【摘要】 企业社会责任已经成为关乎我国经济和社会和谐发展的焦点之一,促进消费者与企业社会责任的良性互动成为值得研究的课题。采用情境模拟法测量消费者在不同类型企业社会责任行为刺激下的购买意愿,以及产品价格对这种购买意愿的调节作用。结果发现,消费者的态度受到价格的显著影响,但不同的消费者群对履行了基本层或高级层社会责任的企业的产品有不同的可接受溢价范围。更多还原

【Abstract】 Corporate social responsibility(CSR) has been a serious issue to developing the economy and the society in our country harmoniously.Therefore,how to interact consumers’ purchase intention with CSR is a significant topic.Using scenario technique,the consumers’ responses(as purchase intentions) to various types of CSR and the mediate effect of the prices of relative products were studied.The data show that the price is an important mediator in consumers’ responses to CSR practices.The scales of the price premium acceptable by different segments of consumers on basic or advanced CSR practices are varied.更多还原