THE STUDY ON THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY PERCEPTION ON CONSUMER PURCHASE INTENTION IN THE E-COMMERCE INDUSTRY
Keywords:
E-commerce Industry, Corporate Social Responsibility, Consumer Enterprise Identity, Customer Purchase IntentionAbstract
With the development of big data information age, Chinese e-commerce enterprises have developed rapidly as a new industry. However, at the same time, there are many phenomena of lack of social responsibility. The construction of social responsibility in e-commerce industry needs to be improved. Consumers' corporate identity to e-commerce enterprises will also have an impact on consumer purchase intention. On the one hand, we take the specific corporate social responsibility as the research object to understand the consumer's attitude towards corporate social responsibility and the relationship with purchase intention. In the dimension of corporate social responsibility, we also combine the characteristics of e-commerce industry to select a more appropriate dimension direction, that is, the responsibility to protect consumers' economic interests, the responsibility to protect employees' rights and interests, the responsibility to maintain transaction information and environmental security, and the responsibility to undertake public welfare charity. In addition, this paper introduces consumer enterprise identity as an intermediary variable to study this problem. The results of this study show that the four dimensions of corporate social responsibility, protecting consumers' economic interests, protecting employees' rights and interests, maintaining transaction information and environmental security, and undertaking public welfare charity have positive effects on consumers' purchase intention, and also on consumer enterprise identity. Consumer enterprise identity plays an intermediary role in the model of social responsibility and consumer purchase intention of e-commerce enterprises.
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