Research on the Impact of Korean Corporate Philanthropy on Consumer Purchasing Behavior in the Context of Digital Economy
Research on the Impact of Korean Corporate Philanthropy on Consumer Purchasing Behavior in the Context of Digital Economy
YI Shan, Gao GE
초록
Purpose: In recent years, the digital economy has developed rapidly, and enterprises have increasingly focused on consumer perception. Some enterprises have organically combined public welfare marketing and corporate social responsibility (CSR)from the perspective of consumer perception, which has become an important influencing factor, establishing the image of the enterprise and expanding its reputation. Research design, data and methodology: This paper mainly studies the impact of an enterprise's public welfare activities on consumers' purchase intention in Korea. Use SPSS 24 and Smart PLS 4 to conduct statistical analysis on the obtained data. Results: The results show that public welfare marketing significantly enhances three dimensions of consumer perception, and these perceptions in turn have a strong positive effect on brand trust. However, brand trust itself does not exert a significant positive effect on purchase intention. Instead, consumer perceptions of corporate image and corporate favorability significantly increase purchase intention, while perceptions of corporate social responsibility (CSR)alone do not. Conclusion: These findings suggest that Korean enterprises seeking to enhance consumer loyalty and purchase behavior should focus on cultivating trust, improving brand identity, and strengthening overall image rather than relying solely on corporate social responsibility (CSR)initiatives. A good corporate image can effectively enhance consumers' purchasing intention.