响消费者购买意向。本文通过理论收集，假设研究以及实证
分析，最终研究了烟草企业社会责任与购买意向之间的关系，为提高烟草企业的竞争
优势提供了方向，也为促进烟草企业主动承担社会责任提供了可靠依据

关键词：烟草企业；社会责任；企业声誉；购买意向河北地质大学硕士学位论文
III
ABSTRACT
Along with the rapid development of the reform and opening up 30 years, tobacco
enterprise made positive contributions to many aspects, such as the national finance income,
tobacco farmers out of poverty to get rich, increase employment of cigarette retail customer
as well as charity, disaster relief, education support, energy conservation and environmental
protection. With the improvement of people&39;s health and environmental protection
consciousness, the commodity characteristics of tobacco products, and health to the body
harm, caused the discussion of the tobacco enterprise society responsibility. In this
background, this paper chose the topic of the tobacco enterprise society responsibility on
consumer purchase intention, firstly summarizes the research object of this topic, related
literature and research subjects, understand the research status and existing research
literature on intention of corporate social responsibility, corporate reputation and
consumers&39; purchase intention, then the research hypothesis the relationship between the
three variables on the basis of the existing theory , and designed a questionnaire on tobacco
corporate social responsibility impact on consumers purchase intention, conducted a survey
on social ordinary residents as the main groups. Finally, according to the relationship model
of tobacco enterprise social responsibility, corporate reputation and consumer purchase
intention of the three latent variables, analysis the reliability, validity, correlation and
regression by SPSS software, the research tries to influence the consumer purchase
intention is directly affected by the tobacco enterprise social responsibility, corporate social
responsibility is through the corporate reputation indirectly influence the consumer
purchase intention. In this paper, we study the relationship between corporate social
responsibility and consumer purchase intention through theoretical research, hypothesis
research and empirical analysis, it provides a direction to promote tobacco enterprise bear
the social responsibility actively and improve tobacco enterprise&39;s competitive advantage.
Key words: Tobacco enterprise；Social responsibility；Corporate reputation；Purchase
intention河北地质大学硕士学位论文
V
目 录
摘要.... I
ABSTRACT.. III
目 录.... V
第一章 绪论 1
1.1 选题背景与研究意义1
1.1.1 选题背景 .. 1
1.1.2 研究意义 .. 2
1.2 研究内容与方法 .... 3
1.2.1 研究内容 .. 3
1.2.2 研究方法 .. 4
1.3 创新点与技术路线 .. 4
1.3.1 创新点 ...... 4
1.3.2 技术路线 .. 5
第二章 相关理论基础.... 7
2.1 企业社会责任 ...... 7
2.1.1 企业社会责任概念界定... 7
2.1.2 企业社会责任测量维度研究....... 9
2.1.3 烟草企业履行社会责任的现状及问题分析..... 10
2.2 企业声誉 ......... 13
2.2.1 企业声誉概念界定......... 13
2.2.2 企业声誉与企业社会责任的关系......... 13
2.3 消费者购买意向 ... 14
2.3.1 消费者购买意向概念界定......... 14
2.3.2 企业社会责任与消费者购买意向的关系......... 15
2.3.3 企业声誉与消费者购买意向的关系..... 16
第三章 研究假设与理论模型构建..... 17
3.1 研究假设 ......... 17
3.1.1 烟草企业社会责任对企业声誉的影响. 17
3.1.2 烟草企业声誉对消费者购买意向的影响......... 17
3.1.3 烟草企业社会责任对消费者购买意向的影响. 18
3.2 理论模型构建 ..... 18
3.3 变量的测量指标 ... 19
3.3.1 企业社会责任测量指标. 19烟草企业社会责任对消费者购买意向影响的研究
VI
3.3.2 企业声誉测量指标...... 20
3.3.3 消费者购买意向测量指标......... 20
第四章 研究方案设计... 23
4.1 调查问卷的设计及对象选择 ..... 23
4.1.1 调查问卷设计..... 23
4.1.2 调查对象的选择. 23
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