The Effect of Corporate Social Responsibility on Trust and Purchase Intention
Date Issued
2012
Date
2012
Author(s)
Chiu, Yun-Ju
Abstract
With the popularity of the Internet, surfing the Internet has become part of people’s lives, which also facilitated the vigorous development of e-commerce. Uncertainty of online shopping makes trust particularly important in e-commerce environment, and numerous studies have confirmed that consumer’s trust toward an online retailer will positively influence their online purchase intention. The importance of trust has been generally recognized. Scholars have found several determinants of trust these years, and some of the determinants’ definitions obviously overlap the concept of corporate social responsibility (CSR). However, few of empirical studies treat corporate social responsibility as trust’s determinant. On the other hand, corporate social responsibility initiate has gradually developed as a management tool in recent years. While the advantages of corporate social responsibility initiate have accumulated a wealth of literatures, it has yet to be taken seriously in e-commerce environment.
Therefore, a theoretical framework is raised, which argues that consumers’ perceived corporate social responsibility will positively influence their trust on certain online retailer, and further affect their purchase intention.
Through the empirical study, trust is confirmed to have a significant mediation effect among consumer’s perceived corporate social responsibility and their purchase intention toward an e-commerce company. Showing that corporate social responsibility initiate should be taken into consideration when formulating strategies in e-commerce enterprises. In addition, within the dimensions of corporate social responsibility, consumer dimension causes most significant effect on trust, followed by the environment dimension, and the final is employee dimension. Noted that each of the dimension has significant impact on trust when the others’ effect are under control, indicating that corporate should not neglect any of them. Furthermore, the results show that current e-commerce enterprises have an ordinary social responsibility performance in consumers’ perspective, even slightly biased towards the negative side in environment-related issues. Most trust issues, by contrast, gets good evaluation, especially on the enterprise competence-related issues.
Subjects
Corporate Social Responsibility
Trust
Purchase Intention
Electronic Commerce
Online Shopping
SDGs
Type
thesis
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