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A Research of the Influence on the Consumer Behavior From CSR Information Embedded in the Process of Online Purchasing
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Author(s): Li Yu (Qilu University of Technology, China & Shandong University, China), Sang-Bing (Jason) Tsai (University of Electronic Science and Technology of China (Zhongshan Institute), China & Civil Aviation University of China, China), Dakai Li (Shandong University of Finance and Economics, China), Limei Teng (Beijing Normal University, China)and Guodong Li (Civil Aviation University of China, China)
Copyright: 2019
Pages: 18
Source title:
Corporate Social Responsibility: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-6192-7.ch081
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Abstract
As the online purchasing is becoming prevalent, more and more corporates started to show their CSR information in the processes of online retail. For example: some CSR information could be showed in the “COMMODITY DETAILS”. Could this kind of information affect consumer behavior? By recognizing three types of embedded CSRC information, according to the consumer behavior experiments, this paper will show CSR's influences on the consumer behavior such as evaluation of the company, purchasing intention, and purchasing intention. By the comparison of the results after three types' CSR communication, we found that CSR information could significantly affect consumer behavior and the consumer response will differ from different types of CSR information embedded.
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