期刊
JOURNAL OF HOSPITALITY & TOURISM RESEARCH
卷 -, 期 -, 页码 -出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/10963480231199991
关键词
CSR; local restaurant; chain restaurant; donation; message framing
This study examines the differences in corporate social responsibility initiatives between local independent restaurants and international chain restaurants, and identifies the mediating effects of perceived warmth and competence on consumer behaviors.
Considering that limited research has been conducted to explore corporate social responsibility (CSR) initiatives in the local brand context, compared to the global brand context, this study is to bridge the gap by comparing CSR initiatives in local independent restaurants with those of international chain restaurants. Two studies were performed to examine the impact of CSR type and construal level in CSR messages using experimental designs. In addition, the mediating effects of perceived warmth and competence were examined as potential psychological mechanisms explaining consumers' reactions. Findings show that consumers are more likely to donate to CSR initiatives of chain restaurants and revisit them when the initiatives lean toward local community CSR rather than global environmental CSR. Also, consumers prefer local community CSR initiatives that are presented in detail in local independent restaurants. This study also reveals different mediating effects of perceived warmth and competence in relation to CSR type, restaurant type, and consumer behaviors.
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