ABSTRACT

This study, anchored on attribution theory, examines the role of CSR motives and perceived CSR authenticity in influencing CRM purchase intentions in the context of CRM-oriented online retailers. This study employed integrated SEM-ANN-NCA approach to establish a model’s necessity logic and determine the key predictors that impact CRM purchase intention. The findings of ANN indicated that CSR authenticity was the strongest predictor. Likewise, CSR authenticity, value-driven motive, and stakeholder-driven motive were necessary conditions (must-have) during NCA to determine CRM purchase intention. The results would provide valuable insights to practitioners, including advertising professionals, and online retailers to design effective CRM campaigns.

摘要

本研究以归因理论为基础，探讨了在面向 CRM 的在线零售商的背景下，企业社会责任动机和感知的企业社会责任真实性在影响 CRM 购买意向方面的作用。本研究采用综合SEM-ANN-NCA方法建立模型的必要性逻辑并确定影响CRM购买意愿的关键预测因素。ANN 的研究结果表明，企业社会责任的真实性是最强的预测因素。同样，CSR的真实性、价值驱动的动机和利益相关者驱动的动机是NCA期间确定CRM购买意向的必要条件（必须具备）。研究结果将为包括广告专业人士和在线零售商在内的从业者提供宝贵的见解，以设计有效的 CRM 活动。