| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 104 === Nowaday, corporate social responsibility (CSR) is becoming more mainstream as forward-thinking companies embed sustainability into the core of their business operations to create shared value for business and society. The benefits of becoming a socially responsible far outweigh the costs, so that making more money and increasing profit margin are primary reasons companies embrace CSR.Besides, for some companies, the informations or messages of CSR activities which they provide are unclear, or little informationsare provided, or charitable donations are ended up in the pockets of companies. That’s why consumers start to question is CSR really helpful in solving social problems.
Friestad and Wright (1994), introduced the "Persuasion Knowledge Model" (PKM), which is focused on how people use their knowledge of persuasion motives and tactics to interpret, evaluate and respond to influence attempts from marketers and others. As a result of the awareness of consumers in the motivations and strategies of CSR, the validity of CSR activities is decreased day by day. However, previous studies rarely focus on the impact of PKM on the effect of CSR activities. Therefore, this study applies the persuasion knowledge model to explain how the clarity of CSR activities’s messages and donation types of CSR activities moderates consumer’s responses.
Our hypotheses were tested in a 2 (Persuasion knowledge: activation vs. inhibition) X 2 (Clarity of CSR messages: high vs. low) and 2 (Persuasion knowledge: activation vs. inhibition) X 2 (Donation types: donation of money vs. donation of product), two experimental designs, according to four dependent variables (recommended by attitude toward message, attitude toward brand, attitude toward CSR activitiy, and purchase intention). Our results suggest that consumers with active persuasion knowledge had significantly negative response toattitude toward message and purchase intention than those with inhibit persuasion knowledge. Secondly, clarity of CSR messages and donation types had moderating effects on persuasion knowledge. In addition, the impact of persuasion knowledge, clarity of CSR messages, and donation types on consumer’s overall impression will be intermediated by attitude toward message. In this research, we also provided marketing management implications, which could be the reference for advertisers and firms when they start their CSR activities.
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