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CORPORATE SOCIAL RESPONSIBILITY IN CHINA:LUXURY CONSUMERS’ ATTITUDE AND BEHAVIORS
By
BAOBAO SONG
A THESIS PRESENTED TO THE GRADUATE SCHOOLOF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS FOR THE DEGREE OFMASTER OF ARTS IN MASS COMMUNICATION
UNIVERSITY OF FLORIDA
2013
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© 2013 Baobao Song
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Dedicated to my parents Tiejun and Xiaoyan, who have always been so supportive.
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ACKNOWLEDGMENTS
I would like to express my greatest gratitude to those who have helped and
supported me throughout my thesis. I am grateful to my committee chair, Dr. Mary Ann
Ferguson, for her unreserved dedication and encouragement to me from the first day
we met, until today. In every stage of my master’s program, she has inspired me and
offered great suggestions and continuous help. Her kindness has always been a part of
my strength to complete this thesis.
Also I would like to thank my committee members, Dr. Sora Kim and Dr. Johanna
Cleary. They taught me how to improve my work in many aspects. Dr. Kim offered a lot
of constructive suggestions during the early stage of my thesis. Thanks to Dr. Cleary’s
knowledge in the field of theory building, I was able to improve the theory application in
my own work. More important, I admire their professionalism and working ethics as
successful scholars.
Special thanks go from me to my family and friends, who have been so
supportive throughout my master’s program. Without them, I could never have come to
the University of Florida and completed this project. I am grateful to my father and
mother, who put so much faith in me. Their trust and undivided support have always
been my biggest motivator.
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TABLE OF CONTENTS
page
ACKNOWLEDGMENTS.......................................................................................................... 4
LIST OF TABLES.....................................................................................................................7
LIST OF FIGURES...................................................................................................................8
ABSTRACT...............................................................................................................................9
CHAPTER
1 INTRODUCTION.............................................................................................................10
Luxury Consumption in China........................................................................................10CSR and Its Influences...................................................................................................13CSR in China...................................................................................................................14Information Processing Theory and CSR..................................................................... 15Purpose of Thesis........................................................................................................... 16Significance and Implications of the Study................................................................... 16Structure of Thesis..........................................................................................................17
2 LITERATURE REVIEW.................................................................................................. 18
Defining CSR...................................................................................................................19Perspectives in the Evolution of Corporate Social Responsibility....................... 19CSR in This Study....................................................................................................22
Existing Literature about Consumers’ Response to CSR........................................... 23Consumers’ General Response to CSR................................................................ 23Summary of the Above Review...............................................................................27
CSR in China and Studies of Chinese Consumers in Terms of CSR........................28Corporate Social Responsibility in China...............................................................28Chinese Consumers’ Response to Corporate Social Responsibility...................30
Luxury Product Focus.....................................................................................................32Defining Luxury, Luxury Brand and Luxury Consumers.......................................32Chinese Luxury Market............................................................................................34
Variable Formation Using Information-Processing Theory......................................... 35Variables.......................................................................................................................... 40
Awareness................................................................................................................ 40Trust...........................................................................................................................42Perceived Service Quality....................................................................................... 43Brand Affect.............................................................................................................. 45Purchase Intention................................................................................................... 47
Conceptual Framework...................................................................................................48
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3 METHODOLOGY............................................................................................................52
Research and Sample Methods.................................................................................... 52Sample Identification and Sampling Procedure........................................................... 53Variable Measurements..................................................................................................55
Awareness of CSR...................................................................................................55Trust of CSR............................................................................................................. 55Perceived Service Quality (PSQ)............................................................................55Brand Affect.............................................................................................................. 57Purchase Intention................................................................................................... 57Refined Measurements............................................................................................57
Data Collection................................................................................................................ 57
4 FINDINGS........................................................................................................................62
Data Analysis...................................................................................................................62Reliability and Validity Analysis...............................................................................62Preparation of Data Analysis...................................................................................62
Research Hypotheses and Questions...........................................................................63
5 DISCUSSION.................................................................................................................. 82
Conceptual Framework...................................................................................................82Awareness of CSR...................................................................................................82Trust of CSR............................................................................................................. 83Purchase Intention................................................................................................... 83
Level of Luxury Spending...............................................................................................84
6 CONCLUSION.................................................................................................................86
APPENDIX
A QUESTIONNAIRE.......................................................................................................... 91
B INFORMED CONSENT PROTOCOL TITLE: CORPORATE SOCIALRESPONSIBILITY IN CHINA:........................................................................................97
C IRB PROTOCOL SUBMISSION FORM..................................................................... 100
D CORRELATION COEFFICIENTS OF THE LOW AND MODERATE LUXURY-SPENDING GROUPS.................................................................................................. 103
LIST OF REFERENCES..................................................................................................... 105
BIOGRAPHICAL SKETCH..................................................................................................114
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LIST OF TABLES
Table Page
3-1 Demographic characteristics of the survey sample (n=351).................................. 61
4-1 PSQ factor loading..................................................................................................... 75
4-2 Luxury-spending level categories............................................................................. 76
4-3 Correlations (group of high annual luxury-spending)..............................................77
4-4 ANOVA test of all constructs by three levels of annual luxury-spending.............. 78
4-5 ANOVA test of annual luxury-spending level by age, income and education...... 79
4-6 Cross tabulation of annual luxury-spending level by gender..................................79
4-7 Chi-square tests of annual luxury spending level by gender..................................79
4-8 Homogeneous subsets of education by levels of annual luxury-spending........... 80
4-9 Homogeneous subsets of age by levels of annual luxury-spending..................... 80
4-10 Homogeneous subsets of income by levels of annual luxury-spending............... 80
4-11 Comparisons of the high luxury spending group’s correlation coefficients tothe moderate and the low luxury spending groups’ correlation coefficients......... 81
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LIST OF FIGURES
Figure Page
2-1 The mass-lux pyramid (Source: HSBC, 2012).........................................................49
2-2 Variables......................................................................................................................50
2-3 Conceptual framework............................................................................................... 51
3-1 Variables measurement.............................................................................................60
4-1 Conceptual framework with Pearson correlation.....................................................69
4-2 Mean plots of awareness of CSR by education.......................................................70
4-3 Mean plots of all constructs by level of annual luxury-spending............................71
D-1 Correlation coefficients of the group of low annual luxury-spending...................103
D-2 Correlation coefficients of the group of moderate annual luxury-spending........ 104
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Abstract of Thesis Presented to the Graduate Schoolof the University of Florida in Partial Fulfillment of the
Requirements for the Degree of Master of Arts in Mass Communication
CORPORATE SOCIAL RESPONSIBILITY IN CHINA:LUXURY CONSUMERS’ ATTITUDE AND BEHAVIORS
By
Baobao Song
May 2013
Chair: Mary Ann FergusonMajor: Mass Communication
The group comprised of Chinese luxury consumers is small, but it is well worth
studying. This research quantitatively investigates the correlations between Chinese
consumers’ social responsibility (CSR) and Chinese luxury consumers’ attitude and
behavior. It examines the differences in attitudes and behaviors between Chinese luxury
consumers and non-luxury consumers towards CSR, by researching Chinese luxury
consumers at different purchasing levels, and their awareness of CSR, trust of CSR,
perceived service quality, brand affect and purchase intention. Empirical results
conclude that (1) Chinese luxury-consumers’ awareness of CSR and trust of CSR are
positively correlated with brand affect, perceived service quality and purchase intention;
(2) Chinese luxury consumers at different luxury-spending levels react differently to
CSR. Those at moderate spending level react most positively to CSR. Managerial
implications are provided.
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CHAPTER 1INTRODUCTION
Extensive academic research indicates that there is a correlation between
corporate social responsibility, consumers’ attitude towards companies and their
subsequent purchase behaviors. Previous studies on this topic have built different
versions of frameworks to explain how corporate social responsibility activities can
affect consumers. These frameworks have been tested in many different industries,
such as banking and telecommunications. However, most of these studies are
conducted in Western academia, and rarely can be found in a Chinese context. Besides,
so far, there is no literature dedicated to testing how CSR correlates to luxury
consumers’ attitude and behavior, considering that the luxury consumer represents a
unique consumer population, whose value systems differ from that of general
consumers. Therefore, this study will answer the question of how CSR affects Chinese
luxury consumers’ attitudes towards companies and purchasing behaviors, by
quantitatively examining the correlations between awareness of CSR, trust of CSR,
perceived service quality, brand affect and purchase intention. In order to answer the
question, a framework is built based on Information-processing theory and tested with
quantitative analytical surveys using the method of mall interception of Chinese luxury
consumers.
LuxuryLuxuryLuxuryLuxury ConsumptionConsumptionConsumptionConsumption inininin ChinaChinaChinaChina
A luxury brand refers to high-quality, expensive and non-essential products and
services, that are perceived by consumers as being rare, exclusive, prestigious, and
authentic and that offer high levels of symbolic and emotional value (Tynan, McKechnie,
& Chhuon, 2009). According to the Mass-lux pyramid published by HSBC (2011), luxury
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brands can vary from top to bottom. They include the “ultra-high-end” brands, such as
Leviev and Graff; “superpremium” brands such as Patek Philippe and Van Cleef &
Arpels; the “premium-core” brands such as Cartier and Hermes; the “accessible-core”
brands such as Gucci and Tissot; the “affordable-luxury” brands such as Coach and
Montblanc; and the “everyday-luxury” Swatch and Starbucks (Figure 2-1).
The total amount of luxury consumption in the world climbed to an estimate $229
billion in 2009 (Dona-allbo, 2010). This multi-billion-dollar industry is translated not only
into opportunities and benefits for the business sector, it also connotes vanity, fame,
social status and substantial value supporting the brands. As the significant population
and economics rise, China is now the second-largest luxury market in the world,
surpassed only by Japan (www.worldluxuryassociation.org, 2011). Aiming to enter such
a promising market, several luxury brands mentioned above have crossed the threshold
into China. It is important to note, however, that the value and luxury-level these brands
represent to the Chinese may differ markedly from those of their country of origin. This
is so, first, because of the tariff and the luxury-expense tax, which exist in particular in
China, and second, because the final retail price of these brands is considerably higher
in China, than their price outside of China. This is seen, first, in the cost of the item. For
example, a Juicy Couture suit that costs slightly over $100 in the United States will cost
nearly $700 in a high-end mall in China. Second, it is seen in the difference between an
average-income level in China and one in the United States, rendering these products
even more expensive for the Chinese consumer. For example, while a medium cup of
Americano in Starbucks costs three dollars – virtually the same price in China as in the
United States, it is felt to be far more expensive by the Chinese, whose average-income
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level is one-fifth that of the American counterpart. Despite such drawbacks, Chinese
consumers, in 2008, represented 18 percent of the global market for luxury goods
(Henrikesen, 2009). By March 2011, the share continued to grow to 25 percent; and it
continues on, as China is expected to represent the world’s largest luxury market in
2012 (people.com.cn, 2011).
Henrikesen (2009) states that Chinese consumers have distinct cravings and
motivations for choosing luxury brands and that both Materialism and Confucianism
impact Chinese luxury consumers’ attitude and behavior. The business sector, however,
is more interested in learning the explicit factors that could effectively influence Chinese
luxury consumers’ attitude and behavior. Corporate social responsibility (CSR) is one of
these potentially influential factors that has been understudied and less fully understood.
Currently, there is no literature dedicated to revealing the association between CSR and
Chinese luxury consumers’ attitudes and behaviors on a quantitative level. According to
previous literature, however, CSR is found to have a positive relationship with the brand
affect (Marin, Ruiz & Rubio, 2009), which may, in turn, affect the service qualities
perceived by the consumer and the consumer’s intent to purchase. Therefore, it is
reasonable to hypothesize that CSR has correlations with luxury consumers’ attitude
and behavior. There also has been extensive research on how luxury consumers, as a
distinctive population among general consumers, perceive luxury products’ value and
make purchase decision that are based on their unique value systems. For example,
Choo, Moon and Kim (2012) propose a framework of luxury consumers’ value systems
that includes both hedonic value and symbolic value, which differ from the general
consumer population. Therefore, it has both academic and practical value to test the
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framework and hypothesis on luxury consumers. The author of this thesis expects that
by comparing responses from different luxury-purchasing levels, he will be able to state
whether CSR is an effective strategy to use in Chinese luxury marketing.
CSRCSRCSRCSR andandandand ItsItsItsIts InfluencesInfluencesInfluencesInfluences
Since corporate social responsibility (CSR) took shape in the 1950s, its concepts
and practices in both the academic and business arenas have rapidly advanced and
have been refined by generations of scholars and practitioners (Carroll, 2008). From its
earliest stage prior to the 1950s, referred to as the “philanthropic” era by Murphy (1978),
corporate social responsibility has undergone eras of “awareness, issue and
responsiveness.” Today, CSR is taken into account in the corporate communication and
marketing-strategy-making processes and it definitely has managerial implications on
every aspect of corporate operation (Vogel, 2005, Kotler and Lee, 2005, Werther and
Chandler, 2006, Frederick, 2006, Pirch et al., 2007). Studies have found that companies
are maintaining their market performance by increasing their CSR investment and
integrating CSR into long-term strategic planning (Mahoney and Thorne, 2005).
Given that CSR equals “philanthropic and ethical” deeds, many researchers
suggest that corporations can gain benefits through CSR activities (Crowther, 2003 and
Idowu and Towler, 2004). Luo and Bhattacharya (2006) suggest, especially as
competition is getting even more severe in today’s market, that corporate social
responsibility represents a high-profile notion that has strategic importance to many
companies. Being perceived as socially responsible by their stakeholders, companies
may gain loyalty from employees; support from communities; publication from media;
and even favorable policy from legislators. However, among all stakeholders,
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consumers could bring the most benefit to companies (Smith, 2000). More often, they
are also the group that is most susceptible to companies’ corporate social responsibility
activities (Bhattacharya and Sen, 2004).
Even though in recent decades, research on CSR activity and its positive
outcomes has increased significantly (Argenti et al., 2005), questions such as “influence
of CSR initiatives on customer attitudes” remain partially empirically answered
(Poolthong and Mandhachitara, 2009). There is limited quantitative research concerning
the extent to which CSR is indeed associated with consumers’ behaviors.
A MORI (Marketing & Opinion Research International) survey that reflects the
number of respondents who rated a high degree of CSR performance “very important”
in the purchase decision-making process found this had increased from 24% in 1997 to
46% in 2001, a significant growth of 23% (Dawkins & Lewis, 2003). Such research is
mostly conducted in the western world, where CSR is more deeply rooted in both
corporate value and societal culture than in most of the developing countries, such as
China.
