Proceedings of 27th International Business Research Conference
12 - 13 June 2014, Ryerson University, Toronto, Canada, ISBN: 978-1-922069-53-5
How Corporate Citizenship Affects the Customers
Purchase Intention: With Self-Construal as a Moderator
Han, EunKyoung1 and Nam,Seungmi2
These days, Not only for pursuing the company's own benefit, but also having a
social responsibility is very important for their success. We have called it as a
corporate social responsibility (CSR), however, recently, businesses' social
performance has been framed as "corporate citizenship (CC)".
Even though there has been a lot of researches conducted about the effect of the
CSR activity on corporate reputation, there are not many studies for Corporate
Citizenship(CC) and also about the relationship between the customers propensity
and the CC's four initiatives.
This study try to figure out with a research question, among the independent selfand interdependent self-construal, which self-construal is more affected easily on
the each corporate citizenship's initiative. Thus, first research question showed that
which self-construal has more positive attitude depending on the each corporate
citizenship's factor which is "economic, ethical, law, philanthropy(or discretionary).
And hypothesis 1 represented that the corporate citizenship will have positive
effects on the corporate reputation.
In this research, two hundred sixty-two adults completed an online survey about
corporate citizenship, corporate reputation and their self-construal. The sample
was obtained from an online panel provider. The measures were adapted from
previous scales found in the self-construal & corporate reputation literature and the
study tested in Two-way ANOVA.
Results showed that there is a positive relationship between the corporate
citizenship and the corporate reputation. Especially, depending on the selfconstrual, participants have different opinions on the corporate reputation in the
survey article which this study suggested. So the economic focused corporate
article was more effective independent self than interdependent self. And
discretionary focused corporate article was more effective interdependent self than
independent self.
This study has an implication in that how the self-construal can have an effect on
the corporate citizenship and reputation. But there are several limitations about the
samples and period of study. In further research, these several limitations should
be supplemented.
Key Words: corporate citizenship (CC), self-construal, customers purchase
intension.
1
Dr. Han,EunKyoung (Full-time Faculty), Department Journalism and Mass Communications,
SungKyunKwan University Seoul, Korea, Email: bird24@skku.edu, Mobile: 82-10-3702-1226 FAX:
82-2-760-0930
2
Miss. Nam,Seungmi(Master’s Program), Department Journalism and Mass Communications,
SungKyunKwan University Seoul, Korea, Email: duddj0921@naver.com,Mobile: 82-10-9248-8455
FAX: 82-2-760-0930