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In: Journal of family and economic issues, Volume 43, Issue 2, p. 397-414
ISSN: 1573-3475
In: Conference Paper: Contemporary Issues in Accounting, Finance & Management at S. M. Patel Institute of Commerce, GLS Campus, Ahmedabad - Gujarat, India.
SSRN
In: Conference Paper: Contemporary Issues in Accounting, Finance & Management at S. M. Patel Institute of Commerce, GLS Campus, Ahmedabad - Gujatat, India
SSRN
In: Journal of social service research, Volume 43, Issue 3, p. 297-298
ISSN: 1540-7314
In: Journal of social service research, Volume 42, Issue 5, p. 573-575
ISSN: 1540-7314
In: Journal of social service research, Volume 43, Issue 3, p. 381-394
ISSN: 1540-7314
In: Financial Literacy and the Limits of Financial Decision-Making, p. 302-324
In: Social responsibility journal: the official journal of the Social Responsibility Research Network (SRRNet), Volume 20, Issue 4, p. 682-702
ISSN: 1758-857X
Purpose
Recent studies have observed rise in consumer's ethical concerns about the online retailers while making a purchase decision. The impetus for businesses to use corporate social responsibility (CSR) is evident, but the effects of CSR motives on corresponding processes underlying cause-related marketing (CRM) patronage intention have not been thoroughly examined. This study, anchored on attribution theory, established a research model that better explains the influence of CSR motives on patronage intentions toward CRM-oriented online retailers. Additionally, this study aims to examine the moderating role of spirituality (SPT) on CSR motives and CRM patronage intention (CPI).
Design/methodology/approach
Primary data has been collected from 722 respondents and analyzed by using deep neural-network architecture by using the innovative PLS-SEM-ANN method to predict/rank the factors impacting CPI.
Findings
The results revealed the normalized importance of the predictors of CPI and found that value-driven motive was the strongest predictor, followed by strategic motive, SPT, age and stakeholder-driven motive. In contrast, egoistic motive, education and income were found insignificant.
Originality/value
The pandemic has transformed the way consumers shop and fortified the online economy, thereby resulting in a paradigm shift toward usage of e-commerce platforms. The results offer valuable insights to online retailers and practitioners for predicting patronage intentions by CSR motives and, thus, effectively engage CRM consumers by designing promotions in a way that would deeply resonate with them. This study assessed and predicted the factors influencing the CPI s, thereby guiding the online retailers to design CSR strategies and manage crucial CRM decisions.