CSRCSRCSRCSR inininin ChinaChinaChinaChina
Admittedly, CSR is growing rapidly in China, driven by a mixed motive of
“government pressure, self-interest and media scrutiny” (Wickerham, Qiao & Zadeck,
2009). Associations such as the Chinese Federation for Corporate Social Responsibility
(CFCSR) contribute by offering organizational legitimacy and platforms to corporations
in China. According to the Guide to Chinese Corporate Social Responsibility Report
published by the Chinese Academy of Social Sciences (CASS), the number of
companies that publish a CSR report on an annual basis has grown dramatically, from
32 in 2006 to 582 in 2009. Despite all the remarkable progress, CSR concepts and
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practices in China are still in the early stages compared to those in European and North
American countries (Gao, 2009). Accordingly, in academia, the salience of research in
the field of CSR in China while growing rapidly, is doing so from a low base of “early
concerns with ethical issues only” (Moon and Shen, 2010).
In alignment with the global development of CSR, one would expect a growing
positive correlation in China between consumers’ perceptions of a company’s corporate
social performance and their attitudes and behavior towards that company. Since
quantitative studies of CSR in the Chinese context concerning this issue are rarely
conducted, the present thesis aims to fill this gap.
InformationInformationInformationInformation ProcessingProcessingProcessingProcessing TheoryTheoryTheoryTheory andandandand CSRCSRCSRCSR
In order to study the influence of CSR on consumers’ attitudes and behaviors,
the procedure of how consumers process information needs to be taken into
consideration. According to Miller (1956), Information-processing theory (IPT) states
that human beings process information following, at least, the steps of: personal focus
of attention; encoding and judging in short-term memory; recoding and judging through
retrieving long-term memory; and finally making a behavioral response. Based on
Miller’s Information-processing theory, the stages of consumers’ digestion of CSR
information can be summarized as (1) paying attention to a company’s CSR activities
and (2) judging the truthfulness and sincerity of the company’s intention, (3) associating
the company’s CSR performances with brand affect and service qualities, and finally (4)
making behavioral changes in purchasing or otherwise. This process brings out several
variables that are worthy of attention in studying the impact of CSR activities on
consumers’ attitudes and behaviors, namely, consumers’ awareness toward CSR, trust
in the company, perceived product quality, brand affect and purchase intention.
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Therefore this study will apply these variables in testing how CSR correlates with
Chinese luxury consumers’ attitude and behavior.
PurposePurposePurposePurpose ofofofof ThesisThesisThesisThesis
To summarize, the purpose of this study is to quantitatively investigate the
correlations between CSR and Chinese luxury consumers’ attitude and behavior, and
examine the differences in attitudes and behaviors towards CSR between Chinese
luxury consumers and non-luxury consumers, by doing research on Chinese luxury
consumers at different purchasing levels and their awareness of CSR, trust of CSR,
perceived service quality, brand affect and purchase intention.
SignificanceSignificanceSignificanceSignificance andandandand ImplicationsImplicationsImplicationsImplications ofofofof thethethethe StudyStudyStudyStudy
In the academic arena, this study contributes to filling an absence of quantitative
study on the correlations between CSR and Chinese luxury consumers’ attitude and
behavior. It also includes significant managerial implications.
Compared to the well-constructed and developed body of literature on CSR in
western countries, scholars in China are still feeling their way forward, following western
scholars on this topic. Judging from the increasing influence of CSR on consumers’
purchase intention in the western world (Dawkins & Lewis, 2003), the author of this
study expects the same effect in China. However, these expectations will remain
anecdotal until empirically tested. Even though research can be found about CSR and
Chinese consumers’ general response, CSR has never been associated with luxury
consumption before in Chinese academia. Considering the distinctive characteristics of
luxury consumers, this study is expected to provide new findings and proofs of whether
CSR can be a truly effective tool in building consumer relationships in luxury industries.
This study is the first of its kind and is of great significance in bridging this academic gap
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and providing managerial recommendations for CSR communications in Chinese luxury
industries.
On the other hand, even though CSR shows growing signs of prosperity in China,
Chinese companies are far from understanding the true meaning of integrating CSR into
their long-term communication and marketing strategies. According to the very recent
China National Textile & Apparel Council Conference in Shanghai, companies are
misinterpreting CSR as equating a “delicately-made CSR report” and a lot of activities
remain superficially “on paper” (Mclaughlin, 2012). This study will reveal how, and to
what extent, CSR activities are associated with consumers’ perceptions and behavior
on an empirical level in Chinese luxury industries; and offer managers an understanding
of why CSR belongs in long-term communication strategies and how to incorporate
CSR effectively into marketing strategies.
StructureStructureStructureStructure ofofofof ThesisThesisThesisThesis
The rest of this research will unfold in six chapters. In the second chapter, a
literature review is presented on existing studies. A series of research hypotheses and
questions are developed accordingly. In the methodology chapter, the author will justify
research method and sampling procedure, and explain the measurements of each
variable in detail. Quantitative results of the hypotheses and research questions are
presented in the fourth chapters. The fifth chapter includes the discussion of the results
and findings. Finally, the sixth chapter concludes the whole thesis and provides
limitations of this study and suggestions for further study.
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CHAPTER 2LITERATURE REVIEW
Corporate social responsibility (CSR) was once considered primarily as a part of
corporate philanthropy, i.e., pure altruistic deeds of corporations and moral obligations
of corporate citizens towards communities (Porter and Kramer, 2002). Today, however,
the more intense the market competition, the more CSR is recognized as a source of
competitive advantage, and a significant corporate resource, as well as an important
part of how competitive relationships operate (Piercy & Lane, 2009). Luo and
Bhattacharya (2006) developed a conceptual framework to study the influence of CSR
initiatives on a firm’s market value, applying consumers’ satisfaction as a mediating
factor. The study results supported the hypothesis that a firm’s market value will
increase because of CSR activities. Piercy and Lane (2009) also state that the impact of
CSR initiatives on customer and other stakeholder relationships is key to performance
improvement. Thus managers must go beyond the view that good corporate citizenship
is simply a tactical marketing tool and examine corporate social responsibility as a
strategic resource. As Porter and Kramer (2006) suggest:
If corporations were to analyze their prospects for social responsibilityusing the same frameworks that guide their core business choices, theywould discover that CSR can be much more than a cost, a constraint, or acharitable deed – it can be a source of opportunity, innovation andcompetitive advantage (p. 78).
Based on 54 other articles related to CSR in the marketing-theory literature
during the period 1995 - 2005, Piercy and Lane (2009) brought this influential review
further into a framework that could examine the impact of CSR on customer value with
the mediating effects of employee/manager perceptions, other stakeholder perceptions,
and the company’s social credibility.
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Some articles suggest that one must take on a multi-stakeholder dialogue to fully
explore the nature between CSR and corporate competitiveness (Vilanova, Lozano &
Arenas, 2009). The impact of CSR on multiple stakeholder relationships, such as
investor loyalty (Ali, Rehman & Akram, 2011), can explain the dynamic between CSR
and long-term marketing strategies. To investigate this issue, many scholars have taken
a consumer perspective, because consumers’ purchase intention and behavior are
directed related to corporations’ financial performance, and thus influence long-term
marketing strategies (Mohr, Webb & Harris, 2001). In the luxury market, in particular,
according to a report by the Asian research company Albatross Global Solutions and
the public relations firm Ruber Finn Asia, more than two-thirds of 1000 luxury
consumers surveyed responded that a luxury brand’s CSR would affect their purchasing
intention (Cosmetics International, 2010).
Recognizing the significance of studying consumers’ responses to CSR in
today’s market, this chapter will go further to explore previous literature on the
framework and variables that will be adopted in this study.
DefiningDefiningDefiningDefining CSRCSRCSRCSR
PerspectivesPerspectivesPerspectivesPerspectives inininin thethethethe EvolutionEvolutionEvolutionEvolution ofofofof CorporateCorporateCorporateCorporate SocialSocialSocialSocial ResponsibilityResponsibilityResponsibilityResponsibility
There is no strong consensus, yet, on a definition for CSR (McWilliams et al.,
2006). However, by examining the evolution of corporate social responsibility over
decades, the author can conclude that CSR can be understood, not merely as a
concept, a construct, or a theory, but as a field of scholarship (Lockett et al., 2006).
Despite various important and influential concepts, the core of these debates is the
subject of the social obligations and impacts of corporations in society (Crane,
McWilliams, Matten, Moon & Siegel, 2009).
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Murphy (1978) reports that prior to the 1950s, there existed a “philanthropic” era,
in which companies donated to charities more than anything else, and such
philanthropists as John D. Rockefeller stepped forward to develop themes and
examples, which sets the foundation for CSR’s formal birth and growth in the last 50 to
60 years.
Corporate social responsibility, also known as social responsibility at that time,
began to take shape when Howard R. Bowen, called the “father of corporate social
responsibility” (Carroll, 2006), offered the initial definition of the social responsibility of
businessmen as “the obligation of businessmen to pursue those policies, to make those
decisions, or to follow those lines of action which are desirable in terms of the objectives
and values of our society” (Bowen, 1953, p. 6).
Keith Davis made cutting-edge contributions to the concepts of CSR (Carroll,
2009). Davis (1960) defined CSR as “businessmen’s decisions and actions taken for
reasons at least partially beyond the firm’s direct economic or technical interest” (p. 70).
He further argued that CSR initiatives could be justified by “a long, complicated process
of reasoning as having a good chance of bringing long-run economic gain to the firm” (p.
70), which was the first time that CSR was associated with corporations’ long-term
benefits and strategy.
Later in the 1970s, Harold Johnson (1971) described CSR as “conventional
wisdom,” that instead of striving only for maximizing interests of stockholders, a
responsible enterprise also takes into account employees, suppliers, dealers, local
communities, and the nation. This approach to defining CSR brings stakeholder theory
to the table and justifies as the major subject of this study, the particular stakeholder
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group of consumers, as an important group susceptible to business corporations’ CSR
initiatives.
In the same period of the 1970s, Carroll (1979) proposed a four-dimensional
definition of corporate social responsibility, which encompassed “the economic, legal,
ethical and discretionary expectations that society has of organizations at a given point
in time” (p. 500). He further explained that in order for firms to engage in CSR, they
must identify the different types of CSR that the business possesses; understand the
stakeholders to whom the firm has a responsibility, relationship or dependency; and
specify the strategy of responsiveness to these issues. Carroll (1991) further developed
his own earlier work and depicted a “pyramid of CSR,” with economic responsibility
forming the foundation, and the legal, ethical and philanthropic or discretionary
responsibilities building upon one another. Carroll (1979, 1991) argued that producing
goods that society needs and making an acceptable profit in the process were business
corporations’ principal role. Further, it is part of a corporations’ duty to perpetuate a
business system in society. On the second level of the pyramid, corporations are
expected to fulfill the “social contract” of business and society by complying with laws
and regulations promulgated by governments as ground rules under which a healthy
business system must operate. This was viewed by Carroll (1991) as “codified ethics.”
The third level of ethical responsibility embodies those standards, norms or
expectations that reflect a concern for what consumers, employees, shareholders, and
the community regard as fair, just, or in keeping with the respect or protection of
stakeholders’ moral rights, though not necessarily being codified into laws, such as
environmental issues, civil rights, and consumer movements which reflected basic
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alterations in societal values. The highest level of the pyramid encompasses the actions
that are in response to society’s expectation that business be good corporate citizens,
wherein business is expected to contribute financial and human resources to the
community and to improve the quality of life. This may include “(1) performing in a
manner consistent with the philanthropic and charitable expectations of society; (2)
assisting the fine and performing arts; (3) engaging managers and employees in
voluntary and charitable activities within their local communities; (4) providing
assistance to private and public educational institutions; and (5) assisting voluntarily
those projects that enhance a community’s quality of life” (Carroll, 1991, p. 41). This
pyramid is now one of the most commonly-cited definitions in CSR studies (Tian, Wang
& Yang, 2011).
CSRCSRCSRCSR inininin ThisThisThisThis StudyStudyStudyStudy
In defining CSR, after reviewing various perspectives, the author summarizes
several ideas that define CSR in this study. The CSR activities must be a part of
corporations’ long-term strategy in pursuit of companies’ long-term benefits. Moreover,
in this study, CSR activities must address various stakeholders, especially consumers.
And last, this study focuses most on the ethical and philanthropic level of corporate
social responsibilities in Carroll’s (1979, 1991) “pyramid of CSR.” Therefore, the
conceptual definition of CSR in this study is the ethical and philanthropic expectations
that society has, of organizations at a given point of time; and how corporations meet
these expectations and fulfill these responsibilities, in the way they reconcile
corporations’ objectives in pursuit of long-term interests, with their various stakeholder
groups’ objectives. (Carroll, 1979, 1991).
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On an operational level, the corporations discussed in this study refer to officially
registered commercial companies. The operational definition of social responsibilities
are extracted from the results of a previous content analysis of top 100 companies’
domestic and transnational website and CSR reports in China in 2007. In this content
analysis, Gao (2009) examined the social issues that large companies and stakeholders
of these large companies address. Gao (2009) coded and summarized all the social
issues addressed under the umbrella of the CSR pyramid (Carroll, 1979, 1991), and the
social responsibilities in the field of ethical responsibility, including: respecting social or
commercial culture; issuing guidelines for employees’ behavior; issuing guidelines for
businesses; advocating self-discipline; having a volunteer policy; possessing an energy-
saving policy and having environmental-pollution control. The social responsibilities in
the field of philanthropic responsibilities included: setting up charitable donations; giving
donations to charity; sponsoring college students; sponsoring civilization or sports;
donating to the Hope Project; donating to the disabled; donating to people beset by
disaster; and donating to effect alleviation of poverty (p. 30). The author of the present
study consequently adopts this operational approach to define the ethical and
philanthropic responsibilities discussed in this study.
ExistingExistingExistingExisting LiteratureLiteratureLiteratureLiterature aboutaboutaboutabout ConsumersConsumersConsumersConsumers’’’’ ResponseResponseResponseResponse totototo CSRCSRCSRCSR
ConsumersConsumersConsumersConsumers’’’’ GeneralGeneralGeneralGeneral ResponseResponseResponseResponse totototo CSRCSRCSRCSR
As an important stakeholder group, consumers’ attitude and response towards
CSR are well-researched in western academia. Most of the studies that aim to uncover
the impact of CSR on consumers’ attitude and behavior began to emerge around 2000
(Becker-Olsen, Cudmore & Hill, 2006, Bhattacharya & Sen, 2004, Folks & Kamins 1999,
Pirch, Gupta & Grau, 2007). The research varies from qualitative studies (Carrigan &
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Attalla, 2001) to quantitative studies (Brown & Dacin, 1997). And the research also
varies in variables and mediating factors. Noticeably, only a small amount of the existing
literature focuses on geographical regions outside of the western world (Bala & Yeung,
2009, Poolthong & Mandhachitar, 2009).
