• Title/Summary/Keyword: Intention to Use Luxury Online Shopping Malls

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A Study on the Effects of CSR and Celebrity Model of Luxury Online Shopping Malls in China: Focusing on Elaboration Likelihood Model (중국 명품 온라인쇼핑몰의 유명인 모델과 CSR의 영향에 관한 연구: 정교화가능성모델(ELM)을 중심으로)

  • Fu, Xuechen;Bang, Jounghae;Kim, Min Sun
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.22 no.1
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    • pp.627-632
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    • 2021
  • Luxury products are sold in various online shopping malls in China. Companies utilize celebrities as their advertising models or disclose their CSR information to lower perceived risk. This study scrutinized the effects of CSR information and celebrity models on the relationship between perceived risk and the intention to use online shopping malls. According to the elaboration likelihood model, when consumers perceive high risk, they use the central route to process information and form attitudes. Celebrity models and CSR information as secondary clues may not have a significant effect. To test the hypotheses, a 2 (risk H/L)×2 (CSR)×2 (model) factorial design was employed. Study results found in a low perceived risk situation, CSR information or a celebrity model endorsing their products significantly increased the intention to use the shopping mall (model w/ 3.407 vs. w/o 2.88; CSR w/ 3.29 vs. w/o 2.779). However, in a perceived high-risk situation, their effects were not significant. Therefore, it is noteworthy that celebrity models and CSR information are effective in increasing the intention to use online shopping malls only when consumers use peripheral routes in a perceived low-risk situation.