earticle

영어

In recent years, the world’s major developed countries have attached great importance to the digital economy, and have taken economic digitalization promotion as an important driving force for innovative development. Internet enterprises are important participants in the era of digital economy and also the main driving force for the country to realize the innovation-driven strategy. Not only do Internet enterprises make a huge impact on economic development, but also deeply change People’s Daily life. Chinese Internet enterprises carry the enormous expectations of China's huge Internet users and various sectors of society. Besides, they also undertake more social responsibilities from environmental, economic, legal and charitable aspects. In this study, 467 Chinese Internet users were investigated by empirical analysis method to explore the influence mechanism of Internet companies’ CSR on consumers’ purchase intention. SPSS26.0 and AMOS24.0 were used for structural equation analysis. The findings suggest that environmental and charitable responsibilities have a favorable impact on business reputation. However, user accountability, economic responsibility, and legal responsibility do not improve firm reputation. User, environmental, and economic responsibility all have a significant impact on the purchase intention, and it is confirmed that in the above impact path, corporate reputation is a key intermediary factor, and its effect is fully supported. This study further distinguishes corporate responsibility elements. Based on user expectations, it defines the influence of CSR on purchase intention. It also provides suggestions for developing an effective and unique evaluation system for Chinese Internet corporate social responsibility. It paves a new path for Internet enterprises to meet consumer and social expectations, as well as a useful reference for guiding Internet enterprises through comprehensive organizational and management reforms to improve corporate performance and the quality and efficiency of the Internet economy.