Brown and Dacin (1997), in one of the early studies of its kind, began by
researching how corporate social responsibility affects consumers’ evaluation on
products (service). They studied two kinds of corporate associations, corporate ability
(CA) and corporate social responsibility (CSR), respectively. The results reveal that both
CA and CSR influence consumers’ evaluation of a product, however, they do so in
different ways. CA appears to affect product evaluation through both product
sophistication and corporate evaluation, while CSR produces its effects mainly by
influencing consumers’ overall evaluation towards the company. Statistically, CSR has
shown a weaker association than CA with product association. But the effects were
found to exist. On the related issue of how corporations incorporated CA and CSR in
their strategies, Kim and Rader (2010) proposed a typology of corporate communication
strategy. Through a content analysis of 2008 Fortune 500 companies’ websites, Kim
and Rader (2010) found that even though there are industrial differences concerning
adoption of communication strategies, overall, a majority of corporate public relations for
Fortune 500 companies emphasize a CAb (Corporate Ability) communication strategy
over a CSR or hybrid strategy, whereas the top 100 Fortune 500 corporations focus on
a CSR strategy over the other two strategies.
Other scholars also have attempted to examine the manner in which consumers,
when forming attitudes about a firm, are influenced by information about a firm’s ethical
25
behaviors and product attribute information. Folks and Karmins (1999) found that
ethically-behaving firms can expect consumers to attribute a superior quality to their
product, depending on the type of product involved. Ethical behavior has less effect on
consumers’ attitude if the product is inferior. A qualitative study conducted by Carrigan
and Attalla (2001) also confirmed that consumers are in favor of firms’ ethical behavior.
Moreover, Carrigan and Attalla (2001) found that this favorable attitude does not
necessarily translate into purchase and the results implied that managers would need to
encourage the translation. At the same time, Mohr, Webb and Harris (2001) executed a
qualitative study generating the results that even though a majority of the respondents
were not committed to social responsible consumer behavior, most have at least
occasionally made a purchase decision based on such principles (p. 68).
Other scholars went further in studying CSR’s impact on consumers at the
behavioral level. Lichtenstein and Drumwright (2004) conducted a field-based survey
and three follow-up laboratory experiments with a fairly large sample. All four results
support their hypothesis that a good perception of CSR will generate and translate into
corporate benefits, that is, a more favorable evaluation of corporate conduct will result in
increased purchase behaviors. Taken together with results by Sen and Bhattacharya
(2001), they found strong support for the existence of positive direct and indirect effects
resulting from CSR, on such corporate benefits as increased purchase behaviors.
In the same year, Bhattacharya and Sen (2004) proposed a contingent
framework of CSR with three major findings: (1) there is significant heterogeneity across
consumers in their reactions to CSR initiatives, which means different consumers react
to CSR at different levels; (2) the impact of CSR initiatives on outcomes “internal” to
26
consumers (e.g., awareness, attribution and attitudes) is significantly greater and more
easily assessable than its impact on the “external” or visible outcomes (e.g., purchase
behavior and word-of-mouth); (3) the focal company is not the only one that benefits
from engaging in CSR; this mutually-beneficial relationship also provides advantages to
consumers and the social issues (p. 12). Bhattacharya and Sen’s (2004) first empirical
finding also coincided with Miller’s (1956) information-processing theory, which indicates
that awareness, i.e. “internal outcome,” is the first step of the process and the most
easily accessible, whereas a behavior change is the last step of the process and is
difficult to achieve after going through the whole process. Mohr and Webb (2005) further
confirmed this positive influence by conducting an experiment created to manipulate
CSR and price across two domains (environment and philanthropy). In all, Mohr and
Webb (2005) also found that CSR in both the environment and philanthropy domains
had a significant positive effect on evaluation of the company and purchase intent.
More scholars went further on the path of determining whether different kinds of
CSR activities would affect consumers differently (Becker-Olsen, Cudmore & Hill, 2006,
Ellen, Webb & Mohr, 2006 and Pirch, Gupta & Grau, 2007). Becher-Olsen, Cudmore
and Hill (2006) categorized CSR in terms of high-fit and low-fit initiatives, motivations
and proactive vs. reactive initiatives. Their study provides evidence that consumers do
react positively, in particular, towards proactive high-fit initiatives. Ellen, Webb and Mohr
(2006) also adopted different motives (strategic self-centered motive, egoistic self-
centered motive, values-driven other-centered motive and stakeholder-driven other
centered motive) as independent variables in studying consumers’ attributions on
corporate outcomes in response to CSR. The results indicate that consumers respond
27
most positively to CSR efforts they judged as values-driven and strategic while they
respond negatively to efforts perceived as stakeholder-driven or egoistic. Attributions
were shown to affect purchase intent. Different from the above, Pirch, Gupta and Grau
(2007) define CSR as a continuum with two endpoints: institutionalized programs and
promotional programs. Institutionalized CSR programs were found to be most effective
at increasing customer loyalty, enhancing attitude toward the company, and decreasing
consumer skepticism, whereas promotional CSR programs were found to be more
effective at generating purchase intent.
Seldom was research conducted outside of the western world on this topic until
recent years. Poolthong and Mandhachitara (2009) brought this subject to the Thai retail
banking industry. Their research indicates that customer expectation of CSR activities
was found to positively influence the perception of service quality (PSQ) and the
relationship between PSQ and trust confirms the significance of trust in a high-
involvement service context.
SummarySummarySummarySummary ofofofof thethethethe AboveAboveAboveAbove ReviewReviewReviewReview
This section is organized in chronological order to mark the development of
research on this topic. It is curious to observe that the study of CSR’s effects on
consumers has moved from simplicity to sophistication. Starting with qualitative
research on the mechanism between CSR and consumers, scholars reveal the impact
of CSR on consumers’ attitudes. Then the work progresses to the next level of
consumers’ behavioral studies. More sophisticated experimental designs and large
sample surveys are executed to determine how different kinds of CSR programs affect
consumers’ attitude and behavior. The more research is conducted, the more it confirms
that CSR has a positive impact on consumers’ attitudes and behaviors. Until recently,
28
study of this topic had not extended to such other regions than the U.S and Europe, as
China (Gao, 2009; Tian, Wang & Yang, 2011) and Thailand (Poolthong and
Mandhachitara, 2009). In studying this subject, the author of this article has elected to
follow the steps of previous researchers but to do so in a Chinese context.
CSRCSRCSRCSR inininin ChinaChinaChinaChina andandandand StudiesStudiesStudiesStudies ofofofof ChineseChineseChineseChinese ConsumersConsumersConsumersConsumers inininin TermsTermsTermsTerms ofofofof CSRCSRCSRCSR
CorporateCorporateCorporateCorporate SocialSocialSocialSocial ResponsibilityResponsibilityResponsibilityResponsibility inininin ChinaChinaChinaChina
After the tragedy of 13 Foxconn Technology workers committing suicide in 2011,
Foxconn Technology, which produces Apple Inc.’s iPads and iPhone in China, agreed
to improve the conditions of its 1.2 million workers in China (Retail Week, 2012). This
striking news has brought the Chinese domestic focal point back to CSR again, after the
2008 Sichuan earthquake, a milestone that drew the attention of the Chinese business
sector onto corporate social responsibilities.
The Chinese Academy of Social Sciences (CASS) published its Corporate Social
Responsibility Report Preparation Guide 2.0 in 2011 (Business and the Environment,
2011). Also the corresponding Chinese government sector, i.e. the Research Bureau of
the State-Owned Assets Supervision and Administration Commission (SASAC), has
also urged all state-owned enterprises (SOEs) to publish CSR reports by 2012. These
events mark that China is in the process of encouraging and regulating corporate social
responsibility, following the pace of the western world. While in the business sector,
China has seen a tremendous boost on the number of companies publishing CSR
reports, the quality of these reports remains far from satisfactory (Business and the
Environment, 2011).
In academia, the popularity of CSR is still growing. More and more scholars have
developed interests in studying CSR in a different, collective cultural setting and in
29
socialist political-economic environments (Chen & Zhang, 2009, Darigan & Post, 2009,
Wang, Qin & Cui, 2010 and Cai & Wheale, 2004).
Moon and Shen (2010) investigated the development of research in the field of
CSR in China. They found a rapidly-growing importance of CSR in China research,
albeit from a low base of “early concerns with ethical issues only to greater attention to
social, environmental and stakeholder concerns” (p.613). However, most of the studies
told the CSR stories from a corporate and governmental point of view, such as how
Chinese government regulates CSR and how corporations are communicating CSR in
China. Yet not many scholars have examined CSR from the consumers’ perspective, by
asking questions such as how Chinese consumers perceive and react to CSR.
Based on a content analysis of top 100 companies’ CSR reports and websites in
China in 2007, Gao (2009) asserted that CSR in China is still in the beginning stages.
Chen and Zhang (2009) held a critical attitude towards this current one-way reporting
method between Chinese companies and stakeholders, in terms of CSR
communications. Aimed at improving the format of one-way CSR reports, Chen and
Zhang (2009) did a thorough literature review of current CSR communication methods
and reporting systems in China in regards to various stakeholders of Chinese
companies and proposed a new model of Two-Way Communication on CSR
information (TWCCSR). Noticeably, Chen and Zhang (2009) point out that consumers,
as a stakeholder group, possess a higher level of significance to Chinese companies
then do their western counterpart, mainly due to the fact that in such a developing
country as China, improving profits has always been the priority of market-oriented
companies.
30
Another study questioning the CSR reporting system in China by Wang, Qin and
Cui (2010) indicated that the whole level of CSR performance is not high and the
disclosure breadth and depth are not deep to cover the stakeholder requirements and
corporate value. The paper articulated “there are lack of development in strategies and
specific mechanisms of corporate implying CSR, while there are more improved spaces
in the moral or voluntary implementation” (p.128).
ChineseChineseChineseChinese ConsumersConsumersConsumersConsumers’’’’ ResponseResponseResponseResponse totototo CorporateCorporateCorporateCorporate SocialSocialSocialSocial ResponsibilityResponsibilityResponsibilityResponsibility
Even though in terms of consumers’ response to CSR, there is a huge gap
between Chinese and western academia, there are articles on this topic published in
past five years both in industrial newspapers and academic journals.
Jean-Michel Dumont, chairman of Ruder Finn Asia, believed that “the 2008
Sichuan earthquake was a turning point for CSR in China, whichever sector you are in”
(Cosmetics International, 2010). According to the Asian research company, Albatross
Global Solutions, and public relations firm, Ruder Finn Asia (2010), more than two-thirds
of 1,000 luxury consumers surveyed across China, Hong Kong and Taiwan said a
luxury brand’s CSR would affect purchasing decisions. CSR was found to be particularly
important among the more educated shoppers with higher incomes (Cosmetics
International, 2010). Even though the report was confined to cosmetic brands, it still
demonstrated that consumers are being affected by CSR today in the Chinese high
fashion sector and business people have also started to pay attention.
In academia, scholars are trying to fill the gap between China and the western
world. Bala and Yeung (2009) conducted one of the earliest research on this issue by
answering questions such as (1) to what extent are Chinese consumers willing to
support firms that are socially responsible in their purchasing decisions? (2) how, why
31
and to what extent are there variations in this support among the Chinese compared to
their Western counterparts? (3) are Chinese consumers able to differentiate between
the various responsibilities of businesses as laid out by Carroll (1979)? The authors
replicated Maignan’s (2001) study as a springboard since Maignan (2001) considered
consumers’ perception of CSR in two European countries and United States through a
parallel survey of 169 French, 94 German and 145 U.S. consumers of the same
profession in order to make the results comparable. By comparing their results with
those of Maignan’s (2001), Bala and Yeung (2009) presented the finding that Chinese
consumers were more supportive of CSR compared to their Western counterparts;
Chinese consumers were able to differentiate levels in Carroll’s (1979) pyramid of
responsibilities; and economic responsibilities were most important to Chinese
consumers while philanthropic responsibilities are of least importance. This study
provides some preliminary insights into the attitude of Chinese consumers vis-à-vis
CSR, nevertheless it suffers from many limitations. First, the sample size in this study
was relatively small (n=136 in Shanghai and n=121 in Hong Kong). Second, the
respondents were selected mainly from banking and insurance companies in order to
ensure the comparability with Maignan’s (2001) results. Third, there is about seven
years of time lag between two compared studies; therefore it might not be fair to draw
the conclusion that Chinese consumers are more supportive of CSR than western
consumers. At last, this is a descriptive research with relatively simple design; it did not
incorporate other variables, such as attribution, trust, perceived service quality and
purchase intention. Therefore, it cannot fully bridge the academic gap on this topic.
32
A more recent study conducted by Tian, Wang and Yang (2011) is yet more
progressive in terms of applying existing theories and incorporating multiple variables.
By applying the Information-processing theory (IPT), Tian, Wang and Yang (2011)
proposed five important variables in their study, respectively, awareness, trust,
company evaluation, product association and purchase intention. This sophisticated
model also encompasses product category and consumer demographics as mediating
factors. The results found a generally positive link between CSR and consumers’
corporate evaluation, product association and purchase intention. In addition, as to the
mediating factors, this study found that there were no direct linear associations between
consumer demographics and their CSR response. Tian, Wang and Yang (2011)
successfully built a model, which describes and explains how Chinese consumers’ react
to CSR, and the study offers great inspiration to this paper. However, the study was
designed to use fictitious companies and thus eliminate the influence of the brand affect
on consumers’ decisions. However in real settings, consumers will inevitably be affected
by brand preference, especially in luxury consumption for hedonic values (Moon & Kim,
2012). Therefore, the author of this article will further improve the research design
based on Tian, Wang and Yang’s (2011) results by using real-life setting survey
instruments and adding the brand affect into researched variables.
