The effect of perceived corporate social responsibility on purchase intention in mobile commerce: mediating roles of trusting beliefs and satisfaction

IF 4.2 Q2 BUSINESS
Gulrukhsor Urinbaeva, Dilfuzakhon Khasanova, Christopher John Clugston
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引用次数: 0

Abstract

Purpose

Corporate social responsibility (CSR) activities of companies have been reported to generate favorable consumer attitudes towards the business, which in turn, encourages positive consumer behavior. But the application of this conclusion in the mobile commerce domain remains limited. Drawing on social exchange theory, the authors examined the mediating role of trusting beliefs and satisfaction in the relationship between CSR and purchase intention in mobile commerce.

Design/methodology/approach

Using nonprobability convenience sampling, the authors administered a cross-sectional survey with 314 students from Keimyung University in Korea. Initially, SPSS-Amos was utilized to run confirmatory factor analysis. The proposed hypotheses were tested using structural equation modeling.

Findings

This study showed that two components of trusting beliefs, namely benevolence and competence, had a positive effect on the association between CSR and the purchase intention on mobile shopping applications. This relationship was partially mediated by trusting beliefs. Further findings demonstrated that the impact of CSR on purchase intention was also partially mediated by satisfaction.

Originality/value

The authors' contribution includes extending the social exchange theory to the mobile commerce setting by establishing mechanisms that explain the ways CSR influences purchase intention in the mobile commerce framework. The authors integrated trusting beliefs and satisfaction in the CRS chain link with purchase intention. Additionally, the authors examined the individual effects of three trusting beliefs components. Based on the results, the authors proposed suggestions for the mobile shopping application business on the methods they can implement to boost the outcomes of their CSR activities.

研究目的

:過去的研究結果、均顯示公司的企業社會責任行為會產生對公司良好的消費者態度,而這消費者態度,則進而促進積極的消費行為; 唯這結論的應用、在移動商務的領域內仍是有限的。我們利用社會交換理論、探討了信任的信念和滿意在移動商務裡的企業社會責任與購買意圖之間的關係上的中介角色。

研究設計/方法/理念

:透過使用非機率便利抽樣的研究法,我們對來自南韓啟明大學314名學生進行了一個橫向調查研究。最初,我們使用結構方程模型 (SPSS-AMOS) 來進行驗證性因素分析。又用結構方程模型 (SEM) 來為提出的假設進行測試。

研究結果

:研究結果顯示,信任的信念的兩個組成部分,即仁愛和能力,均於移動購物應用上對企業社會責任與購買意圖之間的關聯有積極正面的影響。這關聯部分上為信任的信念所調節。研究結果更表明了企業社會責任對購買意圖的影響、亦是部分上為滿意所調節的。

研究的原創性/價值

:本研究的貢獻、包括藉著建立一個可解釋企業社會責任、如何在移動商務的框架裡影響購買意圖的機制,去把社會交換理論擴展至移動商務的環境。我們在企業社會責任與購買意圖一連串的關聯裡、融入了信任的信念和滿意。而且,我們探討了三個信任的信念的組成部分各自所帶來的影響。我們根據研究的結果,為移動購物應用之商業機構,建議有效的方法,去增強其企業社會責任行為的效果。

移动商务中感知到的企业社会责任对购买意向的影响:信任信念和满意度的中介作用
目的据报道,企业的社会责任(CSR)活动会使消费者对企业产生好感,进而鼓励积极的消费行为。但这一结论在移动商务领域的应用仍然有限。作者借鉴社会交换理论,研究了信任信念和满意度在移动商务中企业社会责任与购买意向之间的中介作用。设计/方法/途径作者采用非概率便利抽样法,对韩国启明大学的 314 名学生进行了横断面调查。最初,作者使用 SPSS-Amos 进行了确认性因素分析。研究结果表明,信任信念的两个组成部分,即 "仁慈 "和 "能力",对企业社会责任与移动购物应用程序购买意向之间的关联有积极影响。这种关系部分是由信任信念中介的。进一步的研究结果表明,企业社会责任对购买意向的影响也部分受到满意度的中介作用。原创性/价值作者的贡献包括将社会交换理论扩展到移动商务环境中,建立了在移动商务框架中解释企业社会责任如何影响购买意向的机制。作者将企业社会责任链中的信任信念和满意度与购买意向结合起来。此外,作者还研究了三种信任信念的单独影响。根据研究结果,作者为移动购物应用企业提出了建议,即他们可以采用哪些方法来提高企业社会责任活动的效果。研究目的:過去的研究結果、均顯示公司的企業社會責任行為會產生對公司良好的消費者態度、而這消費者態度、則進而促進積極的消費行為; 唯這結論的應用、在移動商務的領域內仍是有限的。 我們利用社會交換理論、探討了信任的信念和滿意在移動商務裡的企業社會責任與購買意圖之間的關係上的中介角色。研究設計/方法/理念:透過使用非機率便利抽樣的研究法,我們對來自南韓啟明大學314名學生進行了一個橫向調查研究。最初,我們使用結構方程模型 (spss-amos) 來進行驗證性因素分析。又用結構方程模型 (sem) 來為提出的假設進行測試。研究結果:研究結果顯示,信任的信念的兩個組成部分,即仁愛和能力,均於移動購物應用上對企業社會責任與購買意圖之間的關聯有積極正面的影響。這關聯部分上為信任的信念所調節。研究結果更表明了企業社會責任對購買意圖的影響、亦是部分上為滿意所調節的。研究的原創性/價值:我們根據研究的結果,為移動購物應用之商業機構,建議有效的方法,去增強其企業社會責任行為的效果。
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来源期刊
CiteScore
6.90
自引率
0.00%
发文量
21
审稿时长
24 weeks
期刊介绍: European Journal of Management and Business Economics is interested in the publication and diffusion of articles of rigorous theoretical, methodological or empirical research associated with the areas of business economics, including strategy, finance, management, marketing, organisation, human resources, operations, and corporate governance, and tourism. The journal aims to attract original knowledge based on academic rigour and of relevance for academics, researchers, professionals, and/or public decision-makers.
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