The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction.

The importance of CSR in today's business environment cannot be ignored, especially more and more enterprises realize that when consumers perceive CSR, it will affect consumer behavior and then affect corporate efficiency and reputation. With the widespread application of social media, corporate social responsibility behaviors are easy to be participated and discussed by consumers on the Internet, forming electronic word-of-mouth. Therefore, this paper discusses the influence of electronic word-of-mouth between CSR and consumer satisfaction, taking China's largest Internet enterprise Tencent and its consumers and users as the research object. The overall purpose of this study is to explore the mediating role of electronic word-of-mouth in CSR and consumer satisfaction. This study uses Stimulus-Organism-Response (SOR) theory as the theoretical framework to explain the relationship between CSR initiatives, eWOM and consumer satisfaction. Using the quantitative method of questionnaire survey, taking China's enterprise Tencent as an example, a total of 490 valid questionnaires from Tencent WeChat users from four different levels of cities were received. The PLS-SEM model was used to deeply study the impact of CSR on consumer satisfaction and electronic word-of-mouth. The study found that philanthropic responsibility has a significant impact on consumer satisfaction, but environmental responsibility has no significant impact on satisfaction. At the same time, electronic word-of-mouth plays a key mediating role between the dimension of charitable responsibility and consumer satisfaction, but there is no mediating relationship between the dimension of environmental responsibility and consumer satisfaction. This study is beneficial to other enterprises in the formulation and planning of social responsibility, helps enterprises better understand consumer demands under different CSR dimensions, and provides a useful reference for the formulation of more accurate CSR strategies.

Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis.

With the increasing popularity of e-commerce live streaming, understanding purchase intentions for cultural heritage products in this context is crucial, prompting the analysis based on the ABC attitude theory. This study investigates how creative products of intangible cultural heritage influence consumers' purchase intentions within the framework of e-commerce live streaming. It further explores the mediating influence of consumer satisfaction in this association, utilizing the ABC attitude theory. The research design encompasses dimensions related to creative products of intangible cultural heritage, e-customer satisfaction, and purchase intention. Confirmatory factor analysis and Structural Equation Modeling (SEM) are utilized to examine the research hypotheses. The study reveals that perceived product quality, perceived interactivity, and professionalism among streamer factors, as well as perceived entertainment among scene factors, positively influence consumer satisfaction. Additionally, intangible cultural heritage has a positive effect on consumers' purchase intention toward creative products of intangible cultural heritage. Furthermore, consumer satisfaction serves as a mediating factor in the relationship between perceived product quality, perceived professionalism and interactivity, perceived entertainment, and consumers' purchase intention. This study is limited to creative products of intangible cultural heritage and involved a relatively small sample size. Moreover, certain perceptual dimensions of e-commerce live streaming were excluded from the analysis. Originality/value - This study contributes to the existing literature on the ABC theory by developing a model that examines consumer satisfaction and purchase intention. The model employed in this study integrates perceptual dimensions pertaining to creative products of intangible cultural heritage within the framework of e-commerce live streaming, utilizing the ABC theory. Additionally, this research contributes to addressing a gap in the existing literature by specifically focusing on the category of creative products of intangible cultural heritage within the broader discourse on dimensions in e-commerce live streaming. Thus, this study presents numerous diverse perspectives that can serve as a basis for further research into the integration of e-commerce live streaming and cultural and creative products associated with intangible cultural heritage.