LuxuryLuxuryLuxuryLuxury ProductProductProductProduct FocusFocusFocusFocus
DefiningDefiningDefiningDefining Luxury,Luxury,Luxury,Luxury, LuxuryLuxuryLuxuryLuxury BrandBrandBrandBrand andandandand LuxuryLuxuryLuxuryLuxury ConsumersConsumersConsumersConsumers
The word luxury derives from Latin word “luxus.” Like other ordinary English
words, it has been interpreted in various dictionaries. American Heritage Dictionary of
the English Language defines luxury as something inessential but conductive to
pleasure and comfort or something expensive or hard to obtain (Houghton Mifflin
33
Company, 2000). In the specific context of luxury consumption, researchers use “luxury”
to describe the top category of prestigious brands (Vigneron & Johnson, 2004). Luxury
brand refers to high quality, expensive and non-essential products and services that are
perceived by consumers as rare, exclusive, prestigious, and authentic and that offer
high levels of symbolic and emotional value (Tynan, McKechnie, & Chhuon, 2009). The
concept of a luxury brand was first defined by Vigneron and Johnson (2004) and then
further refined by Wiedman et al. (2007) as the highest level of prestigious brands that
provide several types of physical and psychological values. Vigneron and Jonhnson
(1999) argued that luxury brand is a multi-dimensional concept. Nueno and Quelch
(1998) identified six dimensions of luxury brand, including (1) excellent quality, (2) very
high price, (3) scarcity and uniqueness, (4) aesthetics and polysensuality, (5) ancestral
heritage and personal history and (6) superfluousness. Beverland (2004) created a
luxury brand model with the dimensions of product integrity, value-driven emergence,
culture, history, marketing and endorsement. Vigeron and Johnson (1999) identified five
dimensions as perceived conspicuousness, perceived uniqueness, perceived quality,
perceived hedonism and perceived extended self. Drawing on such five dimensions,
Vigneron and Johnson (1999) developed a BLI scale to measure luxury brand, a
measurement including 20 items such as conspicuous, elitist, expensive, wealthy,
exclusive, precious, rare, unique, crafted, quality and so on. Christodoulides and
Michaelidou (2009) evaluated the BLI scale using a real large luxury consumer sample
from Taiwan. Their empirical results suggest there exist some problems with the scale’s
psychometric properties and its equivalence across cultures.
34
HSBC Global Research (2011) published a report on worldwide luxury goods
consumption (Rambourg, Belge and Dargines, 2011). The report proposed a mass-
luxury pyramid (see Figure 2-1), which offers an operational definition of luxury brand
for this study. With this pyramid that naturally defines the level of luxury spending, the
author of the present study will be able to identify and compare luxury consumers at
different spending levels.
Corresponding studies have been conducted from the perspective of the luxury
consumer. Husic and Cicic (2009) found that luxury consumers perceive quality as a
brand determinant; a “snob effect” exists, meaning consumers purchase luxury products
to distinguish themselves; and luxury consumers behave similarly worldwide regardless
of economic or social environment. Choo, Moon and Kim (2012) further propose a
model of luxury consumer value, which includes aspects of utilitarian value (excellence
and function), hedonic value (aesthetics, pleasure and experience), symbolic value
(self-expressive and social) and economic value.
ChineseChineseChineseChinese LuxuryLuxuryLuxuryLuxury MarketMarketMarketMarket
The global market for luxury products has been upgrading steadily, from $20
billion in 1985 to $68 billion in 2000 (Economist, 2002), from a total amount of $80
billion in 2006 (Chadha & Husband, 2006) to estimates of $229 billion in 2009 (Dona-
aIlbo, 2010). China’s economy has grown tenfold since 1978 (Central Intelligence
Agency, 2008). With this growth, consumer incomes have increased and a group has
emerged, known as China’s “new rich” (Wu, 1997). Because of this rising generation of
affluent consumers, China is currently the most promising market for luxury brands (Li,
Li & Kambele, 2011). According to a recent forecast report by Bain & Company, the
global sales share of luxury brands decreased by 16% in the US, by 10% in Japan, and
35
by 8% in Europe, but the share increased by 12% in China in 2009. Data from the World
Luxury Association (WLA) show that the value of luxury goods expenditures in China
has increased by US $6 billion each year. A report by the iResearch consulting group
has predicted that China will become the largest trading and consuming partner for
global luxury brand companies in the five years following 2010 (Li, Li & Kambele, 2011,
p. 1516).
This multibillion-dollar market has also drawn scholars’ attention. Gao, Marjorie,
Zhang and To (2009) conducted the first study on the segmentation of Chinese
consumers to potentially target markets for luxury fashion goods. Henriksen (2009)
argued that both materialism and Confucianism work together to impact Chinese luxury
consumers. Li, Li and Kambele (2011) conducted an online and offline survey with 480
respondents in total, examining Chinese consumers' willingness to pay for luxury
fashion brands related to their fashion lifestyle and perceived value. The results indicate
that practicality, fashion, lifestyle, perceived social/emotional value, perceived utilitarian
value, and perceived economic value significantly influence Chinese consumers’
willingness to pay for luxury fashion brands. However, no academic literature appears to
exist concerning the impact of CSR on Chinese luxury consumers’ attitude and behavior.
VariableVariableVariableVariable FormationFormationFormationFormation UsingUsingUsingUsing Information-ProcessingInformation-ProcessingInformation-ProcessingInformation-Processing TheoryTheoryTheoryTheory
To create the variables to identify Chinese luxury consumers’ response to CSR
activities and to determine how or whether CSR influences Chinese luxury consumers’
attitude and behavior, the author adopted information-processing theory (IPT) to
examine the procedure of how people process CSR information. To really review the
history and application of information-processing theory, a review of the scientific
discipline under which it falls is necessary. By the middle of the 1950s, with the advent
36
of behaviorism, the building of experimental psychology as a scientific discipline had
reached a bottleneck. By 1960, after the creation of a series of conceptualizations in
experimental psychology, an interdisciplinary scientific field was born. Back then it was
given different names. At Harvard, it was called cognitive studies; at La Jolla it was
cognitive science; and at Carnegie-Mellon, it was called information-processing
psychology. The new cognitive science, as George A. Miller named it in a 1978 meeting
supported by the Sloan Foundation dedicated to build this new discipline, is an
interdisciplinary science involving psychology, philosophy, linguistics, anthropology,
neuroscience and computer science (Miller, 2003). And information-processing theory,
as an umbrella of many sub-models and theories, forms much of the basis of cognitive
psychology (Logan, 2000). In the Encyclopedia of Psychology, all sub theories and
models in the information-processing theory framework involve three kinds of
assumptions. They are, respectively, representation, process and architecture. (1) The
assumptions about representation claim that the environment provides the person with
information that the person encodes in some mental representation. This initial
representation itself then will serve as a basis for other representations that encode
certain aspects of the information available in the initial representation. Some
representations lead to thought, whereas others lead to action. (2) The assumptions
about process describe the mental operations of information that create representations
and transfer them from one to another. (3) The assumptions about architecture specify
the number and nature of the representations and processes, as well as the rules of
combination and the control structure. The architecture determines which processes
can communicate with each other and the manner in which they communication (Logan,
37
2000). Representation, process and architecture are the bases used to form all the
models in the information-processing theory framework. For example there can be box-
and-arrow models, stage models, mathematical models, production-system models and
connectionist models. But as Herbert A. Simon (1995), the Lifetime Contribution to
Psychology award winner, states, “they should not be viewed as competitive theories
but as modest different representations of the same underlying themes” (p. 507). To
conclude, using these different models, the very complex behaviors of the human expert
are produced by a small number of rather simple processes.
This general framework of information-processing theory has been widely applied
from tourism (Hyde, 2008), politics (Rudolph & Popp, 2007) and company management
(Egelhoff, 1991 and Gattiker, 2007) to online information security (Hann, Hui, Lee & Png,
200) and knowledge creation (Li & Kettinger, 2006). More commonly, it is applied to
study human attitudes and behaviors, particularly, those of consumers (Bethman, 1971
and 1979, Bethel, 1976 and Tian, Wang & Yang, 2011).
Hyde (2008) applied information-processing theory to provide an understanding
of the decision-making processes by which tourism-related products and services are
chosen in three pre-vacation phases of information searching, vacation planning and
vacation booking. In the field of politics, Rudolph and Popp (2007) analyzed the sources
of ambivalence toward political parties and candidates using information-processing
theory and found that ambivalence is linked to individuals’ information, motivation and
cognitive styles. Information-processing theory is also used in corporate management.
Gattiker (2007) has adopted an information-processing theory view to study enterprise
resource-planning systems and the manufacturing-marketing interface. Egelhoff (1991)
38
applied the theory to multinational enterprises, assuming a multinational enterprise is an
information processing system. A specific multidimensional framework is developed that
can be used to measure the information-processing capacities of macro-level features
of multinational companies’ organizational design. Li and Kettinger (2006) applied the
Problem Solver Model of information-processing theory to study knowledge creation.
They provided a framework based on this evolutionary information-processing theory to
aid practitioners in Information System design. Even in the field of Information
Technology (IT), scholars are using information-processing theory to investigate their
problems. Hann, Hui, Lee and Png (2007) summarized that in order to mitigate
consumers’ concerns regarding online privacy and personal-information security,
organizations have tried two ways: (1) by offering privacy policies regarding the handing
and use of personal information and (2) by offering benefits such as financial gains or
convenience. They further employed information-processing theory of motivation to
interpret the organizations’ above two actions. Even though the above literatures vary
dramatically in academic fields and models applied, it is obvious that all of the studies
assume their subjects are information-processing systems.
And although, occasionally, information-processing theory is used to study
organizational behavior (Egelhoff, 1991 and Gattiker, 2007), in most cases, it is used to
study individual’s cognitive processes. Use of the information-processing approach
involves predicting how an independent variable will be related to attitude change by
analysis of that variable’s likely effect on an individual learning the contents of the
social-influence communication (McCuire, 2000). This argument justifies the use of
information-processing theory in studying individuals’ cognitive processes and behavior.
39
Bettman (1979) dedicated an entire book to an information-processing theory of
consumer choice. This is a pioneering research, which applied information-processing
theory to consumer decision-making. It proposed a “dramatically new method of
conceptualizing and measuring the way in which consumers acquire and processed
information” (Ross, 1979). And although titled theory, Bettman (1979) is more an
exposition of a framework or schema for understanding the choice processes. Also,
Hughes (1974) criticized Bettman’s approach as having weakness in generalizing
results across individuals and situations. Therefore, this paper adopts a model under
the information-processing umbrella, which has much better generalizability.
According to Miller (1956), a human being can be considered as an information-
processing system, and the process includes the following stages: personal focus of
attention -> encoding and judging in short-term memory -> recoding and reasoning
through retrieving long-term memory -> making a behavioral response. Based on this
model, Tian, Wang and Yang (2011) applied five variables corresponding to these
processes in studying consumers’ response to CSR: awareness of CSR, trust of CSR,
company evaluation and product association, and purchase intention. As a result, their
own framework was built and tested upon Miller’s (1956) information-processing model.
Due to the industry investigated in the present study, the author slightly modified Tian,
Wang ang Yang’s (2011) framework and proposed five variables: awareness of CSR,
trust of CSR, perceived service quality (PSQ), brand affect and purchase intention. The
corresponding relationship is demonstrated in Figure 2-2. These variables are also
derived from Miller’s (1956) information-processing model. In the first stage, the focus of
attention corresponds with awareness of CSR. It is in the second stage that first-time
40
encoding occurs, which means that this is when there is encoding of information
concerning CSR activities and judgment about the CSR information takes place. Also,
this second stage of Miller’s (1956) model corresponds to the trust of CSR. In the third
stage, the author of the present study modified Tian, Wang and Yang’s “2011”
framework, where they translate “recoding and judging from long-term memory” into
“company evaluation and product association.” In this study, perceived service quality
and brand affect are applied, because the design of this study uses real companies of
respondents’ choice, which allows the author to measure perceived service quality and
brand affect, whereas previous research applied only fake companies in the survey
instruments.
VariablesVariablesVariablesVariables
AwarenessAwarenessAwarenessAwareness
According to IPT (Miller, 1956), consumers’ awareness of CSR is the first stage
of processing information and a key prerequisite to obtain their positive reactions to
such activities. Awareness of CSR simply refers to consumers’ knowledge and
perception of CSR activities during actual consuming behaviors (Pomering & Dolniar,
2009 and Tian, Wang & Yang, 2011). It has been a variable in studying consumers’
response to CSR initiatives since the early research. However Mohr, Webb and Harris
(2001) noted that academic research into consumer response to CSR typically either
assumed consumers awareness, or artificially created it under experimental conditions
(e.g. Brown & Dacin, 1997 and Sen & Bhattacharya, 2001).
Later, scholars began to empirically examine consumers’ awareness level of
CSR in reality and to follow the consequences of this awareness level. Bhattacharya
and Sen (2004) found that from both focus groups and survey research, there is
41
significant heterogeneity among consumers in terms of awareness and knowledge of
companies’ CSR activities. They also concluded that the current low levels of general
awareness are a key block for companies looking to reap the positive benefits of
engaging in such initiatives (p. 14). Pomering and Dolniar (2009) also measured
consumers’ awareness level specifically in the Australian banking industry. The general
awareness of CSR initiatives in this study was measured using questions, such as
“[A]re you familiar with any initiatives your bank is involved in which are aimed at
improving social or environmental conditions in your community? (p. 290)” The results
indicated a low awareness level in this research context. Other scholars measure
consumers’ awareness of CSR on a statistically more powerful scale. Based on the five
measures of Maignan (2001), Lee and Shin (2010) measured consumers’ awareness of
CSR on a nine-measure Likert scale, including local economic development, consumer
protection, social welfare, donations, education, environmental protection, culture
activities, local development and local community involvement (p. 194). The results
indicate there exists a positive relationship between the consumer’s awareness of CSR
activities and consumers’ purchase intention.
To test the awareness level of CSR among Chinese consumers, Q1 and Q2 are
developed:
Q1: Is there a significant difference among respondents with different levels ofeducation in terms of awareness level of CSR?
Q2: Is there a significant difference in the awareness of CSR for Chinese luxuryconsumers at different spending levels?TrustTrustTrustTrust
Trust is an important prerequisite in developing and maintaining relationships
(Chiou & Droge, 2006; Doney & Cannon, 1997 and Morgan & Hunt, 1994). In all kinds
of relationship studies, trust is not only a crucial variable in interpersonal relationships,
42
but also an attitude between individual and an organization; between organization and
organization; and even between intangible parties, such as individual and brand
(Delgado-Ballester & Munuera-Aleman, 2001). Trust is defined as a willingness to rely
on an exchange partner in whom one has confidence (Moorman, Zaltman, and
Deshpande 1992). This definition is accepted by the author of this study because it
spans the two general approaches to trust: first, trust in marketing research is viewed as
trustworthiness that results from the partner’s expertise, reliability, or intentionality;
second, trust has been viewed as a behavioral intention or behavior that reflects a
reliance on a partner and involves vulnerability and uncertainty on the part of the party
who is doing the trusting (Moorman, Deshpande & Zaltman, 1993).
