nsibility on consumer's purchase intention,and the rationality of product perceived quality and corporate rep-Р utation as intermediary variable. The conclusion demonstrates that the positive effects of the various dimensions of socialР responsibility of corporate on consumer's purchase intention are different,product perceived quality and corporate reputa-Р tion play intermediary role in the impact of social responsibility of corporate on consumer's purchase intention,it alsoР shows that it is reasonable that applying the theory of rational behaviors in the study of mechanism of social responsibilityР of corporate on consumer's purchase intention.Р Key words� social responsibility of corporate� product perceived quality� corporate reputation� consumer's purchase in-Р tentionР ( 责任编辑: 刘春雪)
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