A STUDY OF THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER PURCHASE INTENTION: THE MODERATING EFFECT OF INVOLVEMENT
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Abstract
With the improvement of education level, the awakening of consumers' consumption awareness, and the transparency of information flow, the importance of corporate social responsibility and the degree of attention by the public and enterprises are increasing day by day, and the research of corporate social responsibility on consumers' purchase intention is also increasing increasingly important. Based on expectation theory and rationality theory, this study constructs a model that CSR affects consumers' purchase intention, in order to explore how consumers' perceptions of corporate social responsibility behaviors and how such perceptions affect their purchase intentions for corporate products. A total of 426 valid questionnaires were collected, and the hypothesis was tested by exploratory factor analysis for reliability analysis, correlation analysis and regression analysis. The results showed that corporate social responsibility and the degree of involvement positively affected consumers' purchase intention. The degree of involvement positively moderated the relationship between corporate social responsibility and purchase intention.
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