In consumer relationship studies in particular, trust has been found to interact
with many other variables, both being influenced and influencing others. Delgado-
Ballester and Munuera-Aleman (2001) related consumers’ trust to satisfaction and
loyalty in a brand-consumer relationship research. The results suggest the key role of
brand trust as a variable that generated customers’ commitment especially in a situation
of high involvement. Chaudhuri and Holbrook (2001) found that consumers’ trust and
brand affect combined to determine purchase loyalty and attitudinal loyalty.
Further, there are many scholars who attempted to bring in trust, as a mediating
variable, to explain why CSR is positively linked to corporate performance measures
(Aueveque, 2005; Poolthong & Mandhachitara, 2009 and Tian, Wang & Yang, 2011). In
a case study of organic food, the results indicate that CSR influenced consumer trust
and the trust in turn influenced consumers’ subsequent actions, i.e. attitude and
behavior change (Pivato, Misani and Tencati, 2008).
43
In previous literature on trust studies, various methods of measurement have
been proposed and successfully applied. In an attempt to build a framework of trust in
market research relationships, which mainly focused on the factors that determined
users’ trust in their research, Moorman, Deshpande and Zaltman (1993) measured the
construct of trust as one-dimensional. Hess (1995) proposed a measure of trust
encompassing the three dimensions of altruism, honesty and reliability (Poolthong &
Mandhachitara, 2009). Doney and Cannon (1997) also treated trust (of salesperson and
selling firms) as a uni-dimensional construct, but with two sub-dimensions of credibility
(based on a partner’s expertise and reliability) and benevolence (focused on the
motives and intentions of the partner). Unlike others, Sirdeshmukh, Singh and Sabol
(2001) applied a multi-dimensional conceptualization for the construct of trust, and one
that involved frontline employee (FLE) behaviors and management policies and
practices (MPPs) as distinct facets.
Based on the previous research on trust, H1 and Q3 are formed:
H1: Chinese luxury-consumers’ awareness of CSR has a positive correlation withtrust of CSR activities.
Q3: Is there a significant difference in the trust of CSR for Chinese luxuryconsumers at different spending levels?
PerceivedPerceivedPerceivedPerceived SSSServiceerviceerviceervice QualityQualityQualityQuality
Perceived service quality is now considered a critical success factor that affects
an organization’s competitiveness, and that allows an organization to differentiate itself
(Gournaris, Stathakopoulos & Athanassopoulos, 2003). According to Zeithaml (1988),
perceived service quality is defined as “the consumer’s judgment about a product’s
overall excellence or superioity” (p.3). Customers do not assess service quality only on
its outcome (Kotler, 2008). Scholars generally recognize that customer perception of
44
quality is based on one or more cues (Andreassen & Lindestad, 1998). Especially in
luxury consumption, consumers require more than just functional value (Arghavan &
Zaichkowsky 2000). Luxury consumers will consider other aspects when evaluating the
service quality, such as efficiency, fulfillment, and responsiveness (Turk, Scholz &
Berreshim, 2012).
CSR is found to associate with perceived service quality in many studies.
Rummell (1999) used The Body Shop to illustrate that its use of natural ingredients and
environmentally friendly practices has had positive associations with consumer
perception of its products. Sen and Bhattacharya (2001) found that consumers are
sensitive to the implications of CSR activities and the company’s ability to exceed
expectations. Garcia de los Salmones et al. (2005), for example, found that consumers’
perception of CSR behavior could have direct consequences on their assessment of the
service and PSQ. PSQ has also been proven to affect trust in the Thai banking industry
(Poolthong & Mandhachitara, 2009).
As an operational construct, measures of perceived service (product) quality vary,
depending upon the researcher’s objectives, industry under investigation, the status of
the economy of the country and so on (Poolthong & Mandhachitara, 2009). Berry (1983)
proposed that the attributes of search (before service consumption takes place),
experience (when actual service experience occurs) and credence (i.e. the financial
stability of the firm) as used to make an assessment by consumers’ to perceive quality.
Gournaris, Stathakopoulos and Athanassopoulos, (2003) proposed a framework of
antecedents to perceived service quality, including word-of-mouth communication,
comparison shopping, personal relationships and perceived market orientation. Among
45
all, the most well-known and widely applied measurement is the SERVQUAL model
proposed by Parasuraman, Zeithaml and Berry (1988). This model is a construct of 22
items representing five dimensions of service quality, namely, tangibles, reliability,
responsiveness, assurance, and empathy (Parasuraman, Zeithaml & Berry, 1988). This
model is later applied in such service industries as the banking industry (Poolthong and
Mandhachitara, 2009) and the mobile industry (Garcia, Crespo and del Bosque, 2005).
One recent study worth mentioning is a measurement method of service quality in
online luxury goods retailing, proposed by Turk, Scholz and Berresheim (2012). This
framework adapted the E-S-Qual measures, which were also proposed by
Parasuraman et al. (2005), with a few changes according to the industry characteristics
and finally incorporated four scales of efficiency, site design, product information and
fulfillment (p. 92). Concerning trust of CSR, H2-H3 and Q4 are formed:
H2: Chinese luxury-consumers’ awareness of CSR has a positive correlation withPSQ.
H3: PSQ is positively associated with Chinese luxury consumers’ trust.Q4: Is there a significant difference in PSQ for Chinese luxury consumers at
different spending levels?
BrandBrandBrandBrand AffectAffectAffectAffect
Brand, as an important asset of companies, has also received considerable
academic attention in the past research. There are several theoretical frames proposed
around the construct of brand (Chaudhur & Holbrook, 2001). By humanizing brand,
Fournier (1998) conducted a preliminary research on forming brand-customer
relationship theory. Fournier (1998) suggested that a durable relationship between
brand and customer should possess the qualities of love/passion, self-connection,
commitment, interdependence, intimacy and partnership (p. 366). Chaudhuri and
46
Holbrook (2001) proposed a theoretical framework that brand trust and brand affect
combined to determine brand loyalty (purchase loyalty plus attitudinal loyalty) through
an empirical study. Chaudhuri and Holbrook (2001) conceptualized brand affect, “as a
brand’s potential to elicit a positive emotional response in the average consumer as a
result of its use” (p. 82). Following Chaudhuri and Holbrook (2001), Sung and Kim (2010)
found that brand personality could also influence brand affect. Empirical evidence
supported a theory that excited and sophisticated brand personalities tend to influence
brand affect on a high level.
Meanwhile, previous scholars have also researched the interaction between CSR
and brand loyalty and brand affect. Marin, Ruiz and Rubio (2009) examined the
relationship between CSR and brand affect via mediating factors of company evaluation,
identity attractiveness and consumer-company identification. The positive relationship
was found to exist. He and Li (2011) suggested a similar result. Poolthong and
Mandhachitara (2009) applied the same definition of brand affect as Chaudhuri and
Holbrook’s (2001). Their empirical study supported the positive relationship between
CSR and brand affect; and trust and brand affect in the Thai banking industry.
H4: Chinese luxury-consumers’ awareness of CSR has a positive associationwith brand affect.
Q5: Is there a significant difference in brand affect for Chinese luxury consumersat different spending levels?
H5: Trust is positively associated with brand affect in luxury consumption inChina.
PurchasePurchasePurchasePurchase IntentionIntentionIntentionIntention
Purchase intention (PI) is one of the most frequently researched dependent
variables in recent CSR literatures (Tian, Wang and Yang, 2011). Purchase intention is
found to be influenced mostly by consumers’ perceived level of CSR actions rather than
47
the objective level of firm’s CSR actions (Becker-Olsen, Cudmore and Hill, 2006). In the
above literature, purchase intention has been researched or conceptualized as a part of
another construct, such as brand loyalty (Chaudhuri & Holbrook, 2001; He & Li, 2011;
Marin, Ruiz & Rubio, 2009), as well as an individual variable (Poolthong &
Mandhachitara, 2009; Tian, Wang & Yang, 2011). Previous literature has provided
evidence that purchase intention exists as both direct external outcomes of CSR
(Bhattacharya & Sen, 2004), a consequence of CSR awareness (Lee & Shin, 2010),
trust (Pivato, Misani & Tencati, 2008) and perceived service quality (Poolthong &
Mandhachitara, 2009).
In the specific context of luxury consumption, Hung, Chen, Peng and Hackley
(2011) highlighted two antecedents of luxury goods purchase intention: perception and
social influence. The results indicate that purchase intention of luxury products is
primarily associated with social influence (peer recognition); physical and achievement
vanity; functional, experimental and symbolic value. Particularly, this empirical study
was conducted with a large sample of 1380 luxury consumers from Taiwan, China,
which is almost the same population setting with that of the present study.
H6: Trust has positive correlation with Chinese luxury consumers’ purchaseintention.
H7: Chinese luxury consumers’ perception of service quality has a positivecorrelation with their purchase intention.
H8: Brand affect has a positive correlation with Chinese luxury consumers’purchase intention.
Q6: Is there a significant difference in purchase intention for Chinese luxuryconsumers at different spending levels?
ConceptualConceptualConceptualConceptual FrameworkFrameworkFrameworkFramework
According to the literature reviewed above, a framework of how CSR influences
Chinese luxury consumers’ attitude and behavior is proposed (Figure 2-3).
48
Figure 2-1. The mass-lux pyramid (Source: HSBC, 2012)
49
Awarenessof CSR
BrandAffect
PSQTrust of CSR PurchaseIntention
Focus ofAttention
Encoding;Judging fromShort TermMemory
Recoding;Judging fromLong TermMemory
BehavioralResponse
Figure 2-2. Variables
50
BrandAffect
PurchaseIntention
Trust ofCSR
Awarenessof CSR
PerceivedServiceQuality
H4
H1
H2
H5
H3
H6
H8
H7
Figure 2-3. Conceptual framework
51
CHAPTER 3METHODOLOGY
ResearchResearchResearchResearch andandandand SSSSampleampleampleample MethodsMethodsMethodsMethods
Since this study aims to provide quantitative answers to the hypotheses and
research questions, a quantitative analytical survey was conducted to collect data.
Analytical surveys allow researchers to examine the interrelationships among variables
and to develop explanatory inferences. The survey method is so widely applied in the
field of mass-communication research, because it has the advantages of (1) providing
realistic settings when investigating problems; (2) providing high cost-efficiency
considering the amount of information gathered; (3) providing the ability to examine
many variables in one survey; and (4) providing an ability to overcome the boundaries
of geographical areas (Wimmer & Dominick, 2011, p. 185). However, since variables
cannot be manipulated in the way they are in laboratory experiments, the author of the
present thesis can only examine the correlations between the variables, not the
influence of independent variables.
To test the hypotheses and answer the research questions, the present thesis
requires a sample set of Chinese luxury consumers. Due to the fact that the
requirements of a random sample are beyond available time constrains and budget, the
author of the present thesis adopted a non-probability sample. Meanwhile, this study is
the first of its kind and by its nature, it is exploratory. Therefore, a non-probability
sample is acceptable and satisfactory for this study. This survey study used a
convenience sample of mall interception for sample recruitment. During the late 1980s,
mall intercepts became “one of the most popular research approaches among
marketing and consumer researchers” (Wimmer & Dominick, 2011, p. 209). Although
52
mall interception uses convenience sampling so the sampling error cannot be
determined, it is highly suitable for the present study. As the study requires luxury
consumers at different purchasing levels, it’s easy for the researcher to target and
identify qualified respondents in certain malls. For example, there is a large possibility
that an approached respondent in a high-end luxury mall is identified as a qualified high-
level luxury consumer.
Since the education levels of respondents and their ability to comprehend
English questionnaires were expected to vary, therefore all distributed questionnaires
were translated into Chinese for the sake of readability.
SampleSampleSampleSample IdentificationIdentificationIdentificationIdentification andandandand SamplingSamplingSamplingSampling ProcedureProcedureProcedureProcedure
In order to minimize the sampling bias, two cities of different geographical areas
and scales are chosen to sample luxury consumers at different purchasing levels.
Beijing is the capital of China. It is located in the east middle of China and in
2010, had a total population of 20,186,000. It is now one of the world’s best-recognized
metropolitan areas. The luxury market of Beijing is also prospering, which counts for
16.2% of the entire Chinese luxury market share, second only to Shanghai. Consumers
have access to almost all of the top luxury brands, such as Prada, LV and Chanel, in
Beijing high-end malls. For example, there are 8 Gucci stores, 3 LV stores and12
Chanel stores located in different business centers and high-end malls. Luxury
consumers at high purchasing levels in Beijing were recruited in the most high-end
malls, such as The Palace, China World Mall and Oriental Plaza. Luxury consumers at
relatively low purchasing levels were recruited in relatively low-end malls, such as Gate.
53
Harbin is another city chosen in this study. Harbin is the capital of Heilongjiang,
the most northeastern province of China. It has a population of 10,635,971 (as of the
2010 census) and is the second largest province capital in China. Although less
developed than Beijing, Harbin also has a large demand for luxury products. Luxury
consumers at high purchasing level in Harbin were recruited in two high-end malls,
MYKAL and Charter Shopping Center. Luxury consumers of relatively low purchasing
level will be recruited in Qiulin Mall and Grand Shopping Center.
Researchers prepared clipboards for respondents. During sampling, every third
female consumer passing by the researcher was approached. Since the majority of the
consumers on site were expected to be female, to balance gender composition in the
sample sets, and reduce sampling bias, all male consumers passing by were
approached if the researcher was available. This method applied to all the sampling
spots in Beijing and Harbin.
The operational definition was provided in the questionnaire, so that all
respondents would have a unanimous standard to evaluate the meaning of “luxury
products” in this study. To identify the luxury consumer, respondents would be asked, in
a few questions on the questionnaire, “Have you ever purchased luxury products?” and
“How often do you purchase luxury products?” Those who purchase luxury products at
least once a year were considered luxury consumers. In addition, consumers’ luxury-
spending level will be measured by questions such as, “How much do you spend on
luxury products a year?” and by the choices of their frequently purchased luxury brands.
54
VariableVariableVariableVariable MeasurementsMeasurementsMeasurementsMeasurements
Most of the measurements of constructs involved are discussed in the literature
review. Based on the previous literature, the author of this study adjusts some
measurements to the specific requirements of this study and all the variable
measurements used in pre-test are listed in Figure 3-1.
