基于计划行为理论人格特质对社会责任消费意向影响地研究.docx

杭州电子科技大学硕士学位论文ABSTRACTAs the development of society and economy, change of public values and diversity ofcompetitive content in the market, corporate social responsibility has became an importantissue that can’t be avoided in the global business management research and practice,simultaneously, it arouses the attention of the whole society. However, another kind of socialresponsibility was overlooked by most people. As the other part of the transaction, consumerin the traditional festival pursues for luxury gifts, packaging and banquet and so on. Theseconsumption misunderstanding will make our resources and environment to withstandunprecedented crisis. So the voice of responsible consumption is growing louder and louder,social responsibility of consumer the new term has entered the public view, it will becomea national concern issue. This new pattern of consumption makes consumer to abandon thepast conspicuous consumption and one-time consumption and other bad consumption habitsand helps consumer return to health, scientific and civilized life style. Social responsibilityconsumer behavior is aimed at advocating consumer to consume rationally and benefit for thewhole society.Based on the theory of planned behavior, paper creatively adds the antecedent variable ofpersonality traits in the original foundation of attitude, social identity and perceivedbehavioral control to construct social responsibility consumer intention model, in order tostudy the affecting factors of the formation of social responsibility consumer behaviorintention deeply. First of all, on the basis of relevant research of domestic or foreign scholars,paper constructs the model of social responsibility consumer intention, and puts forward thehypothesis; then, obtains the required data through the questionnaire; then uses the SPSS17.0tool to make the reliability and validity test, correlation analysis and regression, validating theresearch model and research hypothesis and working out the degree diff