中文摘要：

基于归于理论,探讨消费者对企业社会责任行为归因对消费者响应的影响。通过对企业社会责任事件的实证调查,结果表明：企业社会责任行为的利他归因会正向影响消费者的企业态度和产品感知质量,而利己归因会负向影响企业态度和产品感知质量,并且企业社会责任行为归因经由企业态度、产品感知质量的中介,影响产品态度和购买意愿。研究结论有助于企业管理者正确开展企业社会责任活动,降低利己归因的负面影响。

英文摘要：

Based on attribution theory,this article examines how corporate social responsibility（CSR） affects consumers＇ attitudes to product and purchase intentions.The findings implicate that CSR＇s altruistic attributions positively influence consumers＇ attitudes to company and perceived quality,but self-interest attributions negatively influence them.Attitudes to company and perceived quality completely mediate the effects of CSR attribution on product attitudes and purchase intensions.Our results can help marketers develop CSR initiatives in right way and avoid consumers attributing CSR to company＇s self-interest,which do harm to companies.