AwarenessAwarenessAwarenessAwareness ofofofof CSRCSRCSRCSR
The awareness and knowledge of CSR will be examined on ethical and
philanthropic levels. According to Gao (2009), there are six items on the ethical level
and eight items on the philanthropic level; all the items are introduced in the literature
review section. In the pretest, respondents will be asked whether they are aware of
these items addressed by the brands they favor. Finally, the measurements of
awareness of CSR are narrowed down to four items.
TrustTrustTrustTrust ofofofof CSRCSRCSRCSR
According to Hess (1995), trust has two sub-dimensions of credibility and
benevolence. Credibility is further measured by expertise and reliability; benevolence is
further measured by motives and intentions. Each item will be measured with a 5-point
Likert scale. In this section, the variable trust refers to trust of CSR. Credibility refers to
the brand’s expertise and reliability in achieving the CSR activities it claims to
accomplish. And benevolence refers to the motives and intentions behind the CSR
activities.
PerceivedPerceivedPerceivedPerceived ServiceServiceServiceService QualityQualityQualityQuality (PSQ)(PSQ)(PSQ)(PSQ)
The measurement of perceived service-quality will adopt the SERVQUAL model
proposed by Parasuraman, Zeithaml and Berry (1988). Five dimensions are examined,
55
including tangibles, reliability, responsiveness, assurance and empathy. However, the
author of the present thesis modified the 22-item scales, due to the distinct
characteristics of luxury industry. Choo, Moon and Kim (2012) further proposed a model
of luxury consumer value, which includes aspects of utilitarian value (excellence and
function), hedonic value (aesthetics, pleasure and experience), symbolic value (self-
expressive and social) and economic value. Therefore, the measuring items will be
modified in order to match these values. In the dimension of tangibles, respondents will
be asked to rate 4 items on a five-point Likert scale, such as “This brand has excellent
quality,” and “This brand has good functional value.” In the dimension of reliability, three
items will be rated on a five-point Likert scale, such as “the quality of this brand’s
products is dependable” and “this brand keeps its promises.” In the dimension of
responsiveness, two items, “I receive prompt service from this brand” and “employees
of this brand are always willing to help” are measured. Three items are applied to
measure assurance. Respectively, they are: “I can trust the employees of the brand,” “I
feel safe in the transactions with the brand” and “employees get adequate training from
the brand to do their job well.” Finally in the dimension of empathy, respondents will be
asked to rate items also on a five-points Likert scale, such as “using products from this
brand helps me show who I am,” “this brand understands consumer’s needs” and “this
brand has consumers’ best interest at heart.”
The sub-dimension of reliability in this section is different from the measurement
item under the variable of trust. The reliability, here, refers to the reliability of the
qualities of the brand’s products or services. Therefore, they are different constructs and
aimed to measure different variables.
56
BrandBrandBrandBrand AffectAffectAffectAffect
Fournier (1998) proposed passion, self-connection, commitment,
interdependence, intimacy and partnership to measure consumer-brand relationship.
The same six items of passion/pleasure, self-connection, commitment, interdependence,
intimacy and partnership are also applied in the present thesis. In the pretest,
respondents will be asked to rate these six items on a five-point Likert scale. And then
the items are modified into four.
PurchasePurchasePurchasePurchase IntentionIntentionIntentionIntention
Measurements of purchase intention involve three items, respectively, “if I am
planning to buy a product of this brand’s type, I will choose this brand,” “there is a great
possibility I will purchase this brand” and “I’m willing to pay a little more for this brand”
(Tian, Wang & Yang, 2011).
RefinedRefinedRefinedRefined MeasurementsMeasurementsMeasurementsMeasurements
Pre-test among Chinese students on campus was conducted to test the survey
instrument. As result of the pre-test, the survey instrument is refined according to the
feedbacks from pre-test participants and pre-test data. Measurements for purchase
intention and trust of CSR remain unrevised. Meanwhile, questionnaire items designed
to measure awareness of CSR, perceived service quality and brand affect are refined
(Appendix A).
DataDataDataData CollectionCollectionCollectionCollection
Samples were drawn from four high-end shopping-mall visitors in Beijing and
Harbin. Visitors were approached in the mall entrances or cafeterias and restaurants
57
located in the targeted high-end malls. Data collection lasted for one month from
January 2nd to January 31st, 2013, with a response rate of 13.4%. A total number of 352
questionnaires were collected, among which 351 were found usable.1 During the data
collection process, the researcher had to explain the definition of CSR occasionally to
the respondents by naming some well-known examples of CSR activity in China to help
respondents understand the questions. A total of 156 females, or 44.4% of all
participants, completed the questionnaire. Male participants totaled 195, or 55.6% of all
participants. The majority of the respondents, or 46.7%, are in the age group 25 to 34.
The second-largest group of respondents, or 27.6%, is in the age group of 35 to 44. The
rest of the respondents are from the age group of 45 to 54 (13.4%), 24 and under (8.8%)
and 55 and above (3.4%). In terms of educational backgrounds, the majority, or 62.7%
of the respondents, has attended junior college or college. About 39.5% of the
respondents have a master’s degree. Respondents with a doctoral degree, technical
secondary school or high school diploma, represent 3.4% and 3.1%, respectively. Only
one respondent had a middle school diploma or less.
In terms of luxury purchases, 89.5% (314) of the respondents said they had
made a luxury purchase. The rest claimed that they had never purchased any of the
luxury brands provided in the questionnaires. All the respondents spread relatively even,
not exactly—the curve is not normal, throughout nine levels of annual luxury products
expense, ranging from 0–2,000 RMB/year to above 100,000 RMB/year. The
demographic characteristics of the survey samples are listed in Table 3-1.
1 The dropped questionnaire was not usable, because only 5 items in that questionnaire were filled out,with the rest left incomplete.
58
From the sampling procedure, the researchers observed that elderly mall visitors
approached were less willing to participate in the survey, which directly leads to the
result that the education level of all survey samples is significantly higher than that of
the whole population, because elderly individuals in China tend to have lower education
levels. In addition, people with lower education levels usually have problems completing
questionnaires, and so tend to drop out in the middle of the process.
59
Figure 3-1. Variables measurement
60
Table 3-1. Demographic characteristics of the survey sample (n=351)
Demographics Percentage Demographics Percentage
GenderAnnual luxury productsexpense RMB/Year (USDollars/Year)
Female 44.4%0 - 2,000(0-322)
12.3%
Male 55.62,001 - 5,000(323-804)
9.1
5,001 - 10,000(805-1,609)
10.5
Age10,001 - 15,000(1,610 - 2,413)
6.6
24 and under 8.8%15,001 - 20,000(2,414 - 3,218)
8.0
25 - 34 46.720,001 - 30,000(3,219 - 4,826)
23.1
35 - 44 27.630,001 - 50,000(4,827 - 8,044)
19.1
45 - 54 13.450,001 - 100,000(8,045 – 16,088)
10.0
55 and above 3.4 Above 100,000 1.4(Above 100,000)
Education
Middle school and under 0.3%
Technical secondary or high school 3.1
Junior college or undergraduate school 62.7Graduate school 33.9
61
CHAPTER 4FINDINGS
DataDataDataData AnalysisAnalysisAnalysisAnalysis
After initial examination and necessary recoding1, all data and hypotheses are
analyzed and tested with SPSS 21.0.
ReliabilityReliabilityReliabilityReliability andandandand ValidityValidityValidityValidity AnalysisAnalysisAnalysisAnalysis
The author conducted reliability analysis via SPSS 21.0 to test the reliability of
the data collected. Results show that for the four measurements of awareness of CSR,
Cronbach’s Alpha is .65, which is less than acceptable for this study. In order to achieve
an acceptable rate, the author decided to drop Item 4 (I buy those products that are fine,
regardless of whether the provider is socially responsible or not).
After recoding data, Cronbach’s Alpha of all constructs -- awareness of CSR,
trust of CSR, brand affect and purchase intention are, respectively, 0.73, 0.89, 0.90 and
0.83, all of which are higher than the recommended level, which is 0.60 (Bagozzi and Yi,
1988) and are considered good for further analysis. The author went on to perform the
Kaiser-Meyer-Olkin measure of sampling adequacy and Bartlett’s test of sphericity,
considering the 15 items used to measure PSQ. The results show that KMO (0.923) and
Bartlett’s test of sphericity (Sig. <0.05) are all satisfactory for factor analysis.
PreparationPreparationPreparationPreparation ofofofof DataDataDataData AnalysisAnalysisAnalysisAnalysis
After performing principal axis, oblique rotation factor analysis on PSQ, two
factors are extracted using a 1.0 eigenvalue criterion and concluded as (1) brand
performance, which includes the brand’s employees’ performance, product quality, etc.,
and (2) consuming experience, which explains how respondents feel about using the
1The author recoded one item, by reversing the answer so that all high numbers could reflect high value.
62
brand’s products and their personal experience. Most of the factors loading are over 0.6
and considered good for further analysis (Table 4-1). Therefore, these two factors are
used to reflect consumers’ response on perceived service quality.
Indices for other four constructs, including awareness of CSR, trust of CSR,
brand affect and purchase intention, are created in order to perform further analysis. For
example, five items in total were designed to measure consumers’ trust of CSR. The
average score of these five items is calculated and the result is used as the index to
reflect consumers’ trust of CSR. The same calculation process was performed on
awareness of CSR, brand affect and purchase intention.
In order to study the responses from participants of different spending levels, a
new summed categorical variable is created from the normalized items of “how many
times do you make purchases from the luxury brands?” and “how much do you spend
annually on the luxury brands?” The categorization was into three equally-sized groups
of “low luxury-spending level (<-0.51),” “moderate luxury-spending level” and “high
luxury-spending level (>0.91)” (Table 4-2).
ResearchResearchResearchResearch HypothesesHypothesesHypothesesHypotheses andandandand QuestionsQuestionsQuestionsQuestions
In order to test the research hypotheses, correlation analysis among all five
constructs is performed with the one-third of the sample of those who are at the “high
luxury-spending level.” The results are shown in Table 4-3.
According to the correlation test results, all hypotheses are supported and the
assumptions in the proposed framework are supported to different degrees (Figure 4-1).
Hypothesis 1 states that Chinese luxury-consumers’ awareness of CSR has a
positive correlation with trust of CSR activities. This hypothesis is supported (r = 0.56,
p<0.01). Hypothesis 2 states that Chinese luxury-consumers’ awareness of CSR has
63
positive correlation with PSQ. Both brand performance and consumption experience are
considered to test this hypothesis. The results show that awareness of CSR has
moderate positive correlations with brand performance (r = 0.38, p < 0.01) and
consumption experience (r = 0.32, p < 0.01). Hypothesis 3 states that PSQ is positively
associated with Chinese luxury-consumers’ trust. For the two factors reflecting PSQ,
brand performance is strongly correlated with trust of CSR (r = 0.68, p < 0.01) and
consumption experience is moderately correlated with trust of CSR (r = 0.44, p < 0.01).
Hypothesis 4 assumes that Chinese luxury-consumers’ awareness of CSR has a
positive association with brand affect, and is also supported (r = 0.35, p < 0.01).
Hypothesis 5 states that trust of CSR is positively associated with brand affect in luxury
consumption in China. The results support this hypothesis (r = 0.59, p < 0.01).
Hypothesis 6 – Hypothesis 8 are designed to study the correlations between purchase
intention and brand affect, trust of CSR and PSQ. Brand affect is strongly associated
with purchase intention (r = 0.78, p < 0.01); trust of CSR is moderately correlated with
purchase intention (r = 0.51, p < 0.01); PSQ (brand performance) and PSQ
(consumption experience) are both strongly correlated with purchase intention (r = 0.74,
p < 0.01; r = 0.72, p < 0.01).
In all, for Hypothesis 1, Hypothesis 5 and Hypothesis 6, the associations appear
to be moderate; for Hypothesis 2 and Hypothesis 4, the associations appear to be weak;
and for Hypothesis 7 and Hypothesis 8, the associations between the constructs
involved are considered strong. Interestingly, for Hypothesis 3, trust of CSR correlates
with PSQ to different degrees, considering the two different factors. In terms of
consumption experience, the association between trust of CSR and PSQ (consumption
64
experience) is moderate (r = 0.44, p<0.01), whereas the association in terms of brand
performance is strong (r = 0.68, p<0.01).
After performing the significance test of the difference between two correlation
coefficients, the results indicate that compared to trust of CSR, awareness of CSR has
significantly stronger correlations with brand affect (Z = 2.35, df = 118, p < 0.01) and
PSQ (brand performance, Z = 3.23, df = 118, p < 0.001). As to two factors of perceived
service quality, brand performance has significantly higher correlation with trust of CSR
than consumption experience (Z = 2.68, df = 118, p < 0.01). The correlations between
the two factors of PSR and awareness of CSR are not significantly different (Z = 0.51, df
= 118, p = 0.31).
In order to answer the proposed research questions, one-way ANOVA is
performed.
For Question 1, “Is there a significant difference among respondents with
different levels of education in terms of awareness level of CSR,” the result shows that
the difference in awareness of CSR among consumers of different education levels is
not significant (F (3, 348) = 0.93, p=0.427).
The rest of the questions, Question 2 – Question 6, state that “for Chinese luxury
consumers of different spending levels, is there a significant difference in the aspects of
awareness of CSR, trust of CSR, brand affect, perceived service quality and purchase
intention?” These questions are designed to study the difference in the awareness of
CSR, trust of CSR, PSQ, brand affect and purchase intention among the three different
groups of luxury-spending levels. The ANOVA test results are displayed in Table 4-4.
For awareness of CSR, F (2, 348) = 2.76, p = 0.065; for trust of CSR, F (2, 348) = 15.07,
65
p < 0.01; for brand affect, F (2, 348) = 22.46, p < 0.01; for perceived service quality
(brand performance), F (2, 348) = 19.19, p < 0.01; for perceived service quality
(consumption experience), F (2, 348) = 15.71, p < 0.01; and for purchase intention, F (2,
348) = 30.40, p < 0.01. Also, from further inspection of the Scheffe tests for
homogeneous subsets, the results indicate that, for trust of CSR, brand affect, PSQ
(brand performance and consumption experience) and purchase intention, the sample
group of the low annual luxury-spending level is different from the sample groups of
moderate and high annual luxury-spending levels. For awareness of CSR, the Scheffe
result indicates no difference among three sample groups (Figure 4-3).
In all, except for awareness of CSR, all the differences are significant at the level
of 0.01 among groups of different luxury-spending levels. In terms of awareness of CSR,
the difference is significant at the level of 0.1.
