企业社会价值植入型促销下的消费者行为分析-analysis of consumer behavior under enterprise social value implantation promotion.docxVIP

AbstractRecently, because of the increasingly homogenized market competition and increasingly dull the consumers’ responses to traditional promotion styles have been, an increasing number of enterprises combine the principle of social responsibilities with traditional promotion, hoping to establish good image of social responsibility to attract and retain customers. However, the existing literature has not yet defined this kind of promotion specifically and exclusively. Thus, this paper defines this promotion style, which includes economic value information and social value information simultaneously, as corporate social responsibility implanted promotion style.Starting from the research of characteristics of consumers’ shopping style, the paper subdivides consumers based on shopping style, while studying the differences of consumers’ shopping decision-making between the east and west area of China, though questionnaire survey using CSI scale. About the research of how corporate social value implanted promotion influences consumers, this paper choose the economic value and social value in the shampoo promotion, to study the value perception and purchase intention of consumers. Moreover, the paper designed an experiment, which consists of an exploratory formula: 2(discount/retail price) *2(social charity/ no social charity), to study consumers’ reaction to the promotion style that includes social value information. Therefore, it is important to explore the mechanism of how economic value information and social value information influence consumers’ perceived value and purchase intention. Based on the above experiment, the paper subdivides consumers by combining shopping decision-making styles, and then chooses the value-pursuit consumers, who have this unique shopping style in China, as the objects of the research to study this kind of consumers’ reaction to the promotion style, which includes both business nature and social welfare nature, and thus to verify and com