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

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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41. http://www.tdk.gov.tr/index.php?option=com_gts&kelime=G%C3%9CVEN Erişim Tarihi: 10 Aralık 2018.