ABSTRACT
In the current business environment, an increasing number of companies are integrating social responsibility into their operations to win over consumer favor. Nonetheless, there remains a substantial gap in research when it comes to understanding this evolving dynamic of consumer support. Hence, this research focuses on this specific pattern of consumer behavior and investigates it within the framework of consumer support motivated by a company's commitment to public welfare and charitable endeavors. This study utilizes both social identity theory and attribution theory, integrating emotional trust as an intermediary variable to construct a research model between corporate social responsibility and pro-social consumption behavior, aiming to deeply explore the impact of corporate public welfare and charity responsibility on consumption behavior. Using the SPSS and AMOS statistical analysis software for empirical research and analysis, this study proposes the following conclusions: 1) Charity and public welfare responsibility have a positive impact on consumer behavior; 2) Charity and public welfare responsibility have a positive impact on emotional trust; 3) Emotional trust has a positive impact on consumer behavior; 4) Emotional trust plays a mediating role in the positive impact of charity responsibility on consumer behavior.
- Tan, Mona. (2023). Research on the Impact of Corporate Charitable Giving on Surplus Persistence. Shanxi University of Finance and Economics (Master's Thesis), China.Google Scholar
- Wang, Hongjing. (2022). Analysis of college students' online consumption behavior and its influencing factors. Journal of Economic Research, 22(29).51-53.Google Scholar
- Zhou, Jing. (2023). An analysis of Lululemon's emotional branding strategy in the era of emotional consumption. Media Forum, 6(07). 57-60.Google Scholar
- Zhang, Li-Ting. (2022). Research on the Influence Mechanism of Corporate Charitable Giving on Financial Performance (Master's thesis). Shanghai University of Finance and Economics, China.Google Scholar
- Shi, Wei-han. (2023). Analysis of Factors Influencing Consumers' Online Consumption Psychology and Behavior. National Circulation Economy, 23(11). 25-28.Google Scholar
- Zhou, Zhuoling. (2022). The effects of knowledge transformation and emotional transformation of virtual agents on trust and purchase intention (Master's thesis). East China Normal University, China.Google Scholar
Index Terms
- A Study of Influence of Corporate Public Welfare and Charity Responsibility on Consumer Behavior: An Analysis of the Mediating Effect Based on Emotional Trust
Recommendations
Influence of Behavioral Intentions, Affective Trust and Affective Commitment on Knowledge Sharing Behavior
This article describes how with the growing importance of knowledge in today's competitive environment, it becomes vital for organizations to unfold all the strategies for implementation of a successful knowledge management system. The purpose of this ...
A study of the effect of consumer trust on consumer expectations and satisfaction: the Korean experience
ICEC '03: Proceedings of the 5th international conference on Electronic commerceThis study proposes a framework regarding the relationship between consumer trust, satisfaction, and expectation in the context of electronic commerce. In particular, the framework draws together two theories: expectation-confirmation theory and social ...
An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation
This study proposes a framework regarding the relationship between consumer trust, satisfaction, expectation, and post-expectation in the context of electronic commerce. In particular, the framework draws together from three theories: social exchange ...
Comments