ABSTRACT

This study developed a sturdy theoretical framework explicating customers’ behavioral intentions for socially responsible airlines by considering the influence of perceived corporate social responsibility (CSR). Our findings demonstrated the critical role of these variables in determining intentions. The CSR dimensions were sufficiently captured by their global higher-order factor. In addition, perceived CSR directly/indirectly triggers its subsequent variables. Moreover, the relationship strength among brand attitude, trust, and intentions was fortified by customers’ awareness of need for airlines’ CSR activities/promotions. This study provides valuable insights regarding why airline CSR is of essence and how perceived CSR is related to airline customer behaviors.

摘要

这项研究建立了一个坚固的理论框架，通过考虑感知到的企业社会责任（CSR）的影响来阐明客户对社会责任航空公司的行为意图。我们的发现证明了这些变量在确定意图中的关键作用。CSR维度已被其全球较高阶因子充分捕获。另外，感知到的CSR直接/间接触发其后续变量。此外，客户对航空公司的CSR活动/促销的需求意识增强了品牌态度，信任和意图之间的关系强度。这项研究提供了关于为什么航空公司CSR至关重要，以及感知到的CSR与航空公司客户行为之间如何关系的宝贵见解。