基于CSR的消费者质量感知及信任对消费者支持的影响

Corporation Social Responsibility has been a key factor to corporate sustainable development in recent years; it is also concerned by government, enterprise and academics. In this study, based on the Corporate Social Responsibility (CSR), the influence of consumer quality perception and consumer trust on consumer support is analyzed using hierarchical regression model. The results suggest that the consumer trust has significant positive affect on consumer support; CSR association has negative effect on the relation between consumer trust and consumer support; the self- interest perceived motivation of CSR also has negative effect on the relation between consumer trust and consumer support. So, to better win the support of consumers by shouldering CSR and obtain a win- win situation, the enterprises must, first, win the trust of consumers, which is the precondition for the enterprises to win the support of consumers; and second, positively shoulder CSR without hankering for any fruit, which is the key for the enterprises to win the support of consumers.