Effect of Customers' Uncertainty Avoidance on Purchase Intention Under the Context of Corporate Social Responsibility

A conceptual model of effects of uncertainty avoidance on purchase intention influence under the context of CSR was constructed, and the structural equation model and method of hierarchy regression were used to test the concept model, the modulatory effect of enterprise ability and perceived quality in the relationship of CSR and purchase intention was explored. Furthermore, the modulatory effect of customers' uncertainty avoidance in interaction between CSR and enterprise ability or between CSR and perceived quality was analyzed. The results show that enterprise ability and perceived quality have negative effect in CSR and purchase intention. For recommend purchase intention, uncertainty avoidance has modulatory effect on CSR and enterprise ability. For premium purchase intention, modulatory effect of uncertainty avoidance does not pass the significant test in interaction between CSR and enterprise ability or between CSR and perceived quality.