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1、ABSTRACTABSTRACTThisarticletakesthedairybrandssoldintheChinesemarketasanexample,withanempiricalstudy,exploringtherelationshipsamongCorporateSocialResponsibility(CSR),ReputationandConsumerPurchaseIntention.Fromthepracticalperspectiveofview,foodsafetyissueswithinthediaryi
2、ndustryoccurfrequently,resultinginatremendousdecreaseofconsumers’confidenceindomesticdiarybrands.Whileforeigndiarybrandstakethisadvantageandgrabalargeshareofthemarket.Therefore,foreachbrand,itisimportanttoregainconsumers’confidenceandtoboostitssalesvolume.Inthiscase,thi
3、sarticleistryingtosolvetheproblemviaPublicRelationsinitiatives,i.e.CSR,toseeifitcanhaveapositiveimpactonReputationandConsumerPurchaseIntentionaswell.Fromthetheoreticalperspectiveofview,whenitcomestotherelationshipbetweenCSRandReputation,somescholarsthinkthatCSRisoneofth
4、einfluencingfactorsofReputation,whileothersviewCSRasapartofReputation;Also,lotsofscholarshavestudiedtheinfluencingfactorsofConsumerPurchaseIntention;AndsomeevenpresentedanideathatthereshouldbeanmediatingvariableormoderatingvariablebetweenCSRandConsumerPurchaseIntention.
5、Therefore,thisarticlemainlystudiestherelationshipsamongCSR,ReputationandConsumerPurchaseIntention,andReputationasamoderatingvariableaswell.Also,thisarticleexploreswhichaspectofCSRinitiativesiseffectiveandwhichisnot.315effectivequestionnairehavebeencollectedbothonlineand
6、offline.Afterthedataanalysis,itisfoundthatCSRpositivelyimpactsbothReputationandConsumerPurchaseIntention,ReputationpositivelyimpactsConsumerPurchaseIntention,nomoderatingeffecthasbeenfound,andthreeaspectsoutoffourofCSRareinfluential.Twoconclusionscanbemade.Firstly,fromt
7、heangleofPR,togainagoodreputationamongtheconsumers,diarybrandsshouldtakeCSRinitiatives.AndbothCSRinitiativesandgoodreputationhaveapositiveimpactonthepurchaseintentionofdiaryproductconsumers,whichwillundoubtedlyboostthebrands’sales.Secondly,III万方数据ABSTRACTtoensurethatCSR
8、initiativeshavegoodresult,diarybrandsshouldfocusonthreeareas,toprotecttherightsofitsconsumers,toprotecttheenvi
