The Moderator Effect of Face Concerns on the Relationship between Corporate Social Responsibility and Consumer Purchase Intention

• Main Authors: Hsiao Hui Chen, 陳筱惠
• Other Authors: M. H. Kao
• Format: Others
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/87508655069756548805

碩士 === 長庚大學 === 商管專業學院 === 103 === For the past few years, Corporate Social Responsibility (CSR) becomes more and more important. Nevertheless, the influence of CSR on purchase intention is not as strong as we expect. Relevant research indicated that consumer purchase intention was also affected by personal factors. Especially when buying those products that will be observed by other people during usage, consumers’ concerns about opinions may influence the effects of CSR on purchase intention. The question that purchase intention will be influenced by CSR among what kind of consumers is overlooked. Accordingly, the purpose of this study is to investigate the different effects of CSR on purchase intention between consumers who are concerned with face and those who are not. In terms of a quantitative questionnaire, online surveys, personal interviews, and questionnaires left for the respondents to complete were conducted with 168 consumers of brand S who have ever purchased products within the past 3 years. After the tests of scale reliability, validity and correlation analysis, hypotheses were tested by multiple regression analysis. The results of this study show that corporate social responsibility has positive influence on consumer purchase intention. This study not only identified the relationship between CSR and consumer purchase intention but also proved that face concern can moderate the effect of CSR on purchase intention of apparel.