E-Commerce Online Purchase Intention: Importance of Corporate Social Responsibility Issues

E-Commerce Online Purchase Intention: Importance of Corporate Social Responsibility Issues

Donald L. Amoroso (Auburn University at Montgomery, USA), Francisco L. Roman (Asian Institute of Management, Philippines) and Rosel Morco (Technological Institute of the Philippines, Philippines)
DOI: 10.4018/978-1-4666-9787-4.ch114
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Introduction

Mobile technologies have grown tremendously in the past ten years. Mobile technology use differs greatly between the United States and Japan but the drivers behind the phenomenal growth of mobile technologies, and specifically mobile phones, can be attributed to common themes. Those themes are affordability, accessibility, compatibility, effort or ease of use, experience, perceived playfulness, perceived usefulness, service quality, safety concerns, social influences and technical support. While each of these categories offers different motivations, they seem to show up in multiple studies examining the Internet and mobile technology research. It is interesting that mobile Internet in the United States has followed Japan and the Philippines at a considerable distance.

Corporate social responsibility (CSR) is becoming an important function of businesses. Consumers are more aware of various social and environmental issues. Various researches suggest that corporate social responsibility influences consumers either directly or indirectly (Singh, de los Salmones Sanchez, & Del Bosque, 2008; Balqiah, Setyowardhani, & Khairani, 2011; Huber, Meyer, Vogel, & Vollmann, 2011; Dean, 2003; Smith, Read, & López-Rodríguez, 2010; Bui, 2010; Tian, Wang, & Yang, 2011). Few articles discuss how corporate social responsibility affects the decision-making of the consumer (Wisdom, 2012).

This study attempts to study the perception of e-commerce in organizations practicing corporate social responsibility (CSR) with Filipino consumers. The following section begins with a review of relevant and related literature on key corporate social responsibility constructs. The research framework and the methodology adopted in this research will be presented. The quantitative results of the survey will also be presented, and finally we will discuss the key findings and managerial implications of the survey. Ultimately, we want to know if a consumer will still purchase online from a corporation that is not socially responsible; and what are the factors.

Key Terms in this Chapter

E-Commerce Online Shopping: The use of a computer or mobile device with the Internet to browse and/or purchase goods and services from merchants.

Awareness: Consumers are aware of corporate social responsibility activities in real consumer consumption, but awareness is influenced by political, cultural, and economic development.

Corporate Social Responsibility: The continuing commitment by business to contribute to economic development while improving the quality of life of the workforce and their families as well as of the community and society at large.

Trust: Consumer trust is defined as consumer expectation that the company, as a sponsor of corporate social responsibility programs, is willing to keep its promise and fulfill its obligations with honesty, goodwill, and non-opportunistic motives.

Loyalty: Loyalty is defined as a desire on the part of the customer to continue conducting business with a given company over time.

Purchase Intention: Purchase intention is defined as a measure of the strength of one’s intention to perform a specific behavior or make the decision to buy a product or service.

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