消费者的CSR-CA观念及其对CSR与购买意向关系的影响研究

实证研究表明，在企业社会责任（CSR）与企业能力（CA）关系方面，绝大多数消费者持相互促进（Win—Win）观念而不是相互对立（Trade—off）观念。进一步研究显示，同样是持Win—Win观念的消费者，程度不同，对CSR与购买意向关系有不同的影响：持强CSR—CA相互促进观念的消费者与持弱CSR—CA相互促进观念的消费者对CSR水平较高和一般的企业生产的产品的购买意向没有显著差异，但对于CSR水平较低的企业生产的产品，前者的购买意向显著低于后者。

CSR-CA Belief and its Impact on the Relationship between CSR and Consumers' Purchase Intention

Findings of the empirical research include: the majority of consumers support the CSR-CA win-win be- lief rather than trade-off belief;among those who support the CSR-CA win-win belief,the degree of support affects the relationship of CSR and consumers' purchase intention:while strong and week supporters have similar purchase intention to the products of companies with high or middle level CSR,strong supporters have significantly higher purchase intention than week supporters to the products of companies wi...