| CSR情境下不确定性规避在购买意向中的影响 |
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| 引用本文： | 韩娜,李健,刘建梅,张一. CSR情境下不确定性规避在购买意向中的影响[J]. 北京理工大学学报, 2014, 34(S2): 100-104 |
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| 作者姓名： | 韩娜 李健 刘建梅 张一 |
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| 作者单位： | 北京理工大学 管理与经济学院, 北京 100081;北京理工大学 人文学院, 北京 100081;首都经贸大学 工商管理学院, 北京 100070;美国丹佛大学 数学与金融学院, 美国, 科罗拉多州, 80208 |
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| 基金项目： | 首都经贸大学校级科研基金资助项目(2013XJG006) |
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| 摘 要： | 通过构建不确定性规避在CSR情境下对购买意向影响的概念模型,并采用结构方程和层级回归方法对该模型进行检验,以探索企业能力、感知质量在CSR和购买意向中的调节效应,并进一步分析消费者不确定性规避在CSR和企业能力/感知质量交互作用中的调节效应.研究结果表明,企业能力和感知质量在CSR和购买意向作用过程中起反向调节效应;对推荐购买意向而言,不确定性规避在CSR和企业能力交互作用中起调节作用;对溢价购买意向而言,不确定性规避在CSR和企业能力/感知质量交互作用中的调节效应未通过显著性检验.
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| 关 键 词： | 企业社会责任 企业能力 感知质量 不确定性规避 |
| 收稿时间： | 2014-06-02 |
Effect of Customers' Uncertainty Avoidance on Purchase Intention Under the Context of Corporate Social Responsibility |
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| HAN N,LI Jian,LIU Jian-mei and ZHANG Yi. Effect of Customers' Uncertainty Avoidance on Purchase Intention Under the Context of Corporate Social Responsibility[J]. Journal of Beijing Institute of Technology(Natural Science Edition), 2014, 34(S2): 100-104 |
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| Authors: | HAN N LI Jian LIU Jian-mei ZHANG Yi |
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| Affiliation: | School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China;School of Social Science, Beijing Institute of Technology, Beijing 100081, China;College of Business Administration, Capital University of Economic and Business, Beijing 100070, China;School of Mathematics and Financial, University of Denver, Colorado 80208, USA |
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| Abstract: | A conceptual model of effects of uncertainty avoidance on purchase intention influence under the context of CSR was constructed, and the structural equation model and method of hierarchy regression were used to test the concept model, the modulatory effect of enterprise ability and perceived quality in the relationship of CSR and purchase intention was explored. Furthermore, the modulatory effect of customers' uncertainty avoidance in interaction between CSR and enterprise ability or between CSR and perceived quality was analyzed. The results show that enterprise ability and perceived quality have negative effect in CSR and purchase intention. For recommend purchase intention, uncertainty avoidance has modulatory effect on CSR and enterprise ability. For premium purchase intention, modulatory effect of uncertainty avoidance does not pass the significant test in interaction between CSR and enterprise ability or between CSR and perceived quality. |
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| Keywords: | corporate social responsibility enterprise ability perceived quality uncertainty avoidance |
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