本文基于企业社会责任、消费者感知、消费者归因、消费者购买决策、消费
者-企业认同等理论，构建了企业社会责任的履行影响消费者-企业认同、品牌态
度，最终影响消费者的行为模型，综合运用文献研究、问卷调查、理论与实证相
结合等多种研究方法，考察了产品方面、公益实践活动以及慈善这三种不同的企
业履行社会责任方式对消费者行为的影响差异。本文首先介绍并阐述了企业社会
责任与消费者行为的相关理论，并基于此构建了企业社会责任对消费者行为的作
用模型；其次，通过问卷调查法的方式考察了消费者对不同社会责任履行方式的
评价状况；随后根据问卷回收结果具体分析了企业社会责任对消费者-企业认同、
品牌态度及购买行为等方面的影响；最后，本文结合实证结果，为企业在营销活
动中合理制定企业社会责任战略、传播企业社会责任信息等方面提出了相应的对
策建议。研究结果表明：（1）消费者响应不同社会责任履行的程度有所不同，其
中慈善行为是三种中最为有效的；（2）产品相关行为与公益实践活动没有受到品
牌知名度的调节作用，品牌知名度对慈善行为的调节作用十分显著；（3）消费者
-企业认同和品牌评价对消费者的行为意向有显著的中介作用
本文围绕消费者这一主体，构建了企业社会责任履行对消费者行为的作用模
型，该模型较为完整地描述了消费者响应企业社会责任营销活动的流程。本文对
比了不同类型社会责任履行方式影响消费者行为的差异，期间还考虑了品牌知名
度的调节作用。论文的结果最后验证了选择合适的企业社会责任活动对企业改善
消费者评价、提升消费者购买意向的重要性。本研究还基于实证结论提出了一系
列有针对性的政策建议，对于我国企业如何更好地规划企业社会责任营销战略、
树立良好企业形象具有借鉴意义
关键词：企业社会责任；消费者-企业认同；品牌态度；消费者行为II
Abstract
The Corporate social responsibility consciousness first emerged in modern
western enterprises. In the 1990s, with the developing of globalization and the
deepening of the opening and reforming policy, the corporate social responsibility
issue began to gain increasing attention of Chinese scholars. As the standard of
material and cultural life is improving greatly, Chinese people are looking for
something more than the quality of product or service accordingly. Chinese
consumers have gradually started to keep a close eye on the corporate social
responsibility development of the company. This means the new improvement should
be taken in corporation production and marketing. However, the corporate social
responsibility information which the company sent could not be received fully and
correctly sometimes. The effort in corporate social responsibility doesn’t work
effectively, the corporation fails in the expected interest and ideal consumer
evaluation either. We tried focusing the consumer group to solve this problem in this
paper, and held the point that different corporate social responsibility implementations
will lead to different behaviors from customers. Therefore, there do exist important
theoretical and practical significance to study the proper corporate social
responsibility activity to realize the win-win between the corporate and society.
Based on the theories of corporate social responsibility, consumer perception,
consumer attribution, consumer purchase decision ， consumer-corporation
identification, brand attitude etc., we built a theoretical model and employee a serious
of methods like literature research, questionnaire survey, combination of theory and
demonstration to discuss the efficacy of products responsibility, philanthropy and
business practices on consumer behavior. Firstly, we briefed the related corporate
social responsibility and consumer behavior theories, constructed a model on them
aimed to demonstrate how the influences happened. Secondly, this study examines the
situation about the consumer response of different corporate social responsibility
implementations through the method of questionnaire survey. Finally, according to the
empirical findings we drew conclusions and put forward the correspondingIII
suggestions of how to establish reasonable strategy of corporate social responsibility
and spread the corporate social responsibility information.
The results showed that: (1) Consumer respond differently to the CSR
inplementation chosen by corporates, philanthropy is considered as the most effective
CSR implementation; (2) Philanthropy is the only CSR implementation to exert a
significant effect. Products responsibility and Business practices do not;
(3)Consumer-corporate identification and brand attitude are key mediators of the
relationship between CSR implementations and behavioral intention.
We focused the consumer groups and constructed a related model to
comprehensively describe the process of how the corporate social responsibility
implementations affect consumer evaluation and, in turn, consumer behaviors. In it
we took comparisons of the impacts of three different corporate social responsibility
implementations on consumer behavior, considered the brand awareness as a
moderating variable. We found that a proper corporate social responsibility is quite
helpful to enhance the purchasing behavior of consumers and suggested the
deficiencies of the more suitable to the marketing reality in our country.
Keywords：Corporate social responsibility；Consumer corporation identity；Brand
attitude；Consumer behaviorIV
目 录
摘要..I
Abstract..........II
第 1 章 导论...1
1.1 研究背景及意义......1
1.1.1 研究背景.......1
1.1.2 研究意义.......2
1.2 国内外研究动态......3
1.2.1 企业社会责任...........3
1.2.2 消费者对企业社会责任的响应...... 6
1.2.3 文献述评.......8
1.3 研究思路、基本框架及技术路线..9
1.4 研究方法....10
1.5 本文的创新点........11
第 2 章 理论基础.....13
2.1 企业社会责任理论13
2.1.1 企业社会责任的定义与内涵........ 13
2.1.2 企业社会责任行为的分类.13
2.2 消费者行为理论....15
2.2.1 消费者感知理论....
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