A recent study conducted by researchers at Chungnam National University examines how corporate social responsibility (CSR) efforts impact consumer behavior in online shopping across international markets. The findings suggest that CSR initiatives may help global businesses build consumer trust and increase purchasing frequency.
The study, led by Assistant Professor Ha Kyung Lee, was published in the Journal of Retailing and Consumer Services on November 1, 2024. Researchers analyzed the behavior of 1,033 online shoppers from South Korea and Japan to assess how CSR influences consumer engagement in global e-commerce.
The findings indicate that when companies simplify the online shopping experience, consumers are more likely to make purchases. Additionally, businesses that engage in social contributions—such as environmental or social initiatives—can further strengthen this purchasing behavior.
One key observation from the study was the variation in consumer responses between the two countries. Japanese consumers, who tend to be less active in online shopping compared to South Koreans, exhibited a stronger response to CSR initiatives. This suggests that CSR messaging may help address consumer hesitation in markets where online shopping adoption is lower.
Professor Lee noted that integrating CSR strategies into e-commerce platforms could enhance consumer confidence, particularly in regions where trust in foreign brands is still developing. The study suggests that businesses expanding into new markets may benefit from prioritizing CSR alongside usability and transparency.
Looking ahead, the researchers suggest that CSR may play an increasingly important role in global e-commerce strategies, potentially becoming a standard feature in efforts to bridge trust gaps and encourage digital adoption.
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