消费者视角的企业社会责任对企业声誉的影响研究——以零售行业为例的中期报告.docxVIP

消费者视角的企业社会责任对企业声誉的影响研究——以零售行业为例的中期报告 摘要： 企业社会责任是指企业在经营过程中，充分尊重各方利益并承担其应有的社会责任。本研究旨在探讨消费者视角下企业社会责任对企业声誉的影响，以零售行业为例，采用问卷调查的方式，共收集到440份有效问卷数据。 研究发现，消费者对企业社会责任程度的认知与企业声誉正相关，即消费者认为企业社会责任履行得越好，企业声誉越好。同时，企业社会责任履行情况对消费者的购买意愿也有明显的影响，企业社会责任履行得好的企业更容易得到消费者的青睐和信任。 通过回归分析，发现企业社会责任履行情况对企业声誉的影响程度受到消费者对企业的信任和企业形象的中介作用。此外，本研究还发现，企业规模、品牌知名度和所处地区等因素也会影响消费者对企业社会责任的认知和企业的声誉。 研究结论表明，企业社会责任对企业声誉的影响是显著的，零售企业应注重履行社会责任，提高社会责任披露透明度，从而增强消费者对企业的信任和认同。 关键词：企业社会责任；企业声誉；消费者视角；零售行业；问卷调查 Abstract: Corporate social responsibility refers to the full respect for the interests of all parties and the fulfillment of its social responsibilities in the business process. This study aims to explore the impact of corporate social responsibility on corporate reputation from the perspective of consumers, using the retail industry as an example. A total of 440 valid questionnaire data were collected through a questionnaire survey. The study found that consumers perception of the degree of corporate social responsibility is positively correlated with corporate reputation, that is, consumers believe that the better the company fulfills its social responsibility, the better its reputation. At the same time, the fulfillment of corporate social responsibility also has a significant impact on consumers purchase intention. Companies that perform well in social responsibility are more likely to be favored and trusted by consumers. Regression analysis found that the impact of corporate social responsibility on corporate reputation is mediated by consumer trust and corporate image. In addition, this study also found that factors such as corporate size, brand awareness, and regional location will also affect consumers perception of corporate social responsibility and corporate reputation. The research conclusions show that the impact of corporate social responsibility on corporate reputation is significant. Retail companies should pay attention to fulfilling their social responsibilities, improve the transparency of social