A Study on the Effects of Corporate Social Responsibility on Corporate Reputation and Purchase Intention of Consumer

This paper attempted to build a conceptual model including corporate social responsibility (CSR), corporate reputation, corporate identification and purchase intention of consumer, and by empirical testing of structural equation modeling, this paper also explored the inherent mechanism that CSR affects on purchase intention of consumer, as well as the mediators between CSR and purchase intention of consumer. The results show that the effects of CSR on purchase intention of consumer come mainly from the economic responsibility, legal responsibility, consumer responsibility, and staff responsibility; corporate reputation and consumer recognition of corporate are main mediators that CSR affects on purchase intention of consumer, that is: CSR affects on corporate identification of consumer by corporate reputation, thereby affecting purchase intention of consumer. Conclusions of this paper have a certain degree enlightening meaning for our enterprises and society to improve the fulfill level of CSR