RESEARCH ON THE IMPACT OF E-COMMERCE PLATFORMS’ CORPORATE SOCIAL RESPONSIBILITY PERCEPTION ON CONSUMERS’PURCHASE INTENTION

This study uses stakeholder theory and social cognitive theory to build a research mechanism for the link between how consumers see the corporate social responsibility (CSR) of e-commerce platforms and their plans to buy. Using a dataset of 494 survey questionnaires and employing Amos software for quantitative analysis, the study empirically verifies the following findings: (1) The ethical, legal, and philanthropic responsibilities of e-commerce platforms strongly influence consumers' intentions to purchase. On the other hand, the link between perceived economic responsibility and intentions to buy is not very strong. (2) Consumer trust is a very important factor in the link between the perceived CSR of e-commerce platforms and intentions to buy. (3) Perceived risk is another important factor in this link. This study contributes to our understanding of how consumers' perceptions of the corporate social responsibility (CSR) of e-commerce platforms influence their choices. It also gives us useful information for developing theories about how consumers behave when they think about how CSR on e-commerce platforms affects their choices.