A study on the impact of domestic home appliance companies’ CSR activities on corporate image, corporate trust, and purchase intention

According to the 2023 consumer sales data from Statistics Korea used in this study, the sales of the top 10 home appliances in the domestic home appliance sector decreased by 12% compared to 2022, showing a greater decrease in quantity. In particular, it is expected that the recovery of the domestic home appliance market will be hindered by rising interest rates, rising prices, and continued inflation. In order to resolve these difficulties in the domestic home appliance sector, this study confirmed consumer awareness and confirmed the impact of corporate social responsibility (CSR) activities on corporate image, trust, and purchase intention. In this context, this study analyzed the impact of CSR activities implemented in various environments centered on two domestic electronics companies on purchase intention. The research analysis was conducted based on 313 data collected through an online survey method targeting 500 men and women aged 20 or older nationwide to verify the proposed research model and hypothesis, and analyzed through factor analysis using SPSS, confirmatory factor analysis using AMOS software, and structural equation modeling. The research results show that corporate CSR activities have a significant impact on consumers’ perception of authenticity, and that ethical and legal differences exist between companies. Through this analysis, we aim to provide marketing experts of the two companies with implications for strategically implementing differentiated resource allocation in line with the desired corporate image through the interrelationship between variables such as corporate social responsibility (CSR) activities, corporate image, corporate trust, and purchase intention.