دانلود رایگان مقاله انگلیسی مسئولیت اجتماعی شرکتی: مزیت یا ضرر برای شرکت های نوآور؟ - تیلور و فرانسیس 2017

ABSTRACT

In today’s dynamic business landscape, Corporate Social Responsibility (CSR) is considered as an important strategic initiative for attaining sustainable competitive advantage. The present study aims to examine (i) the influence of consumer’s perceived firm innovativeness (CPFI) and consumer trust on perceived CSR activities of the firm and (ii) the mediating role of perceived CSR in the relationship between (iia) consumer’s perceived firm innovativeness and purchase intention (iib) consumer trust and purchase intention. Four hypotheses were tested with the primary data (n = 287) collected through a structured questionnaire. The regression analysis revealed that CPFI and consumer trust have direct positive impacts on the perceived CSR. Further, perceived CSR mediates the relationship between CPFI and purchase intention. However, perceived CSR does not play a mediating role between Consumer Trust and Purchase Intention. Overall, the findings of this study indicate that engagement in the CSR activities tend to reduce the perceived risk associated with innovation and consequently, influence the purchase intention among consumers. Theoretical and managerial implications are further discussed.

Limitations and future scope

This study has several limitations. The study has focused on two constructs namely consumers’ perceived firm innovativeness’ (CPFI) and consumer trust and investigated their impacts on perceived CSR. However, these constructs are treated independently while investigating their impacts. There is a possibility that the impact of interaction between two constructs on perceived CSR is different. Future research can focus on this aspect by using 2 (High CPFI vs. Low CPFI) * 2 (High trust vs. Low trust) experimental design to study the interactive effects of these constructs. Further, certain demographic variables can also have significant impact on these relationships. We invite future research investigating how these linkages established in the present study vary with respects to demographic variables such as age and gender.

As mentioned in the previous sections, we did not get the direct impact of consumer trust on purchase intention in the context of firm. As the other constructs such as perceived value, customer satisfaction are not included in our study, we call future research to investigate the relationship between consumer trust and purchase intention in the context of firm by incorporating all the constructs which are beyond the scope of this study. This investigation may lead to appropriate reasoning of rejection of our hypothesis H4 which states that perceived CSR mediates the positive relationship between consumer trust and PI.