The study on the influence of corporate social responsibility perception on consumer purchase intention in the E-commerce industry

Shuyu Chen

Please use this identifier to cite or link to this item: https://rsuir-library.rsu.ac.th/handle/123456789/1324

Title:	The study on the influence of corporate social responsibility perception on consumer purchase intention in the E-commerce industry
Other Titles:	电商行业企业社会责任对消费者购买意愿的影响研究
Authors:	Shuyu Chen
metadata.dc.contributor.advisor:	Jiang Hai Yue
Keywords:	Electronic commerce -- Case studies;Social responsibility of business;Purchase intention
Issue Date:	2021
Abstract:	随着大数据信息时代的发展，中国电商企业作为新兴的一个行业发展速度迅猛，但同时也出现了许多社会责任缺失的现象，而现今消费者在进行购买决策时，已经不限于参考产品服务质量安全的保证，还关注到了企业和产品的更多信息，比如品牌背景、企业形象及企业的社会责任情况等，电商行业的社会责任建设有待完善提高。消费者对电商企业的企业认同感也会对消费者的购买意愿产生影响。本文立足于电商行业研究企业社会责任对消费者购买意愿的影响，一方面将特定的电商行业企业社会责任作为研究对象，了解该行业的消费者对企业社会责任感的态度及与购买意愿的关系；在电商行业企业社会责任的维度方面也结合了电商行业的特性选取更贴合的维度方向，即维护消费者经济利益的责任、保障员工权益的责任、维护交易信息及环境安全的责任及承担公益慈善的责任；此外本文还引入了消费者企业认同为中介变量来研究此问题。本文研究结果发现：电商行业企业社会责任及维护消费者经济利益、保障员工权益、维护交易信息及环境安全和承担公益慈善四个维度均对消费者购买意愿有积极的影响作用，对消费者企业认同也有正向影响作用。而消费者企业认同在电商企业社会责任与消费者购买意愿的模型中起到了中介作用
metadata.dc.description.other-abstract:	With the development of big data information age, Chinese e-commerce enterprises have developed rapidly as a new industry􀀑However, at the same time, there are many phenomena of lack of social responsibility􀀑 The construction of social responsibility in e-commerce industry needs to be improved􀀑 Consumers' corporate identity to e-commerce enterprises will also have an impact on consumer purchase intention􀀑 On the one hand, we take the specific corporate social responsibility as the research object to understand the consumer's attitude towards corporate social responsibility and the relationship with purchase intention􀀑 In the dimension of corporate social responsibility, we also combine the characteristics of e-commerce industry to select a more appropriate dimension direction, that is, the responsibility to protect consumers' economic interests, the responsibility to protect employees' rights and interests, the responsibility to maintain transaction information and environmental security, and the responsibility to undertake public welfare charity􀀑 In addition, this paper introduces consumer enterprise identity as an intermediary variable to study this problem􀀑The results of this study revealed that the four dimensions of corporate social responsibility, protecting consumers' economic interests, protecting employees' rights and interests, maintaining transaction information and environmental security, and undertaking public welfare charity have positive effects on customer purchase intention and also on consumer enterprise identity􀀑 Consumer enterprise identity plays an intermediary role in the model of social responsibility and consumer purchase intention of e-commerce enterprises
Description:	Thesis (MBA (Business Administration)) -- Rangsit University, 2021
metadata.dc.description.degree-name:	Master of Business Administration
metadata.dc.description.degree-level:	Master's Degree
metadata.dc.contributor.degree-discipline:	Business Administration
URI:	https://rsuir-library.rsu.ac.th/handle/123456789/1324
metadata.dc.type:	Thesis
Appears in Collections:	InCC-BA-M-Thesis

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