CSR initiatives boost mobile commerce purchase intention via trust and satisfaction
Category: User-Centred Design · Effect: Moderate effect · Year: 2023
Consumers are more likely to purchase from mobile commerce platforms when they perceive the company engages in Corporate Social Responsibility (CSR) activities, mediated by their trust in the company and their satisfaction with the experience.
Design Takeaway
Integrate and clearly communicate CSR efforts into the mobile commerce user experience to foster trust and satisfaction, thereby increasing purchase intention.
Why It Matters
This research highlights that ethical and socially responsible practices are not just about brand image but directly influence consumer purchasing decisions in the digital space. Designers and product managers should consider integrating and communicating CSR efforts as a core part of the user experience strategy for mobile applications.
Key Finding
Companies that demonstrate Corporate Social Responsibility (CSR) encourage consumers to buy more through mobile apps, primarily because these actions build trust and lead to greater satisfaction with the shopping experience.
Key Findings
- Two components of trusting beliefs (benevolence and competence) positively affect the association between CSR and purchase intention on mobile shopping applications.
- Trusting beliefs partially mediate the relationship between CSR and purchase intention.
- Satisfaction partially mediates the relationship between CSR and purchase intention.
Research Evidence
Aim: To investigate how Corporate Social Responsibility (CSR) influences purchase intention in mobile commerce, and to understand the mediating roles of trusting beliefs and satisfaction in this relationship.
Method: Quantitative Survey Research
Procedure: A cross-sectional survey was administered to university students. Data was analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to test the proposed relationships between CSR, trusting beliefs, satisfaction, and purchase intention.
Sample Size: 314 participants
Context: Mobile commerce applications, specifically within a university student demographic in Korea.
Design Principle
Ethical design practices, when communicated effectively, can enhance user trust and satisfaction, leading to increased engagement and conversion.
How to Apply
When designing or refining a mobile commerce application, consider how to visually and textually highlight the company's CSR activities. Ensure these messages are authentic and integrated into the user journey, not just a separate 'About Us' page.
Limitations
The study used nonprobability convenience sampling, limiting generalizability. The context was specific to university students in Korea, which may not represent all consumer demographics or cultural contexts.
Student Guide (IB Design Technology)
Simple Explanation: If a company does good things for society (like helping the environment or people), customers will trust it more and be happier using its app, making them more likely to buy things.
Why This Matters: Understanding how a company's ethical actions influence user behavior is crucial for designing products that not only function well but also resonate with users on a deeper, values-based level.
Critical Thinking: To what extent can a company's perceived CSR efforts compensate for deficiencies in core product functionality or user interface design in mobile commerce?
IA-Ready Paragraph: This research indicates that a company's commitment to Corporate Social Responsibility (CSR) can significantly influence consumer purchase intentions in mobile commerce. By fostering trusting beliefs and enhancing user satisfaction, CSR initiatives act as key mediators, encouraging users to engage more positively with mobile shopping applications. Therefore, designers should consider integrating and communicating CSR efforts as a strategic element of the user experience to build trust and drive desired user behaviors.
Project Tips
- When researching user needs, ask about their perceptions of a company's social responsibility.
- Consider how to visually represent a company's ethical practices within an app's interface.
How to Use in IA
- Reference this study when discussing how user trust and satisfaction, influenced by external factors like CSR, impact their interaction with a designed product or service.
Examiner Tips
- Demonstrate an understanding of how non-functional requirements, such as ethical considerations, can significantly impact user behavior and product success.
Independent Variable: Corporate Social Responsibility (CSR)
Dependent Variable: Purchase Intention
Controlled Variables: Demographics (e.g., student status, university affiliation)
Strengths
- Employs robust statistical methods (SEM) to analyze complex relationships.
- Extends theoretical frameworks (Social Exchange Theory) to a relevant digital context.
Critical Questions
- How might different types of CSR activities (e.g., environmental vs. social) have varying impacts on trust and satisfaction?
- Are there thresholds for CSR engagement beyond which additional efforts yield diminishing returns in mobile commerce?
Extended Essay Application
- An Extended Essay could explore the impact of specific CSR communication strategies on user trust and purchase intent within a simulated mobile commerce environment.
Source
The effect of perceived corporate social responsibility on purchase intention in mobile commerce: mediating roles of trusting beliefs and satisfaction · European Journal of Management and Business Economics · 2023 · 10.1108/ejmbe-12-2022-0382