The Influence of Super-Centers' Social Responsibility Activities and Authenticity On Consumer Attitude and Purchase Intention

• 발행기관: 한국유통과학회
• 저자명: Hee-Young Cho Yoon-Hwang Ju
• 간행물 정보: 『유통과학연구(JDS)』제13권 제2호, 35~44쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.02.09

영문 초록

Purpose – In this study, corporate social responsibility activities as perceived by customers visiting super-centers and the influence of the authenticity of such social responsibility activities on trust have been examined while attempting to verify how trust would influence consumers' attitude and purchase intention. Research design, data, and methodology – For data collection, a questionnaire survey has been conducted on 200 consumers who would visit super-centers, and 161 effective samples have been used for the final analysis. Methodologies such as Cronbach’s α, factor analysis, correlation analysis, and structural equation modeling were used. Results – Among corporate social responsibility activities, legal responsibility in particular has turned out to influence consumers rather greatly. Thus, law observance has turned out to be a necessity rather than merely an economic or ethical responsibility; as for trust, trust in the product has turned out to exert more influence on consumers than trust in the enterprise. Conclusions – Corporate social responsibility activities can mean that the complete fulfillment of natural and proper corporate responsibility will secure consumer trust, thus influencing consumer attitude and purchase intention positively

목차

1. Introduction

2. Theoretical Background

3. Establishment of Hypotheses and Study Models

4. Empirical Analysis

5. Discussion and Limitations

References

키워드

CSR CSR Authenticity Trust Consumer Attitude Purchase Intentions.