Media Perception of Customers in Corporate Social Responsibility of Department Store in Buffalo Racing Festival Project Chonburi Province
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Abstract
This study had 3 objectives; 1). To study the degree of media perception on corporate social responsibility of department store 2).To study the relationship between media perception on corporate social responsibility and customer satisfaction 3). To study the mediating role of customer satisfaction between media perception on corporate social responsibility and behavioral intention. This study collected the data from 200 participants at a buffalo racing festival in Chonburi province. Purposive sampling was employed. Exploratory and confirmatory factor analysis were tested. Structural equation modeling was employed to test the hypotheses.
It was found that most of respondents were female and 31–40 years old. They hold a Bachelor degree and earn 20,001-30,000 baht per month. The degree of media perception on corporate social responsibility of cultural project in Thailand and customer satisfaction was at a high level. In addition, the degree of behavioral intention was at a very high level. Moreover, it was found that media perception on corporate social responsibility have a positive relationship with customer satisfaction. In addition, Point of event media has an indirect effect with behavioral intention through customer satisfaction.
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References
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