The impact of perceived corporate social responsibility on participating in philanthropic road-running events: a moderated mediation model

PurposeThis research aims to develop a moderated mediation model to examine the relationships among participants' motivation, organizational identification and participation loyalty with perceived business practice corporate social responsibility (CSR) in philanthropic road-running events.Design/methodology/approachThe data come from a questionnaire survey that was administered to a sample of 236 participants as runners at philanthropic road-running events. All hypotheses are tested using Statistical Product and Service Solutions (SPSS) and structural equation modeling (SEM)–Analysis of Moment Structures (AMOS) with a bootstrapping technique.FindingsThe results reveal that perceived business practice CSR moderates the relationship between extrinsic motivation and organizational identification and then influences the mediating effect of organizational identification on the relationship between extrinsic motivation and participation loyalty. This highlights the important role of perceived business practice CSR to participants' attitude and behavior when supporting philanthropic road-running events.Originality/valueThis research scrutinizes the role of perceived business practice CSR on philanthropic road-running events through an empirical study and resultant evidence. One recommendation is that when a firm intends to host a philanthropic road-running event, the firm must implement the reality of sound CSR in the firm's business practice.