Title: The Impact of Corporate Social Responsibility in E-retail Businesses on Consumer Purchase Intention
Author: Sun He
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 16th National and International Academic Conference 2023 “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 Oct. – 1 Nov. 2023, pp.410-422 Click PDF
Abstract
Based on the Stimulus-Organism-Response (SOR) model of consumer behavior, this paper explored the relationship between the corporate social responsibility of e-retail companies and consumer purchase intention. It formulate the following research objectives: 1) To verify that consumer rights protection by enterprises has a positive impact on consumer purchase intention; 2) To verify that environmental protection by enterprises has a positive impact on consumer purchase intention; 3) To verify that workers’ rights protection by enterprises has a positive impact on consumer purchase intention. 4) To verify that philanthropic engagement of enterprises has a positive impact on consumer purchase intention.
This paper adopted the quantitative research method, conducted a survey of 7,500 teachers and students from three vocational and technical colleges specializing in e-commerce in Shijiazhuang and Baoding cities, Hebei Province, China. A total of 389 questionnaires were distributed for this study. After removing questionnaires that were incorrectly filled or incomplete, 386 valid responses were obtained, resulting in a response rate of 99.2%. The data was then analyzed to validate the research hypotheses of the paper.
The study revealed that consumer rights protection, environmental protection, workers’ rights protection, and philanthropic engagement had a positive significant impact on consumer purchase intention. These findings highlighted the significance of corporate social responsibility (CSR) in influencing consumer behavior, especially in the e-retail sector. The study recommended that e-retail companies enhance their efforts in CSR areas to build trust and competitiveness. It also emphasized transparent communication and active consumer engagement to foster loyalty. Additionally, it called for government support through incentives, regulations, and education to improve CSR practices, aiming to create a more sustainable and responsible business environment.
Keywords: corporate social responsibility, consumer purchase intention, internet retailing, SOR Model.
The Impact of Corporate Social Responsibility in E-retail Businesses on Consumer Purchase Intention /
6517195407 Sun He 2566 (2023) The Impact of Corporate Social Responsibility in E-retail Businesses on Consumer Purchase Intention สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management