دانلود رایگان مقاله انگلیسی انجمن شرکتی به عنوان سوابق رفتار مصرف کننده: پویایی اعتماد در صنایع - الزویر 2018

ABSTRACT

This study aimed to clarify the effects of consumers’ corporate association (commercial expertise association and social responsibility association) on consumer citizenship behavior. In addition, the study examines the moderating effects of consumer trust and industry type on consumers’ perceptions of corporate association. The sample consisted of 633 consumers in South Korea. The results showed that the consumers’ perceptions of corporate association had a significant and positive effect on consumer citizenship behavior. In particular, commercial expertise association had a greater effect than social responsibility association. In addition, the moderating effects of consumer trust and industry type in the causal relationship between corporate association and consumer citizenship behavior were verified. The results revealed no moderating effect on the path between social responsibility association and consumer citizenship behavior. However, according to consumer trust and industry type, a significant moderating effect was found on the relationship between commercial expertise association and consumer citizenship behavior.

5. Discussions

The present study examined consumers’ perceptions of corporate association and consumer citizenship behavior in two industry sectors (foodservice companies and general companies). The study also examined the moderating effects of consumer trust and industry types on consumers’ perceptions of corporate association. Consumers’ perceptions of commercial expertise association and social responsibility association among corporate association had a significant and positive effect on consumer citizenship behavior. These previous results (Kamal, 2014; Rahim et al., 2011; Sen and Bhattacharya, 2001) were supported in the present study. In particular, commercial expertise association was determined to be the most important variable of corporate association affecting consumer citizenship behavior. Most previous studies (Berens et al., 2005; Brown and Dacin, 1997; Kim, 2014; Lee, 2011; Zasuwa, 2011) emphasized that commercial expertise association related to companies’ competence in manufacturing products was the most powerful diagnostic tool used for the evaluation of such companies. As Sen and Bhattacharya (2001) argued, consumers believe that social responsibility activities weaken the corporate intrinsic capacity, and corporate social responsibility activities cannot precede commercial expertise association. Thus, rather commercial expertise association than social responsibility association may have relatively wide effects on consumer behaviors. In addition, the findings showed that consumer trust and industry types had a moderating effect on the causal relationship between corporate association and consumer citizenship behavior. In particular, when consumers’ trust in the relevant company was low, consumers were likely to make decisions depending on the association with the companies’ capabilities. Furthermore, regarding industry type, the influence of commercial expertise association on consumer citizenship behavior was relatively high in the case of foodservice companies compared to companies in other industries. The category of companies, namely food stores and restaurants, was directly related to consumers' health and well-being. Therefore, consumers’ perceptions of the commercial expertise association the relevant company were important.