The impact of corporate social responsibility and customer trust on the relationship between website information quality and customer loyalty in e-tailing context
by Dung Phuong Hoang; Nam Hoai Nguyen
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 14, No. 3, 2020

Abstract: This research seeks to investigate the interrelationships among information quality, perceived corporate social responsibility (CSR) with a focus on ethical-legal dimensions, customer trust, and loyalty in the e-tailing context. An empirical survey on 374 online shoppers was conducted and a structural equation model was employed to test the hypothesised relationships. The study's results indicate that information quality has a significant impact on both perceived CSR and customer trust, in turn, perceived CSR and customer trust mediates the relationship between information quality and customer loyalty upon online shopping environment. This study is noteworthy that it provides a new theoretical perspective in explaining the path from information quality to customer trust and loyalty through perceived CSR in e-commerce. The results suggest that managers need to be aware of perceived CSR as a key goal and criteria in designing and evaluating the effectiveness of content marketing strategies.

Online publication date: Wed, 29-Jul-2020

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