The Effects of Corporate Social Responsibility on Consumer’s Purchase Intention: The Role of Brand Credibility and Product Involvement

• Main Authors: HSU, MU-DUNG, 許慕東
• Other Authors: LIN, SHAO-LUNG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/44ru9c

碩士 === 中國文化大學 === 國際貿易學系 === 106 === The main purpose of this study is to explore how corporate social responsibility (CSR) affects consumers' willingness to buy, including: The influence of corporate social responsibility on Brand credibility and purchase intention, the influence of Brand credibility on purchase intention, the intermediary effect of Brand credibility on corporate social and purchase intention, and the effect of product Involvement on the relationship between corporate social responsibility and Brand credibility. This study was conducted in two stages: test and formal questionnaire. Taking the three brands of the selected real estate as the target, a total of 306 questionnaires were distributed to the workers in Taiwan. The results show that:(1)Corporate social responsibility(CSR) positively affects consumer willingness to buy;(2)Brand credibility positively affects consumers' willingness to buy;(3)Corporate social responsibility(CSR)positively affects consumer Brand credibility;(4)Corporate social responsibility(CSR)has a positive impact on consumer willingness to purchase through the intermediary role of Brand credibility;(5)Relative to low product involvement. Consumers with high product involvement have a weak relationship between corporate social responsibility (CSR) and brand credibility. This study discusses the significance of theory and management practice, along with future research directions.