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http://dx.doi.org/10.9708/jksci.2022.27.05.225

The effect of consumers' awareness of e-commerce firms' Corporate Social Responsibilities(CSR) activities on consumers' purchase intentions  

Dong, Cui (Dept. of Global Business, Graduate School, Kyonggi University)
Yoon, Sung-joon (Dept. of Business Administration, Graduate School, Kyonggi University)
Publication Information
Journal of the Korea Society of Computer and Information / v.27, no.5, 2022 , pp. 225-232 More about this Journal
Abstract
This study aims to empirically examine whether consumers' perceptions of Chinese e-commerce firms's CSR activities, along with psychological construct of company-consumer identification, and corporate trust affect their purchase intention based on theory of reasoned action. The study used a survey method for data collection to confirm research hypotheses with a total of 240 respondents used for final analysis. The results showed that economic responsibility, ethical responsibility, and legal responsibility have a positive effect on consumers' purchase intention. In addition, corporate trust and company-consumer identification were found to mediate the relationship between consumers' CSR perceptions and purchase intention. The result of this study is expected to provide useful theoretical as well as practical implications to advance the current understanding on the effects of consumers' CSR perception on business performance.
Keywords
CSR perception; corporate trust; company-consumer identification; purchase intention;
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