สารนิพนธ์พ.ศ. 2023

Influencing mechanism of corporate social responsibility of clothing enterprises on Chengdu consumers' purchase intention

ผู้จัดทำ: Yang Yan
ระดับการศึกษา: ปริญญาโท
สาขาวิชา/กลุ่มสาขา: หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการจัดการ
อาจารย์ที่ปรึกษา: Watt Mong Kwan Jacky
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Abstract (English)

With the improvement of people's living standards and the economy's development, people showed more confidence about increasing their consumption power. Requirements for clothing became increasingly diverse due to better service and quality development. Corporate social responsibility commitment became essential to consumers' desire to buy in competitive markets. China had established itself as one of the top clothing-producing countries in the world. Under the current background, this paper conducted an empirical study on the influence of corporate social responsibility on the purchase intention of clothing consumers from the stakeholders' perspective, which showed crucial theoretical significance and reality. The purpose of this study was to explore the significant difference in purchase intention of clothing for Chengdu consumers among different demographic variable groups in gender, age, education, and disposal income under the influence of corporate social responsibility; to examine the influencing mechanism of the Chengdu consumers' perception of corporate social responsibility on clothing purchase intention; and to suggest feasible solutions for improving corporate social responsibility based on consumer responsibility, social welfare, economic responsibility, legal responsibility, ethical responsibility, and charitable responsibility for Chengdu consumers' clothing purchase intention. Four hundred and six completed questionnaires of Chengdu residents were collected through the online WeChat platform by random sampling between March and April 2023. The results showed that corporate social responsibility impact purchase intention. Other variables based on consumer responsibility, legal responsibility, environment responsibility, economic responsibility, social welfare, and charitable responsibility would also affect the acceptance of corporate social responsibility in clothing enterprises.