后疫情时代企业社会责任对顾客重购意愿的影响研究

Abstract

The epidemic has been ongoing for nearly three years and has had a significant impact on many industries, especially the tourism industry. This study focuses on Ctrip homestays to study how companies gain customer trust and enhance brand value by enhancing social responsibility during the epidemic. At present, there is no consensus on whether corporate social responsibility can produce good results in crises. This study uses stakeholder theory, normative activation model, and planned behavior theory to study the impact of consumer trust and corporate consumer identity regulation of social responsibility on online repurchase intention. It also investigates the pathways through which individual and social norms affect corporate social responsibility’s willingness to repeat purchases. The survey sample selected 528 Chinese users of Ctrip. The research results showed that strategic charity activities directly affect consumers’ evaluation of corporate social responsibility, and environmental, economic, and ethical factors can also affect consumers’ evaluation of corporate social responsibility. Perceived corporate social responsibility does not directly affect consumers’ willingness to repurchase, but it indirectly affects consumers’ willingness to repurchase through their recognition of the company, while personal norms weaken the impact of perceived social responsibility and consumer trust on repurchase intention.