The effect of consumers’ awareness of e-commerce firms’ Corporate Social Responsibilities(CSR) activities on consumers' purchase intentions
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초록
본 연구는 합리적 행동이론을 바탕으로 중국 전자상거래 CSR 활동에 대한 소비자의 인식과 기업-소비자 동일시, 기업의 신뢰가 구매의도에 영향을 미치는지 실증적으로 조사하는 것을 목적으로 한다. 본 연구에서 가설을 검증하기 위해 설문조사하였으며 최종 분석에는 총 240부 유휴설문지를 사용하여 통계분석을 실시하였다. 분석결과를 보면 전자상거래 CSR의 네 가지 차원에서 자선적 책임을 제외하고, 경제적 책임, 윤리적 책임, 법적 책임 순으로 구매의향에 긍정적인 영향을미쳤다. 또한 기업 신뢰와 기업-소비자 동일시가 소비자의 CSR 인식과 구매의향의 관계를 매개하는 것으로 나타났다. 본 연구의 결과는 소비자의 CSR 인식이 경영성과에 미치는 영향에 대한 현재의 이해를 높이는 데 유용한 이론적 시사점과 실무적 시사점을 제공할 것으로 기대된다.
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.
참고문헌 (16)
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