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基于消费者购买决策视角的企业社会责任研究/Research on Corporate Social Responsibility in the Per

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基于消费者购买决策视角的企业社会责任研究/Research on Corporate Social Responsibility in the Per
corporate social responsibility 2011 winning paper
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15/03/13 10:14
由对外经济贸易大学闫家驹同学撰写的论文《基于消费者购买决策视角的企业社会责任研究》,荣获2011年对外经济贸易大学国际经济伦理研究中心举办的第五届大学生企业社会责任征文大赛二等奖,全文请参考附件。

基于消费者购买决策视角的企业社会责任研究

摘要:在经济全球化日益发展的今天,企业的社会责任成为了企业维系长久战略发展的重要性因素,同时也成为了企业能够在竞争日益激励的市场中获得一席之地的关键,企业的短期与长期战略目标的实现开始越来越依赖于消费者对企业社会责任的感知程度以及这种感知能否促进消费者的购买决策,然而现实是企业在努力打造品牌和社会责任形象的时候往往更关注于自身市场价值与品牌价值能否得以提升,而忽视了维系企业长久发展的消费者是如何评价企业的社会责任行为的。实际上企业社会责任行为的价值是通过消费者对其的有效感知进而促进了消费者的购买决策而得以实现的,为此本文通过对具体行业的企业社会责任与消费者购买决策过程的关系分析以及在可分割市场的前提下对企业差异化社会责任战略的模型构建来探讨企业社会责任与消费者购买决策之间的关系。

关键词:企业社会责任;消费者购买决策;消费者购买决策过程

The Paper “Research on Corporate Social Responsibility in the Perspective of Consumer Purchase Decision”, written by Yan Jiaju from University of International Business and Economics(UIBE), is the Second Prize of 2011 Collegiate Corporate Social Responsibility Essay Competition, which is organized by the Center for International Business Ethics at UIBE, Beijing. The whole paper can be found in the attachment.

Research on Corporate Social Responsibility in the Perspective of Consumer Purchase Decision

Abstract: Nowadays, in a world characterized by economic globalization, corporate social responsibility has become a key issue for enterprises in realizing the long-term strategic development and maintaining their own status in the increasingly competitive market. Whether enterprises can realize their short-term or long-term strategic goals depends on consumers’ perception of their awareness of social responsibility and on whether the perception can affect consumer purchase decision. However, when enterprises are building their brand image and showing their social responsibility, they focus more on the elevation of their own market and brand value while ignoring consumers’ comment on their fulfillment of social responsibility. In fact, the value of enterprises’ fulfilling social responsibility is realized in that consumers are more motivated to make purchase if they regard the enterprise as socially responsible. Therefore, the thesis analyzes the relationship between corporate social responsibility and purchase decision-making process in specific industries and discusses the relationship between corporate social responsibility and consumer purchase decision through the construction of differentiated corporate social responsibility model in a market that can be segmented

Keywords: Corporate social responsibility; Consumers purchase decision; Consumer purchase decision-making process
archivos adjuntos: Research on CSR in the Perspective of Consumer Purchase Decision.pdf (314,4k)