An Analysis of Corporate Social Responsibility, Leader Image, and Innovation on Consumer Purchasing Decision: A Study on Amazon

Conference: The Asian Undergraduate Research Symposium (AURS7)
Title: An Analysis of Corporate Social Responsibility, Leader Image, and Innovation on Consumer Purchasing Decision: A Study on Amazon
Stream: Economics and Business Studies
Presentation Type: Virtual Poster Presentation
Authors:
Brigita Krista Angelica, Atma Jaya Catholic University of Indonesia, Indonesia
Rosdiana Sijabat, Atma Jaya Catholic University of Indonesia, Indonesia

Abstract:

The e-commerce industry has become increasingly prosperous due to international business, significant consumer demand, and resourceful corporations. Amazon.com, Inc. is the most significant player in the industry; thus, it is responsible for consumer demand. Consequently, the rising number of factors influencing consumer purchasing decisions becomes highly important. Several studies have reported many factors that influence purchasing decisions; however, few have shown the influence of corporate social responsibility (CSR), leader image, and innovation on consumer purchasing decisions at large multinational corporations. Few studies have been done, especially on leader image in international business. This study provides a new perspective on consumer purchasing decisions by examining how Amazon’s CSR, leader image, and innovation are perceived by consumers. This study uses a quantitative method, with non-probability purposive sampling to select samples due to the enormity of the population. The sampling criteria are consumers who are 15 years old and above, live in the Greater Jakarta area, and have purchased items on Amazon. One hundred respondents completed the survey questionnaire. The data is analyzed using multiple regression analysis, with three independent variables and one dependent variable. Contrary to what has often been assumed, the results show that CSR and leader image have no impact on consumer purchasing decision. Meanwhile, innovation has a significant impact on consumer purchasing decision. These findings are relevant for corporations’ strategic resource allocation to increase consumer demand and enhance their competitive advantages amidst the highly competitive e-commerce industry.



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