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《Collected Essays on Finance and Economics》 2019-04
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Research on the Influence Mechanism of Corporate Social Responsibility Perception on Consumers’ Willingness to Use of Internet Financial Platform

LIU Fengjun;ZHANG Mengyang;Renmin Business School,Renmin University of China;  
Based on the theory of Corporate Social Responsibility and related industry research results, this paper discusses the connotation of Corporate Social Responsibility in the Internet financial industry and further explores its impact on consumers and its impact mechanism. Taking the internet financial platform as an empirical research object, we test the theoretical hypothesis through hierarchical regression. The results show that the CSR perception has a significant positive impact on consumers' willingness to use the financial platform, and the perceived risk, which is mediated by trust tendency, plays a mediating role in this impact. Furthermore, the structural equation model is used to analyze the impact of sub-dimensions of the CSR perception. The results show that charitable donation, consumers' rights, and the enterprise management responsibility perception have significant positive effects on consumers' willingness to use, while sponsorship and environmental protection responsibility perception have no significant impact on consumers' willingness to use.
【Fund】: 北京市社会科学基金项目(16GLB031)
【CateGory Index】: F832.2;F724.6;F270
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