Mediating Role of Trust on the Relationship between Perceived Corporate Social Responsibility and Purchase Intention

Year 2019, Volume: 17 Issue: 4, 160 - 172, 27.12.2019

Merve Koçoğlu Sazkaya , Aslı Kuşçu Burçak Vatansever Durmaz

https://doi.org/10.18026/cbayarsos.525188

Cited By: 1

Abstract

Although
organizations are founded to gain profit, they also have responsibilities
towards the society. In other words, individuals expect from the organizations
to accomplish some major responsibilities towards the society.In this respect,
organizations try to respond to that call by doing various social acts that
will create beneficial outcomes for the overall society. On the hand,
organizations also aim to shape consumers’ purchasing behavior by gaining trust
through these activities. Therefore, this study investigates the mediating role
of trust within the relationship between perceived social responsibility and
purchase intention. With this aim, 313 graduate students of a private
university were approached to collect data and to analyze the proposed
relationships between the constructs. Data have been collected by mentioning a
well-known market leader car manufacturer and results of the study indicate
that trust fully mediates the relationship between perceived corporate social
responsibility and purchase intention, thus emphasizing the importance of trust
in company-consumer relationships.

Keywords

Perceived Corporate Social Responsibility, Purchase Intention, Trust, Automotive Sector

Algılanan Kurumsal Sosyal Sorumluluğun Satın Alma Niyeti Üzerindeki Etkisinde Güvenin Aracılık Rolü

Abstract

İşletmeler kâr elde etme amacıyla
kurulmuş olsalar da topluma karşı yerine getirmeleri gereken sorumlulukları
vardır. Bir başka deyişle, toplum işletmelerden belli başlı sorumlulukları
gerçekleştirmelerini beklemektedir. Bu bağlamda, işletmeler sosyal sorumluluk
projeleri gerçekleştirerek müşterilerinin beklentilerini karşılama
eğilimindedirler. Diğer taraftan, işletmeler yapmış oldukları sosyal sorumluluk
projeleri çerçevesinde müşterilerin güvenini kazanarak satın alma davranışlarını
etkilemeyi de amaçlamaktadırlar. Dolayısıyla, bu çalışmanın
amacı müşterilerin sosyal sorumluluk algılarının satın alma niyeti üzerindeki
etkisinde güvenin aracılık rolünü incelemektir. Bahsi geçen kavramlar
arasındaki ilişkiyi tespit etmek amacıyla araştırma, bir vakıf üniversitesinde
yüksek lisans eğitimi alan 313 kişi üzerinde gerçekleştirilmiştir. Araştırmada
Türkiye otomotiv pazarında bilinen lider bir firma üzerinden sorular sorulmuş
olup araştırma sonuçları, algılanan sosyal sorumluluğun satın alma niyeti
üzerindeki etkisinde güvenin tam aracı etkisi olduğunu göstermekte ve güvenin
önemini vurgulamaktadır.

Keywords

Güven, Satın Alma Niyeti, Algılanan Kurumsal Sosyal Sorumluluk, Otomotiv Sektörü

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