企业网站的使用对消费者态度与行为倾向的影响—基于企业社会责任 信任以及口碑传播的相关分析-the influence of the use of corporate websites on consumer attitudes and behavioral tendencies - based on the correlation analysis of corporate social responsibility trust and w.docxVIP

AbstractAs a kind of we media, enterprises official website has become one of the important platform for its publicity their image and maintaining the public relations. Consumers’ using corporate website has also been given more realistic significance. This study investigates the potential of organization websites from the customer’s perspective. From the consumers perspective, we will explore the influence of corporate website use for the consumers’ cognitive aspects and behavior, focusing on corporate social responsibility, consumer trust and WOM from different dimensions of empirical analysis. Finally we conclude that customers’ use of a corporate website influence corporate image and consumer behavior, based on what we put forward practical enlightenment.On the basis of the questionnaire investigation of the data acquisition method, we will explore the relationship among the enterprises official website use, enterprise society responsibility, the trust and reputation from the consumers perspective. Through the data from the 115 cases, we finally draw the conclusion as follows: ―customers’ use of a corporate website is positively associated with their perceptions of the company’s corporate social responsibility.‖ ―customers’ perception of corporate social responsibility is positively associated with their trust in the company.‖ and ―customers’ trust in a company is positively associated with their engagement in positive word of mouth communication.‖ were proved.The corporate should value the importance of the official website, and take the social responsibility to build a great image to publics, which will contribute to its development in the long term. O n the other side, the corporate ought to put the building of official website on the important position to play the image publicity function .Additional it could take advantage of the social media, such as weibo, in order to enhance its interactive and the reputation in the mind of the consumer .Key Words: C