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 หัวเรื่อง:ไม่มีชื่อไทย (ชื่ออังกฤษ : Effect of corporate social responsibility motives on purchase intention model: An extension) ผู้เขียน: Sunee Wongpitch,  ดร.นาวิน มีนะกรรณ, อาจารย์ , Samart Powpaka, ดร.ทิพย์รัตน์ เลาหวิเชียร, รองศาสตราจารย์ สื่อสิ่งพิมพ์:pdf AbstractThe number of empirical studies on the effect of Corporate Social Responsibility (CSR) motives on the consumer purchase intention is still very small. Furthermore, the models tested in these studies were also relatively simple (including only CSR motives, attitude toward the firm, and/or purchase intention). The present research extends the knowledge in this area of study by proposing and empirically testing an extended model of the effect of CSR motives on purchase intention, with 192 samples participated in the survey. It was found that an altruistic motive positively affects the attitude toward the firm, which in turn affects the purchase intention via the perceived quality and attitude toward the brand. |
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