| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 104 === Consumer responsibility for Chinese consumers is a trend. As a Consumer who attempts to use his or purchasing power to concern the enterprise whether doing the social responsibility.
In view of this issue this study aims to understand the consumer are concerned about the corporate social responsibility degree. In current, the study lack of negative information concern and responsibility of consumer behavior effect on purchase intention. In the perspective of Chinese consumers analyze the consumer are concerned about the enterprise negative information and responsibility of consumer behavior effect on purchase intention, and further put the demographic variable to study.
In this study, questionnaire survey was authorized by Chinese Academy of Social Sciences, there are 3,004 effective samples.
The result showed that socially responsible consumer behavior has the positive effect on the purchase intention, socially responsible consumer behavior can enhance the willingness to pay for a responsible product. Another result showed that the higher degree of consumer are concerned about the enterprise negative information has the positive effect on the purchase intention, signal that the consumer are concerned about the enterprise negative information can enhance the willingness to can enhance willingness to pay for a responsible product.
Analysis of demographic variables, gender and income has significant difference on socially responsible consumer behavior and negative information concern can enhance the willingness to can enhance willingness to pay for a responsible product.
The high education level negative information concern and responsibility of consumer behavior has positive effect on purchase intention.
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