This study examined the effects of corporate social responsibilities on company-consumer identification, trust, and purchase intention.
Based on literature reviews, our hypotheses are as follow. First, corporate social responsibilities activites is positively related to company-consumer identification(H1). Second, company-consumer identification is positively related to trust(H2). Third, company-consumer identification is positively related to purchase intention(H3). Forth, trust is positively related to purchase intention(H4).
Questionnaires were distributed to 300 members of corporations. Among questionnaires returned, 233 questionnaires were used for empirical study. Linear structural equation analyses was used to test the hypotheses and the model. The overall adequacy of fit was found to be acceptable.
Several important findings emerged from this research. First, corporate social responsibilities activites was related with company-consumer identification. Second, company-consumer identification had positive influences on trust and purchase intention. Third, trust was related with purchase intention.
This study provides guidelines to help managers better understanding how to increase company-consumer identification, consumer’s trust, and purchase intention, and make better decisions about outcomes, procedures, and interactions for their consumers.