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Ziqiu Li. The influence of apparel e-commerce companies corporate social responsibility on customer spurious loyalty : the mediating role of perceived risks. Master's Degree(Business Administration). Rangsit University. Rangsit University Library. : Rangsit University, 2022.
The influence of apparel e-commerce companies corporate social responsibility on customer spurious loyalty : the mediating role of perceived risks
服装电商企业社会责任对顾客忠诚的影响 以感知风险为中介
Name: Ziqiu Li
LCSH:
E-commerce
LCSH:
Corporate governance
Abstract:
Nowadays, the apparel industry e-commerce is developing rapidly; its corporate
social responsibility is an attractive and interesting topic because many researchers
found corporate social responsibility can affect consumer behavior. The researcher
found that in the apparel industry e-commerce, it is a challenge to ensure that customers
have real loyalty. The common point between spurious loyalty and real loyalty is that
they both include behavioral loyalty (habitual buying behavior), and the difference is
whether there is emotional loyalty. In this industry, the ability to generate consumer
loyalty is good for the development of apparel enterprises. The research aimed to find
the relationship between apparel e-commerce companies corporate social responsibility
and customer spurious loyalty and to understand the role of perceived risk as a mediating
variable.
The researcher distributed 800 questionnaires, collected 723 questionnaires and
obtained 652 valid questionnaires. After the analysis, the researcher found that some
variables of corporate social responsibility negatively affected the perceived risk;
corporate social responsibility positively affected customer spurious loyalty, while
perceived risk negatively affected customer spurious loyalty; perceived risk played a
partial mediating role between corporate social responsibility and spurious loyalty
Abstract:
企业社会责任影响顾客行为,如今服装电商行业迅速发展,其企业社会责 任是个需要深入研究且值得研究的话题。作者发现,在服装电商行业,要想让 顾客产生真正的忠诚非常困难,顾客伪忠诚与真正忠诚的共同点是都包含了行 为忠诚(即消费者的习惯性消费),区别在于是否有情感忠诚。在该行业能使 顾客产生行为忠诚已经足够对企业有利。本文的研究目的是研究服装电商企业 社会责任与顾客忠诚之间的关系,并了解感知风险这一中介变量的作用。
作者发放了800份问卷,收回723份,筛选出652份有效问卷,符合样本要求, 通过软件分析后,最终得到以下结论:服装电商企业社会责任的部分变量负向 影响感知风险;服装电商企业社会责任正向影响顾客伪忠诚;感知风险的部分 变量负向影响顾客忠诚;感知风险在服装电商企业社会责任和顾客忠诚之 间起到部分中介的作用
Rangsit University. Rangsit University Library
Address:
Pathum Thani
Email:
rattanapornn@rsu.ac.th
Name: Jiang Haiyue
Role:
Advisor
Created:
2022
Modified:
2567-03-08
Issued:
2024-03-08
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Rangsit University
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Ziqiu Li
| Title | Contributor | Type |
|---|---|---|
| The influence of apparel e-commerce companies corporate social responsibility on customer spurious loyalty : the mediating role of perceived risks
มหาวิทยาลัยรังสิต Ziqiu Li | Jiang Haiyue | วิทยานิพนธ์/Thesis |
Jiang Haiyue