目 录
摘要···································· 4
第1章 绪论······································5
1.1研究背景与意义······························5
1.2论文研究的内容和创新点························ ·····5
第2章 我国企业社会责任对消费者购买行为影响的定量分析·············7
2.1研究假设······································7
2.2变量定义与数据收集······························7
2.3样本描述性统计······································7
2.4样本信度分析·······························8
2.5相关性分析······································9
第3章 我国企业社会责任对消费者购买行为影响的定性分析············· 13
第4章 我国企业社会责任的现状和相关建议·························15
4.1我国企业社会责任状况·····························15
4.2相关建议·····································15
第5章 结束语··································18
参考文献·······································19
摘 要
研究消费者对于企业社会责任的认知和选择可以进一步发现企业社会责任缺失的原因。本文在理论回顾和文献综述的基础上，通过问卷调查法收集数据，并通过SPSS对数据进行定量分析，然后对定量分析结果进行了定性解释说明，并得出了“消费者更愿意为那些对消费者和员工承担更多责任的企业表现出更高的忠诚度和溢价支付意愿，而对于企业承担与之利益无直接关系的政府和商业合作伙伴的责任却表现出相对的‘消极态度’，而对于企业承担更多社区责任，虽然表现出较强的忠诚度，却没有相对较强的支付意愿。”的结论，最后，论文针对我国企业社会责任缺失的现状，从政府、企业、社会组织、学术界、消费者的角度提出了相应的建议。
关键字 企业社会责任；消费者购买行为；利益相关者
