公司形象对消费者信任和购买意向的影响机制

公司品牌形象是影响消费者信任的重要前因变量，但现有研究并未揭示出公司形象的不同维度对消费者信任影响的差异性以及公司形象通过信任进而影响购买意向的机制和过程。文章将消费者对品牌的信任划分为可信性和善意，探讨了公司形象的能力和社会责任两个重要维度通过信任对购买意向的影响机制。研究发现，公司能力和企业社会责任都能通过可信性和善意影响消费者对产品的购买意向；除间接影响外，公司能力可以直接影响消费者购买意向，但企业社会责任对购买意向没有直接影响；公司能力偏重于影响信任的可信性，企业社会责任偏重于影响信任的善意。

How Does Corporate Image Impact Consumer Trust and Purchasing Intention

Corporate brand image is one of antecedent variables which affect consumer trust, but current researches have not revealed the process and the mechanism of corporate image's impact on purchasing intention through trust. This paper regards credibility and benevolence as the major factors of brand trust, and explores the corporate ability （CA） and corporate social responsibility's （CSR） impact on consumer trust and purchasing intention. The result shows that both CA and CSR affect consumers' purchasing intention through credibility and benevolence; in addition, CA can also affect purchasing intention directly; CA has greater effects on credibility, while CSR has greater effects on benevolence.