企业社会责任对消费者的影响：研究流派与未来展望

基于对国内外文献的研究脉络的剖析，企业社会责任对消费者的影响之研究可分为认同一追随流派、价值感知一行动流派与沟通一影响流派等三个流派。分析表明：这些流派均已证实企业社会责任是影响消费者的态度形成、情感表达与未来的购买意图的重要因素。但由于使用的理论基础与研究范式各不相同，加上实证研究尚不足够，它们对于企业社会责任影响消费者心理与行为的路径及其背后的影响机制等重要问题的探讨却存在较大差异，这直接导致了研究结果的多元化。未来的研究应综合多学科的理论精髓，整合不同的研究范式，深入进行实证检验来构建更有前瞻性与解释能力的理论框架。

The Impact of Corporate Social Responsibility on Consumer: Research Approaches and Prospect

By analyzing the academic theought in related domestic and foreign literatures, the researches about the impact of corporate social responsibility(CSR) activities on consumer can be divided into three approaches: identification - supporting approach, value perception - acting approach and communication - influencing approach. The analyses indicate that these approaches differentiate in the influencing road and its mechanism of CSR on consumer because of diverse backing theories, manifold paradigms and scant empirical researches, resulting in variety of the findings. The new and creative frames of CSR theory with more explanatory ability wit be set up in future researches by integrating multi- theories and utilizing multi- paradigms.