作　　者： (王瑞）; (晏毅）;

机构地区： 暨南大学管理学院,广东广州510632

出　　处： 《经济与管理》 2017年第5期79-87,共9页

摘　　要： 基于中国消费者心理特征,对1 000名中国消费者进行问卷调查,探析消费者在企业社会责任(Corporate Social Responsibility,CSR)信息刺激下,心理特征对CSR关注、CSR信任及购买意愿的影响。研究发现,心理控制源、社会自我意识、社会网络和世代观对CSR信任和购买意愿均具有显著影响,但它们对CSR关注的影响只有部分显著。根据上述四个心理特征维度对消费者进行群体细分,将消费者分为自私精明型、老实内向型、独立热情型三大类。 Based on consumer psychological characteristics of China, the paper explored how psychological characteristics effect the CSR concerns, CSR trust and purchase intention under the stimulus of CSR information through investigating 1000 Chinese consumers. The paper prove that psychological control source, social self consciousness, social networks and generation belief significantly effect CSR trust and purchase intention, but their impacts on CSR concern are partly significant. According to above four dimensions of psychological characteristics, consumers are divided into groups, three types of consumers are selfish-shrewd type, honest-introverted type ard independent-enthusiastic type.

关 键 词： 企业社会责任 消费者响应 心理特征 群体细分