企业两类公开信息对消费者购买意向的影响研究

利用情景实验法公布正负两类信息,分析企业公开信息对消费者购买意向的影响。研究发现:两类公开信息变量具有完全中介作用的效果,企业能力对产品评价的影响,高于企业社会责任对产品评价的影响,企业社会责任对企业形象的影响,要高于企业能力对企业形象的影响。

The Impacts on Purchase Intention From Two Types of Corporate Information Disclosure

The impacts on consumer purchase intention from corporate information disclosure are researched by using the scenario experiments.It is found that information disclosure act as a important mediating variable.Companies capability has more impacts on the product evaluation than corporate social responsibility,while corporate social responsibility has more impacts on corporate image than corporate capability.