中文摘要：

实证研究表明：虽然消费者对公益型、业务型和综合型企业的企业社会责任（CSR）表现评价及其产品的购买意向均高于中性水平,但呈现由低到高的变化。消费者对公益型和业务型企业的社会责任表现评价因参照对象不同而存在显著差异,但对综合型企业的社会责任表现评价不因参照对象不同而不同。对业务型和综合型CSR企业的产品购买意向因参照对象不同而存在显著差异,但对公益型CSR企业的产品购买意向不因参照对象不同而不同。

英文摘要：

The empirical study indicates a progressive change from low to high as to consumers＇ evaluations and purchase intentions on charity-based CSR,business-based CSR and comprehensive CSR,though all of them are higher than the neutral level.Consumers＇ evaluations on the companies with charity-based CSR or business-based CSR change significantly as the reference groups change,while consumers＇ evaluations on those companies with comprehensive CSR do not differ.Consumers＇ purchase intentions for products of companies with business-based CSR or comprehensive CSR change significantly as the reference groups change,while consumers＇ purchase intentions for the products of companies with charity-based CSR do not differ.