The Influence of CSR on Consumer Purchase Intentions in Livestreaming Platforms

Abstract

Recent studies have mainly focused on the impact of corporate social responsibility (CSR). However, only a few have examined how CSR influences consumer behavior in the context of live streaming. This study aims to identify the factors affecting consumer’s buying intentions during live stream sessions that incorporate CSR elements. It also seeks to assess the influences of people’s perceptions of social responsibility to consumer behavior. A quantitative research method was applied, using a survey questionnaire completed by a sample of 750 consumers in Hanoi, Vietnam. The findings indicate that 11 factors significantly influence purchase intention, including: (1) Perception of Corporate Social Responsibility (CSR), (2) Empathy Effect, (3) Promotion, (4) Brand Equity, (5) Technical Features, (6) Corporate Image, (7) Altruistic Attribution, (8) Swift Guanxi (Reciprocal Favors), (9) Customer Engagement, (10) Perceived Effectiveness, and (11) CSR-CA Belief. This research contributes to guiding businesses in applying these insights to develop their brand image and enhance their CSR practices effectively within the live stream commerce environment.