The Relationship Between Corporate Social Responsibility and Consumers’ Purchase Intention with the Intermediary Variable of Altruistic Attribution

With the rapid development of the current market economy of China, corporate social responsibility had gradually begun to be taken into one of the factors that determine their purchase intention for the consumers when they purchased the products. At present, most of the researchers were about exploring the impact of corporate social responsibility on the final behaviour of the consumers, but the internal mechanism of corporate social responsibility that affected the behaviour of consumers was relatively rare. Based on the attribution theory, the mediation model with moderation to study its internal mechanism had been constructed in this research, also the methods of questionnaire survey were used to the empirical test for the conceptual model in this research. The results of the study showed that the corporate social responsibility had a direct positive impact on the purchase intention of the consumers, also it had an indirect positive impact on the purchase intention of consumers that through the altruistic attribution; The perceived effectiveness of consumer would positively regulate the influence of the corporate social responsibility on altruistic attribution; while the corporate social responsibility-corporate ability beliefs would negatively affect the relationship between altruistic attribution and purchase intention of consumers. Finally, the suggestions had been put forward for the results obtained by the survey in this research, which could be taken as reference for the academic community and the industry.