中文摘要：

对现代企业而言,履行社会责任是企业实现可持续发展目标的重要手段,企业如何通过履行社会责任获得消费者支持是一项极具研究价值的课题。文章基于企业社会责任视角,采用分层回归方法对消费者质量感知、信任与消费者支持之间的关系进行深入研究。研究结果表明,消费者信任对消费者支持的正向影响作用非常显著,企业社会责任联想对消费者信任和消费者支持的关系具有显著调节作用,企业社会责任的利己感知动机在消费者信任与消费者支持的关系上具有负向调节作用。因此,企业为更好地通过履行社会责任,赢得消费者支持,实现社会与企业的双赢,必须做到以下两点：一是赢得消费者信任,这是企业获得消费者支持的前提;二是积极且不求回报地履行社会责任,这是企业获得消费者支持的关键。

英文摘要：

Corporation Social Responsibility has been a key factor to corporate sustainable development in recent years;it is also concerned by government,enterprise and academics. In this study,based on the Corporate Social Responsibility（CSR）,the influence of consumer quality perception and consumer trust on consumer support is analyzed using hierarchical regression model.The results suggest that the consumer trust has significant positive affect on consumer support;CSR association has negative effect on the relation between consumer trust and consumer support;the self- interest perceived motivation of CSR also has negative effect on the relation between consumer trust and consumer support. So,to better win the support of consumers by shouldering CSR and obtain a win- win situation,the enterprises must,first,win the trust of consumers,which is the precondition for the enterprises to win the support of consumers;and second,positively shoulder CSR without hankering for any fruit,which is the key for the enterprises to win the support of consumers.