Xie Wenfu, Dai Luote
Department of Business and Trade, Zhejiang Industry Polytechnic College, Shaoxing 312000, China.
School of Digital Economy and Trade, Wenzhou Polytechnic, Wenzhou 325000, China.
Acta Psychol (Amst). 2025 May;255:104915. doi: 10.1016/j.actpsy.2025.104915. Epub 2025 Mar 17.
This study examines the dual impact of corporate social responsibility (CSR) and corporate ability belief (CSR-CA) on consumer decision-making, with a special focus on the moderating effect of value orientation on this process. Through a questionnaire survey, the research analyzes consumer purchase intention under different CSR situations and verifies the mediation effect of altruistic attribution and value orientation, as well as the adjustment effect of CSR-CA belief. The results show that high CSR awareness can significantly increase consumers' willingness to buy, and altruistic attribution plays an intermediary role in this process. In addition, value orientation plays a key moderating role, and consumers with a strong collectivism tendency are more inclined to respond positively to CSR behavior. Research shows that companies need to consider the balance between CSR, corporate ability, and customer value orientation in their CSR strategies to better meet market demands and enhance competitiveness.
本研究考察了企业社会责任（CSR）和企业能力信念（CSR-CA）对消费者决策的双重影响，特别关注价值取向在此过程中的调节作用。通过问卷调查，该研究分析了不同CSR情境下消费者的购买意愿，并验证了利他归因和价值取向的中介作用以及CSR-CA信念的调节作用。结果表明，高CSR意识能显著提高消费者的购买意愿，且利他归因在此过程中起中介作用。此外，价值取向起关键调节作用，具有强烈集体主义倾向的消费者更倾向于对CSR行为做出积极反应。研究表明，企业在其CSR战略中需要考虑CSR、企业能力和客户价值取向之间的平衡，以更好地满足市场需求并提高竞争力。
