企业社会责任、购买意愿与购买行为——主动性人格与自我效能有调节的中介作用

理性行为理论认为，意愿是行为的有效预测变量；但企业社会责任相关研究表明，消费者的购买意愿与购买行为之间存在着巨大的差距。为了探究消费者响应企业社会责任行为对购买意愿的影响，并进而对购买行为的影响，以及购买意愿与购买行为之间的差距，构建了一个包含企业社会责任、购买意愿、购买行为、主动性人格与效能感的研究框架，通过情景化的自我报告问卷调查方法对研究框架进行了检验。研究结果表明：① 消费者一般会积极响应企业社会责任行为，其购买意愿部分中介企业社会责任与实际购买行为之间的关系；② 消费者由企业社会责任产生的购买意愿与购买行为之间存在较大的差距，企业社会责任可以解释25%的购买意愿，却只能解释20%的购买行为；③ 消费者主动性人格或效能感水平较高时，购买意愿对企业社会责任与购买行为之间关系的中介作用更强，可以有效减小伦理消费的意向-行为差距。

CSR，Purchase Intention and Behavior: Moderated Mediation Role of Proactive Personality and Perceived Effectiveness

It is suggested that intention is a good predictor on behavior, but previous studies of corporate social responsibility (CSR) indicate that there is a huge gap between consumers’ purchase intention and their purchase behaviors. This paper intends to investigate the effect of CSR on consumers’ purchase behaviors through their purchase intention, as well as boundaries on their purchase intention-behavior gap. A scene-questionnaire survey including CSR, purchase intention, purchase behavior, proactive personality and perceived effectiveness was conducted to collect data and test this framework. The results show that  consumers’ purchase intention plays a partial mediation role in the relationship between CSR and their purchase behaviors. Besides, there is a large gap between consumers’ purchase intention and behaviors, of which 25% of their purchase intention and 20% of their purchase behaviors could be explained by CSR. Moreover, there is a greater indirect effect of consumers’ purchase intention in situations of high proactive personality or high perceived effectiveness, which can reduce the intention-behavior gap.