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The Influence of Digital Social Responsibility on Brand Preference, Brand Admiration, and Purchase Intention: A cross-nation study |
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| รหัสดีโอไอ | |
| Creator | Suralai Modyop |
| Title | The Influence of Digital Social Responsibility on Brand Preference, Brand Admiration, and Purchase Intention: A cross-nation study |
| Contributor | Kitikorn Dowpiset, Norarit Sudsanguan, Aek Wonganant, Zhang Ligu |
| Publisher | Assumption University Press |
| Publication Year | 2565 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 15 |
| Journal No. | 1 |
| Page no. | 227-240 |
| Keyword | Digital Social Responsibilities (DSR), Brand Preference, Brand Admiration, Purchase Intention, Cross-nation study |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/6296 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | Purpose: The study investigates the impact of DSR on brand preference (BP), brand admiration (BA), and purchase intention (PI). It simultaneously examines the impact of nationality on DSR and purchase intention (PI). Research design, data, and methodology: The data was collected via an online platform. The data was collected from 400 respondents from four different countries, which were Australian, Indonesian, Thai, and Myanmar. For the purpose of testing hypotheses, statistical software treatment was done to analyze the data; descriptive analysis, simple and multiple linear regression and one-way ANOVA were applied for the present research work. Results: Based on the 400 respondents from four different countries, the results indicated that DSR initiatives have a significant and positive influence on BP, BA, and PI. The study shows that the consumer's purchase intention, was influenced most when they feel admire the brand that apply the DSR concept. The findings also revealed that the differences in nationality have no significant effect on DSR; however, they have a significant impact on PI. As a result, implementing DSR can improve customer's preferences and admiration toward the brand, as well as enhance customers' purchase intention. The perception of customer from developed and developing economies toward DSR is identical, whereas the intention to purchase a consumer goods product that applies the DSR concept are significantly different between consumers from developed and developing countries. |