In order to further explore the mechanism behind this fact, the author conducted
an ANOVA test of all three groups of luxury consumers on different demographic
characteristics, including age, income and education (Table 4-5); and a Chi-square test
on gender (Table 4-6 and Table 4-7). The results show that the overall age, income and
education levels are significantly different (p<0.01) among three categories of luxury
consumers. But there is no significant difference in gender among three categories of
luxury consumers (x2= 0.39, df = 2, p = 0.82).
However, from further inspection of the post hoc tests of education, there is no
significant difference found between the group of moderate annual luxury-spending and
the group of high annual luxury-spending (p=0.14). Also from the Scheffe test of
homogeneous subsets (Table 4-8), the groups of moderate and high luxury-spending
66
levels are not significantly different (Mmoderate = 3.34, SD = 0.07; Mhigh = 3.47, SD = 0.07 p
= 0.14). From the post hoc tests of age and income, the differences among three
different groups are all significant (p < 0.01). Also the Scheffe tests of homogeneous
subsets indicate that the means of all three groups are significantly different, in term of
age (Mlow= 2.14, SD = 0.12; Mmoderate= 2.50, SD = 0.11; Mhigh=3.03, SD = 0.12, p < 0.01,
Table 4-9) and income (Mlow=3.04, SD = 0.11; Mmoderate=3.67, SD = 0.11; Mhigh=4.31, SD
= 0.11, p < 0.001, Table 4-10).
Therefore, the major factor that can explain the significantly different
performance of consumers’ awareness of CSR, trust of CSR, PSQ, brand affect and
purchase intention, is their differences in age and income.
Besides, tests of correlations in the conceptual framework are also conducted to
the low and moderate luxury-spending groups. All tested correlations are significant at
the level of 0.01 (Appendix D). After performing the significance test of the difference
between two correlation coefficients, the results indicate that the correlation coefficients
of high luxury spending group are generally not significantly different from their
counterparts of low and moderate luxury spending groups (Table 4-11). However, to be
truly representative of the Chinese luxury consumers, the author adopts the data from
the group of high luxury-spending level.
To summarize the chapter, the author of the present thesis performed correlation
analyses and ANOVA tests to examine the research hypotheses and answer the
research questions. First, the demographic characteristics of all 351 samples are
described. Second, the scale tests are performed in order to ensure the reliability of all
constructs. Third, the factor analyses are performed on the construct of perceived
67
service quality and two factors were extracted to represent consumers’ response on
PSQ. Then, the author performed a correlation analysis on all the constructs. Overall,
the research hypotheses are supported. The proposed framework is tested and the
results of data analysis support all the proposed correlations between each of the two
constructs. Finally, the author performed the ANOVA tests, which suggests that there
are significant differences in trust of CSR, brand affect, PSQ (brand performance), PSQ
(consumption experience) and purchase intention, among Chinese luxury consumers of
three different annual spending levels. Further inspection of post hoc tests and Scheffe
tests of homogeneous subsets, shows the differences are mainly due to the groups’
differences in their age and income.
68
Brand Affect
PSQ_BP
PSQ_CE
PSQ_CE
PSQ_BP
PurchaseIntention
Trust of CSRAwareness ofCSR
0.56**
0.38**
0.32**
0.68** 0.44**
0.35**
0.59**
0.51**
0.74**
0.72**
0.77**
Figure 4-1. Conceptual framework with Pearson correlation score**. Correlation is significant at the 0.01 level (1-tailed), n = 119.
69
Figure 4-2. Mean plots of awareness of CSR by education
70
Figure 4-3. Mean plots of all constructs by level of annual luxury-spending. A) Meanplots of awareness of CSR by level of annual luxury-spending; B) Mean plots of trust ofCSR by level of annual luxury-spending; C) Mean plots of PSQ (brand performance) bylevel of annual luxury-spending; D) Mean plots of PSQ (consumption experience) bylevel of annual luxury-spending; E) mean plots of brand affect by level of annual luxury-spending; F) Mean plots of purchase intention by level of annual luxury-spending
71
A
B
Figure 4-3. Continued
72
C
D
Figure 4-3. Continued
73
E
F
Figure 4-3. Continued
74
Table 4-1. PSQ factor loadingFactorFactorFactorFactor loadingloadingloadingloading
1111 2222
PSQ9 I can trust the employees of the brand. 0.92
PSQ8 Employees of this brand are always willing to help. 0.81
PSQ11 Employees get enough training from the brand to do theirjobs well.
0.81
PSQ15 This brand has its consumers’ best interest at heart. 0.68
PSQ7 I receive prompt service from this brand. 0.65
PSQ14 This brand understands consumers’ needs. 0.64
PSQ13 Using products from this brand helps me show my socialvalue.
0.63
PSQ10 I feel safe in the transactions with the brand. 0.60
PSQ6 This brand keeps its promises. 0.50 0.38
PSQ12 Using products from this brand helps me show who I am. 0.50 0.32
PSQ3 The appearances of its products match my aesthetical value. 0.84
PSQ4 Consuming products of this brand gives me a goodexperience.
0.78
PSQ2 This brand has good functional value. 0.76
PSQ1 This brand has excellent quality. 0.71
PSQ5 The quality of this brand’s products is dependable. 0.70
75
Table 4-2. Luxury-spending level categories
Luxury-spendinglevel Frequency Percent
PurchaseTime/Year Annual Expense
Mean Sd. Mean Sd.
Low 116 33.0% 2.04 0.77 2.07 1.04
Moderate 116 33.0 3.00 0.13 5.63 1.04
High 119 33.9 4.28 0.60 7.03 0.95
Total 351 100.0
76
Table 4-3. Correlations (group of high annual luxury-spending)
PSQ_BrandPerformance
PSQ_ConsumingExperience
Awarenessof CSR Trust of CSR Brand
AffectPurchaseIntention
PSQ_BP PearsonCorrelation 1 0.67** 0.38** 0.68** 0.77** 0.74**
PSQ_CE PearsonCorrelation 0.67** 1 0.32** 0.44** 0.71** 0.72**
Awareness ofCSR
PearsonCorrelation
0.38** 0.32** 1 0.56** 0.35** 0.31**
Trust of CSR PearsonCorrelation 0.68** 0.44** 0.56** 1 0.59** 0.51**
Brand Affect PearsonCorrelation 0.77** 0.71** 0.35** 0.59** 1 0.77**
Purchase Intention PearsonCorrelation
0.74** 0.72** 0.31** 0.51** 0.77** 1
**. Correlation is significant at the 0.01 level (1-tailed).N = 119
77
Table 4-4. ANOVA test of all constructs by three levels of annual luxury-spendingdf. Mean Square F Sig.
Awareness ofCSR
Between Groups 2 1.399 2.76 .065Within Groups 348 .507
Trust of CSRBetween Groups 2 8.938 15.07 .001Within Groups 348 .593
PSQ_BPBetween Groups 2 16.065 19.19 .001Within Groups 348 .837
PSQ_CEBetween Groups 2 13.108 15.71 .001Within Groups 348 .834
Brand AffectBetween Groups 2 12.862 22.46 .001Within Groups 348 .573
PurchaseIntention
Between Groups 2 14.929 30.40 .001Within Groups 348 .491
78
Table 4-5. ANOVA test of annual luxury-spending level by age, income and educationdf Mean Square F Sig.
Age Between Groups 2 23.418 30.440 .001Within Groups 348 .769
IncomeBetween Groups 2 47.215 73.407 .001Within Groups 348 .643
Education Between Groups 2 4.248 15.813 .001Within Groups 348 .269
N = 351
Table 4-6. Cross tabulation of annual luxury-spending level by genderLevel of Annual Luxury-spending Total
Low Moderate High
GenderFemale Count 52 49 55 156
% within LAS 44.8% 42.2% 46.2% 44.4%
MaleCount 64 67 64 195% within LAS 55.2% 57.8% 53.8% 55.6%
Total Count 116 116 119 351% within LAS 100.0% 100.0% 100.0% 100.0%
Table 4-7. Chi-square tests of annual luxury spending level by genderValue Df Asymp. Sig. (2-
sided)Pearson Chi-Square .387a 2 .824N of Valid Cases 351a. 0 cells (0.0%) have expected count less than 5. The minimumexpected count is 51.56.
79
Table 4-8. Homogeneous subsets of education by levels of annual luxury-spendingLevel of AnnualLuxury- Spending
N Subset for alpha = 0.051 2
Scheffea,b Low 116 3.09Moderate 116 3.34High 119 3.47Sig. 1.000 .142
a. Uses Harmonic Mean Sample Size = 116.983.b. The group sizes are unequal. The harmonic mean of the groupsizes is used. Type I error levels are not guaranteed.
Table 4-9. Homogeneous subsets of age by levels of annual luxury-spendingLevel of AnnualLuxury-spending
N Subset for alpha = 0.051 2 3
Scheffea,b Low 116 2.14Moderate 116 2.50High 119 3.03Sig. 1.000 1.000 1.000
a. Uses Harmonic Mean Sample Size = 116.983.b. The group sizes are unequal. The harmonic mean of the group sizes isused. Type I error levels are not guaranteed.
Table 4-10. Homogeneous subsets of income by levels of annual luxury-spendingLevel of AnnualLuxury-spending
N Subset for alpha = 0.051 2 3
Scheffea,b Low 116 3.04Moderate 116 3.67High 119 4.31Sig. 1.000 1.000 1.000
a. Uses Harmonic Mean Sample Size = 116.983.b. The group sizes are unequal. The harmonic mean of the group sizes isused. Type I error levels are not guaranteed.
80
Table 4-11. Comparisons of the high luxury spending group’s correlation coefficients to the moderate and the low luxuryspending groups’ correlation coefficients in the conceptual framework
Awarenessof CSR
Trust of CSR Brand Affect PSQ_ BP PSQ_ CE
Group
ofModerateLuxury
Spending
(n=116)
Awareness of CSR
Trust of CSR 0.54/0.56
Brand Affect 0.48/0.35 0.64/0.59
PSQ_BP 0.53/0.38 0.75/0.68
PSQ_CE 0.28/0.32 0.48/0.44
Purchase Intention 0.67/0.51 0.83/0.77 0.82/0.74 0.65/0.72
Group
ofLowLuxury
Spending
(n=116)
Awareness of CSR
Trust of CSR 0.32/0.56*
Brand Affect 0.31/0.35 0.50/0.59
PSQ_BP 0.27/0.38 0.62/0.68
PSQ_CE 0.25/0.32 0.40/0.44
Purchase Intention 0.45/0.51 0.68/0.77 0.62/0.74 0.66/0.72
*. Difference of correlation is significant at the 0.05 level (2-tailed).
81
CHAPTER 5DISCUSSION
ConceptualConceptualConceptualConceptual FrameworkFrameworkFrameworkFramework
The present thesis explores how Chinese luxury-consumers’ awareness of CSR,
trust of CSR, brand affect, perceived service quality and purchase intention, correlate
with each other. In the conceptual framework tested, all the hypotheses are supported,
which means all the tested correlations exist and all the correlations are significant at
the level of 0.01 (Figure 4-1), which supports the recent studies conducted in western
countries (Becker-Olsen et al., 2006, Berens et al., 2005, Carrigan & Attalla, 2001, Sen
and Bhattacharya, 2001 and Tian, Wang & Yang, 2011).
AwarenessAwarenessAwarenessAwareness ofofofof CSRCSRCSRCSR
As stated in the literature review, academic research into consumer response to
CSR typically either assumes consumer awareness, or artificially creates it under
experimental conditions (Mohar, Webb & Harris, 2001). To truly test consumers’
awareness of CSR, the present study takes a quantitative approach to measure
Chinese luxury-consumers’ awareness of CSR. And further, the author of this thesis
anticipated that there would be significant differences in consumers’ awareness of CSR
among different education levels, which would translate into--the more educated the
consumers, the more awareness they have of CSR. However, the result indicates
otherwise. Even though, consumers of the lowest education level (middle school
diploma and under) have the least awareness of CSR, the difference among the
education groups of high school, undergraduate school and graduate school is not
evident.
82
In the conceptual framework, awareness of CSR moderately correlates with
brand affect, brand performance (PSQ) and consumption experience (PSQ), and has
high correlation with trust of CSR. Without experimentally creating the awareness of
CSR, this strong correlation between Chinese luxury consumers’ actual awareness of
CSR and trust of CSR, indicates that the more knowledge of the CSR activities, the
better understanding of CSR activities they have.
TrustTrustTrustTrust ofofofof CSRCSRCSRCSR
In terms of trust of CSR, high (and close to high) correlations are found between
trust of CSR and brand affect, which means that consumers’ good perception of
company’s motive and intention of CSR activities could also possibly translate into the
company’s potential to elicit good emotional response to its products or service. This
coincides with the association between trust of CSR and the two different factors of
PSQ. Compared to consumption experience, which refers to the feelings and
experience that consumers gain from consuming the brands’ products, trust of CSR has
a stronger association with brand performance, which mainly refers to brand employees’
performance, products’ quality, etc.
PurchasePurchasePurchasePurchase IntentionIntentionIntentionIntention
In this study, purchase intention is found to be highly associated with brand affect
and PSQ (brand performance and consumption experience). Meanwhile, purchase
intention also moderately correlates with trust of CSR. This correlation indicates that for
luxury industries in China, companies’ CSR activities are possibly associated with
Chinese luxury consumers’ attitude and behavior towards the companies, through their
awareness and trust of CSR.
83
Overall, the test of the proposed framework coincides with most of the previous
studies (Aueveque, 2005, Becker-Olsen, Cudmore & Hill, 2006, Chaudhuri & Holbrook,
2001, He & Li, 2011, Lee & Shin, 2010, Pomering & Dolniar, 2009, Poolthong &
Mandhachitara, 2009, Sen & Bhattacharya, 2001 and Tian, Wang & Yang, 2011).
Chinese luxury consumers overall have a positive reaction towards CSR. From the
correlations tested, CSR could possibly be an effective tool in creating and maintaining
positive, brand affect and perceived service quality, in terms of luxury product
consumption in China.
LevelLevelLevelLevel ofofofof LuxuryLuxuryLuxuryLuxury SpendingSpendingSpendingSpending
The level of luxury spending is also an important variable to consider in this
research, since no previous literature has ever studied whether there is a significant
difference in the levels of the mentioned constructs, among luxury consumers of
different spending levels. Therefore, all 351 samples are classified into three categories
of low, moderate and high annual luxury-spending levels from their annual purchase
times and expense (Table 4-3).
