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Longyue Mei. Research on the relationship between corporate social responsibility and consumers purchase intention : taking brand relationshipquality as mediator. Master's Degree(Business Administration). Rangsit University Library. : Rangsit University, 2018.
Research on the relationship between corporate social responsibility and consumers purchase intention : taking brand relationshipquality as mediator
企业社会责任对消费者购买意愿影响研究 以品牌关系质量为中介变量
Name: Longyue Mei
LCSH:
Consumer behavior
LCSH:
Branding (Marketing)
Abstract:
Consumers in the world are increasingly paying attention to the impact of
corporate behavior on society. Through Corporate Social Responsibility (CSR) the
enterprises manage the social, environmental and economic effects of its operations
responsibly to improve the quality of life and environment. In return, CSR enable
enterprises to obtain long-term sustainable development. However, the impact of CSR
on consumer purchase intention in Chinas banking industry, as well as the mediating
role of brand relationship quality (BRQ), is not clear. In order to answer this question,
this study will examine the impact of CSR on consumer purchase intention in banking
industry, and the intermediary effect of BRQ between the two, hoping to further
contribute to the CSR management of banking industry.
This study used a convenient sampling method to distribute electronic
questionnaires to consumers who had experience in consuming banking products in
Shanghai, Beijing, Guangzhou, Shenzhen. The sample specified in this study was 681
respondents. The data processing methods used in this study are reliability test,
validity test and regression analysis. After data analysis and verification, the result
concluded that: 1) CSR has a significant positive impact on consumers purchase
intention; 2) CSR has a significant positive impact on brand relationship quality;
3) BRQ has a significant positive impact on consumers purchase intention; 4) brand
relationship quality has partial intermediary effect between corporate social
responsibility and consumers purchase intention.
Abstract:
世界上越来越关注企业对社会的影响，通过企业社会责任来改善社区的生活
质量和环境，可以让企业获得长远持续的发展。而在中国有关银行业的企业社会
责任对消费者购买意愿的影响，以及品牌关系质量作为中介的作用机制的研究尚
不明确。为了弄清这一问题，本研究将探索银行业的企业社会责任对消费者购买
意愿的影响，以及品牌关系质量在两者之间的中介效果，期望进一步为银行业的
企业社会责任管理作出贡献。
本研究采取方便抽样的方法对于上海、北京、广州、深圳地区有过银行产品
消费经历的消费者，分发电子调查问卷，在这项研究中指定的样本是681 名响应
者。在这项研究中使用的数据处理方法为信度测试、效度测试和回归分析等。通
过数据分析和验证，本研究的结论发现：1）企业社会责任对购买意愿有显著正
向影响；2）企业社会责任对品牌关系质量有显著正向影响；3）品牌关系质量对
购买意愿有着显著正向影响；4）品牌关系质量作为中介，在企业社会责任与购
买意愿之间有部分中介作用。
Rangsit University Library
Address:
Pathumthani
Email:
rattanapornn@rsu.ac.th
Name: Duan Yun Long
Role:
Advisor
Created:
2018
Modified:
2023-11-15
Issued:
2020-01-21
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Rangsit University
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Longyue Mei
| Title | Contributor | Type |
|---|---|---|
| Research on the relationship between corporate social responsibility and consumers purchase intention : taking brand relationshipquality as mediator
มหาวิทยาลัยรังสิต Longyue Mei | Duan Yun Long | วิทยานิพนธ์/Thesis |
Duan Yun Long