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The Impact of Digital Social Responsibility on Preference and Purchase Intentions: The Implication for Open Innovation

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Chulalongkorn Business School, Chulalongkorn University, 254 Phayathai Road, Pathumwan, Bangkok 10330, Thailand
2
School of Entrepreneurship and Management, Bangkok University, 119 Rama IV Road, Prakanong, Klongto-ey, Bangkok 10110, Thailand
*
Author to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2021, 7(1), 24; https://doi.org/10.3390/joitmc7010024
Received: 14 December 2020 / Revised: 8 January 2021 / Accepted: 8 January 2021 / Published: 10 January 2021
The COVID-19 pandemic has dramatically changed people’s life and the ways businesses implement their social responsibility initiatives. During the COVID-19 pandemic, online and digital platforms have been increasingly realized as important mechanisms for businesses undertaking and implementing socially responsible activities—digital social responsibility (DSR). The purpose of this study was to investigate the impact of DSR on brand preference and consumers’ purchase intention comparing between high and low involvement product categories. The quantitative empirical research was conducted by using an online questionnaire instrument, and a Structural Equation Modelling (SEM) technique was used to test the proposed model. Based on 194 samples of Thai respondents collected in November to December 2020, the findings demonstrate that DSR initiatives are significantly and positively associated with brand preference and with consumers’ purchase intention. The moderating result reveals that product involvement plays a significant role in strengthening the association between DSR initiatives and brand preference. The effect of DSR on brand preference is stronger for low product involvement respondents than for high product involvement respondents. The research highlights the significance of DSR and extends the current knowledge about DSR and its potential impact on customers’ perception. View Full-Text
Keywords: digital social responsibility; brand preference; purchase intention; product involvement; Thailand digital social responsibility; brand preference; purchase intention; product involvement; Thailand
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MDPI and ACS Style

Puriwat, W.; Tripopsakul, S. The Impact of Digital Social Responsibility on Preference and Purchase Intentions: The Implication for Open Innovation. J. Open Innov. Technol. Mark. Complex. 2021, 7, 24. https://doi.org/10.3390/joitmc7010024

AMA Style

Puriwat W, Tripopsakul S. The Impact of Digital Social Responsibility on Preference and Purchase Intentions: The Implication for Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(1):24. https://doi.org/10.3390/joitmc7010024

Chicago/Turabian Style

Puriwat, Wilert, and Suchart Tripopsakul. 2021. "The Impact of Digital Social Responsibility on Preference and Purchase Intentions: The Implication for Open Innovation" Journal of Open Innovation: Technology, Market, and Complexity 7, no. 1: 24. https://doi.org/10.3390/joitmc7010024

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