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论文编号：	10138
作者编号：	2120162727
上传时间：	2018/6/9 17:17:57
中文题目：	企业社会责任对公司品牌价值影响作用的研究——基于消费者感知视角
英文题目：	Research on the Effect of Corporate Social Responsibility on Corporate Brand Value-Based on the Perspective of Consumer Perception
指导老师：	许晖
中文关键字：	企业社会责任； 公司声誉； 公司品牌价值； 消费者感知动机； 消费者感知视角
英文关键字：	corporate social responsibility; corporate reputation; corporate brand value; consumer perceived motive; perspective of consumer perception
中文摘要：	当今激烈的市场环境中，越来越多的学者和管理人员意识到企业社会责任对社会发展和公司经营的重要性。过去大量研究表明公司的社会责任行为能够对其关系网络成员产生积极影响，从而改变对该企业的评价和态度。企业参与公益活动能为自身赢得良好的公司声誉，也会影响消费者对其产品的购买意向、对品牌的忠诚度和信任等其他方面。并且随着市场中产品供给方数量持续增长，产品同质化严重已经成为很多行业的现状，支持消费者进行购买决策的信息不再限于产品或服务本身，公司声誉、品牌价值等无形资产被学者和管理者视为新的竞争优势和战略资源。因此对企业社会责任、公司声誉和品牌价值三者之间作用机理的研究至关重要。 通过对相关理论回顾发现目前研究的局限之处并提出本文的研究问题，达到以下研究目的：第一，检验企业通过践行社会责任会提高公司声誉，分析消费者感知动机如何影响两者关系，深入探讨社会责任的不同维度对公司声誉影响的差异性。第二，从消费者感知的视角出发，对以公司声誉为中间变量的企业社会责任对公司品牌价值影响作用模型进行验证。第三，剖析不同社会责任对公司声誉和品牌价值不同维度的影响存在何种区别。 本研究主要采用实证研究的方法，通过理论模型的构建，并以问卷调研的方式获取393个有效样本，利用SPSS22.0对进行数据分析和假设检验，得到以下结论：（1）企业积极承担责任有助于改善公司声誉，但是社会责任变量下的经济责任影响作用不明显。（2）消费者感知动机对企业社会责任与公司声誉的关系中起调节作用，其中感知利己动机的负向调节作用显著。（3）公司声誉有助于提高公司品牌价值，且在企业社会责任影响公司品牌价值中起部分中介作用。
英文摘要：	In today's fierce market environment, more and more scholars and managers are aware of the importance of corporate social responsibility for social development and business operations. Over the past decade or so, a large number of studies have shown that corporate social responsibility behaviors can have a positive impact on the members of their network of relationships and thus change their appraisal and attitude. Enterprises participating in public welfare activities can earn a good corporate reputation for themselves, as well as affecting consumers' purchase intentions of their products, their loyalty and trust in the brand, and other aspects. With the continuous increase in the number of product suppliers in the market, the homogenization of products has become a reality in many industries. The information supporting consumers' purchase decisions is no longer limited to the products or services themselves, and thus intangible assets such as company reputation and brand value are Scholars and managers regard new competitive advantages and strategic resources. Therefore, it is very important to study the mechanism of the relationship between corporate social responsibility, corporate reputation and brand value. Through the review of related theories, we found out the limitations of the current research and put forward the research questions of this paper, achieving the following research objectives: first, testing the impact of corporate social responsibility on corporate reputation and analyzing how consumers' perceived motivation plays a role in the relationship between the two. The role of regulation, in-depth discussion of the different dimensions of corporate social responsibility impact on corporate reputation differences. Secondly, from the perspective of consumer perception, the role model of corporate social responsibility based on corporate reputation as an intermediate variable for corporate brand value is verified. Third, it analyzes the difference between the impact of different social responsibilities on the company's reputation and the different dimensions of brand value. Fourth, according to the conclusions of the study, the company provides suggestions and references for enterprises, enabling companies to realize that corporate social responsibility can significantly affect the company's reputation and the company's brand value. This research mainly adopts the method of empirical research. Through the construction of theoretical models, 393 valid samples were obtained through questionnaire survey, and SPSS 22.0 was used for data analysis and hypothesis testing. The following conclusions were obtained: (1) Corporate performance of social responsibility It will positively affect the company's reputation, but the effect of economic responsibility under the social responsibility variable is not obvious. (2) The consumer perception motivation plays a regulatory role in the relationship between corporate social responsibility and corporate reputation, and the negative adjustment of perceived motivation has a significant effect. (3) The company's reputation has a significant positive impact on the company's brand value, and plays a part in the relationship between corporate social responsibility and corporate brand value. This article clarifies the relationship between corporate social responsibility, corporate reputation and corporate brand value, and puts forward the importance of consumer perceived motivation, enriches the research of related theories, and also helps companies to fulfill their social responsibilities and improve corporate reputation and corporate brand value. The combination provides guidance.
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