Chinese luxury consumers of high annual spending are also the group of highest
income and age. Similarly, Chinese luxury consumers of the moderate luxury-spending
group, which is the group most susceptible to CSR activities, are consistently found in
consumers of middle-level income and age. The moderate group consumers are
significantly younger and have significantly lower income than those in the high-
spending group. Therefore, age and income are the major different demographical
characteristics that lead to the different performance in this study between the groups of
moderate and high annual luxury-spending. However, this finding is very different from
that of Tian, Wang and Yang (2011). From their study of general Chinese consumers’
84
response to CSR, the group of respondents referred as “warm type” respondents, who
have the highest age (40 - 55) and middle-level income is the one most likely to
positively react to CSR; whereas the “shrewd type” of respondents with middle-level age
(25 - 39) and highest income are those who react moderately to CSR activities.
Comparing the present findings to those of Tian, Wang and Yang (2011), the
author can propose that, Chinese luxury consumers have attitude and behavior patterns
that are distinct from the general Chinese consumers.
In all, significant differences in awareness of CSR, trust of CSR, PSQ, brand
affect and purchase intention exist among luxury consumer groups of different spending
levels. Chinese consumers of moderate spending level are proved to be most
susceptible to CSR activities because of their distinct demographical characteristics of
age and income.
85
CHAPTER 6CONCLUSION
The luxury fever sweeping through China has made the Chinese market very
interesting for many international luxury brands, thanks to which, Chinese luxury is still
growing rapidly and the trend is far from slowing down. Different from general Chinese
consumers, luxury consumers as a very unique population and their motivations,
attitude, behaviors and purchase mechanisms have not yet earned enough attention
from Chinese academia and business sector. Especially in terms of the explicit factors
that could effectively influence Chinese luxury consumers’ attitude and behavior, this
population is still under-studied.
Today, more and more factors combine to influence consumers’ attitudes and
behaviors. CSR is one of these factors that gradually root in the Chinese consumers’
mind. In China, this concept is raising its importance today, when the hot social issues,
such as employee treatment, energy-saving, environmental protection, customer-right
protection, food safety, etc., are occupying media and public attention. So is it, for
Chinese consumers. Like individuals in other parts of the world, Chinese consumers
begin to care more about whether companies are socially responsible. Supported by
many previous researches, CSR has already become a factor that could affect Chinese
consumers’ attitudes and behaviors towards business corporations. Meanwhile, for the
special population of Chinese luxury-consumers, the influence of CSR on their attitudes
and behavior remains less discovered. The author of the present thesis aims to
contribute to bridging this gap.
First, this study confirms that the association of CSR with consumers’ attitude
and behaviors also applies to Chinese luxury consumers. By testing the proposed
86
conceptual framework, the author found that CSR is positively associated with Chinese
luxury-consumers’ attitude and behaviors. Specifically speaking, awareness of CSR and
trust of CSR both positively correlate to Chinese luxury consumers, brand affect,
perceived service quality and finally purchase intention.
Second, this study is the first of its kind to categorize Chinese luxury consumers
into different groups, in order to test whether there are differences in their attitudes and
behaviors towards CSR between consumers of different annual luxury-spending levels.
And the findings are inspiring. The results show that the correlations existing between
consumers’ attitudes and behaviors towards CSR and their luxury-spending levels are
not purely positive. Chinese luxury consumers of moderate spending level are reported
to be most susceptible to brand’s CSR activities because of their demographical
characteristics, which refers mainly to age and income. It is proposed by the author of
the present study, that this generation of luxury consumers is less conservative and
more open to information from the western world and that it is influenced by the more
advanced CSR performance of western companies. Also, this generation receives
information from various sources, and particularly, from social media. Therefore, it is
more highly exposed to such information than was the elder generation. In fact, the
group of high annual-spending consumers, which is also the oldest group of consumers,
uses much less new digital media, and receives its information mainly from such
Chinese mainstream media, as television and newspapers, which are less influenced by
the western world. Since CSR is a concept that is fairly new in China, Chinese
consumers will need to receive necessary information resources and channels to accept
and adapt to it. In this case, it is reasonable to come to the conclusion that compared to
87
the high luxury-spending group, the younger group of moderate luxury-spending
consumers is more susceptible to CSR.
The findings of this study have significant managerial implications not only for the
Chinese business sector, but also for all of the international luxury brands aiming to
have a presence in the Chinese luxury market.
Given the result that CSR has correlations with Chinese luxury consumers’
attitude and behaviors, there is a possibility that increasing luxury brands’ CSR efforts
better could achieve brand affect and perceived service quality among target
consumers, which further correlates with purchase intention. What has caught our
attention, is that trust of CSR has a significantly stronger correlation to brand affect and
perceived service quality than does awareness of CSR. Therefore, when
communicating CSR information to the public, companies could pay attention to
delivering a message of benevolent motives and intentions and reinforce the company’s
contribution to society through emphasizing the company’s CSR activities. Besides,
compared to the factor of consumption experience in perceived service quality, trust of
CSR has a significantly stronger association with the factor of brand performance in
perceived service quality, which means that raising consumers’ trust of company’s CSR
activities will better correlate with their perceptions on factors like the company’s
employee performance and product qualities.
In addition, demographically different from the general Chinese consumers,
Chinese luxury consumers of moderate spending level are the group that is most
susceptible to CSR activities. In order to maintain, or even reinforce this group’s
susceptibility to CSR, luxury brands that target the consumers of moderate luxury-
88
spending level should enhance CSR information distribution through the media that are
most often used by these consumers, including Weibo (Twitter), Renren (Facebook)
and other forums where luxury consumers tend to gather, such as Tianya.com,
Yoka.com, etc. By comparison, the high luxury-spending group has proven to be less
susceptible to CSR activities. This group of high-end luxury consumers receives
information mainly from such mainstream media as television and newspapers. In China,
CSR information in the mainstream media is fairly scarce compared to that in social
media in China (He, 2007). Companies that target this group of consumers should also
improve their visibility of CSR activities and information on the mainstream media, in
order to maintain better customer relations with this group. In all, CSR communication
strategy should be used by carefully considering target consumers’ characteristics.
There are limitations to this study. First, this study did not use random sampling.
However, because of the nature of the luxury consumers, it is difficult to achieve a
sample with simple random sampling techniques. The sample set in this study was
recruited in Beijing and Harbin, which are two of the largest cities in China. Further
studies could include more cities of different locations, sizes and culture, to better
represent the general population of Chinese luxury consumers. Besides, due to the time
and budget constraints, the sample size of this study is not large, compared to other
studies of a similar kind. Further studies could apply a larger sample to improve the
generalization. Second, this study examines only the correlations between each
construct. The associations between all variables are not directional, due to the analysis
methods adopted in this study. More complex statistical analysis methods can be
applied to further studies in order to study the possibility of casual relations between the
89
constructs proposed here. Also, one should be cautious of applying the results of this
study. Because of the effects of multicollinearities among all independent variables, a
more complex statistical analysis procedure may possibly result in different findings
from this study.
Therefore, the author of the present thesis proposes the following suggestions to
future studies. First, a larger sample size, or possibly a random sample, should be
considered in later studies, in order to achieve more precise representation of all
Chinese luxury consumers. Second, a more complex statistical approach should be
taken in order to study the direction of the relationships between CSR and Chinese
luxury-consumers’ attitudes and behaviors. Third, further research on Chinese luxury-
consumers of different spending levels should be conducted. Though this study found
significant differences in Chinese luxury consumers’ response to the constructs tested,
the author could not draw the conclusion, from the present research design, concerning
why the difference in age, income and education cause different responses in the
consumers.
In all, CSR and Chinese luxury consumers both need more research from both
Chinese business sector and academia. The present thesis reminds managers of luxury
brands in China that CSR is associated with their consumers’ attitude and behaviors,
and therefore, is worthy of more attention and investment. As a relatively new public
relations function in China, CSR strategy should be used and communicated carefully
by considering target consumers’ characteristics.
90
APPENDIX AQUESTIONNAIRE
PleasePleasePleasePlease readreadreadread instructionsinstructionsinstructionsinstructions carefully:carefully:carefully:carefully:
TodayTodayTodayToday consumersconsumersconsumersconsumers areareareare surroundedsurroundedsurroundedsurrounded bybybyby productsproductsproductsproducts fromfromfromfrom variousvariousvariousvarious brands.brands.brands.brands. WeWeWeWe choosechoosechoosechoose productsproductsproductsproducts ororororserviceserviceserviceservice fromfromfromfrom thethethethe brandsbrandsbrandsbrands wewewewe like,like,like,like, becausebecausebecausebecause ofofofof price,price,price,price, quality,quality,quality,quality, companycompanycompanycompany reputation,reputation,reputation,reputation, cultureculturecultureculture andandandand manymanymanymanyotherotherotherother reasons.reasons.reasons.reasons.
PleasePleasePleasePlease specifyspecifyspecifyspecify oneoneoneone brandbrandbrandbrand thatthatthatthat youyouyouyou likelikelikelike andandandand considerconsiderconsiderconsider asasasas sociallysociallysociallysocially responsible.responsible.responsible.responsible. ThisThisThisThis brandbrandbrandbrand cancancancanbebebebe inininin anyanyanyany industryindustryindustryindustry (automobile,(automobile,(automobile,(automobile, luxury,luxury,luxury,luxury, fastfastfastfast movingmovingmovingmoving consumptionconsumptionconsumptionconsumption goods,goods,goods,goods, food,food,food,food, IT,IT,IT,IT, etc.).etc.).etc.).etc.). BasedBasedBasedBased ononononthethethethe brandbrandbrandbrand ofofofof youryouryouryour choice,choice,choice,choice, pleasepleasepleaseplease answeransweransweranswer thethethethe followingfollowingfollowingfollowing questions.questions.questions.questions.
BrandBrandBrandBrand ofofofof youryouryouryour choice:choice:choice:choice: ___________________________________.___________________________________.___________________________________.___________________________________.
1.1.1.1. Please rate the following statement from 1 to 5, where 1 means strongly disagree, 5 means stronglyagree.
Statement StronglyDisagree Disagree Neither Agree Strongly
Agree1). I care about environmentalprotection and energy saving by thisbrand. 1 2 3 4 5
2). I pay attention to the brand’s and itsemployees’ ethical behaviors. 1 2 3 4 5
3). I pay attention to some social issuesinvolving its charitable donations. 1 2 3 4 5
4). I buy those products that are fine,regardless of whether the provider issocially responsible or not.
1 2 3 4 5
2.2.2.2. Please rate the following statement from 1 to 5, where 1 means strongly disagree, 5 means stronglyagree.
Statement StronglyDisagree Disagree Neither Agree Strongly
Agree1). I think this brand’s sociallyresponsible actions are sincerely aimedat contributing to society.
1 2 3 4 5
2). I think the brand’s motivationsbehind their socially responsible actionsare charitable.
1 2 3 4 5
3). I think this brand has the expertise toachieve the socially responsibleactivities they claim to accomplish.
1 2 3 4 5
4). I think this brand takes a lot of effortto be socially responsible. 1 2 3 4 5
5). I think the brand’s sociallyresponsible practices made acontribution to the society. 1 2 3 4 5
3.3.3.3. Please rate the following statement from 1 to 5, where 1 means strongly disagree, 5 means stronglyagree.
91
Statement StronglyDisagree Disagree Neither Agree Strongly
Agree1). This brand has excellent quality. 1 2 3 4 5
2). This brand has good functionalvalue. 1 2 3 4 5
3). The appearances of its productsmatch my aesthetical value. 1 2 3 4 5
4). Consuming products of this brandgives me a good experience. 1 2 3 4 5
5). The quality of this brand’s productsis dependable. 1 2 3 4 5
6). This brand keeps its promises. 1 2 3 4 5
Statement StronglyDisagree Disagree Neither Agree Strongly
Agree7). I receive prompt service from thisbrand.
1 2 3 4 5
8). Employees of this brand are alwayswilling to help.
1 2 3 4 5
9). I can trust the employees of thebrand.
1 2 3 4 5
10). I feel safe in the transactions withthe brand.
1 2 3 4 5
11). Employees get enough trainingfrom the brand to do their jobs well.
1 2 3 4 5
Statement StronglyDisagree Disagree Neither Agree Strongly
Agree12). Using products from this brandhelps me show who I am.
1 2 3 4 5
13). Using products from this brandhelps me show my social value.
1 2 3 4 5
14). This brand understands consumers'needs.
1 2 3 4 5
15). This brand has its consumers' bestinterest at heart.
1 2 3 4 5
4.4.4.4. Please rate the following statement from 1 to 5, where 1 means strongly disagree, 5 means stronglyagree.
Statement StronglyDisagree Disagree Neither Agree Strongly
Agree1). I have a passion for this brand. 1 2 3 4 5
2). I feel self-connected with this brand. 1 2 3 4 5
3). I feel committed to this brand. 1 2 3 4 5
4). Using this brand gives me a feeling ofpleasure. 1 2 3 4 5
5.5.5.5. Please rate the following statement from 1 to 5, where 1 means strongly disagree, 5 means stronglyagree.
92
Statement StronglyDisagree Disagree Neither Agree Strongly
Agree1). If I am planning to buy a product ofthis brand’s type, I will choose this brand. 1 2 3 4 5
2). There is a great possibility that I willbuy this brand. 1 2 3 4 5
3). I am willing to pay a little more for thisbrand’s products. 1 2 3 4 5
6.6.6.6. The following brands are considered as luxury brands. Please check the brand (brands) from whichyou have ever made purchase.__Berluti __Bulgari __Bottega Veneta __Chanel __Coach__Chopard __Cartier __David Yurman __Gucci __Geox__Graff __Hermes __Harry Winston __Breguet __IWC__Leviev __Montblanc __Louis Vuitton __Omega __Panerai__Rolex __Swatch __Patek Phillippe __Starbucks __Burberry__Tag Heuer __Tod’s __Van Cleef & Arpels __Tiffnay __Tissot__ I have never purchased from any luxury brands.7. How many times a year would you make purchases from the above brands? (/times a year)
A. 0B. Less than 1C. 1–5D. 6 - 12E. More than 12
8. How much do you spend on these brands annually? Please circle the interval of your expense(RMB/year).
______________________________________________________________________________________0 2000 5000 10,000 15,000 20,000 30,000 50,000 100,000above
9. Please specify your gender.A. Female B. Male
10. Please circle your age group.A. 24 and under B. 25 – 34 C. 35 – 44 D. 45 – 54 E. 55 and above
11. What is your education level?A. Middle school diploma and underB. Technical secondary school or high school diplomaC. Junior college or college (Bachelor degree)D. Graduate school (Master and Doctoral degree)E. Above
12. What is your monthly household income level?A. Below 2,000 RMBB. 2,000 – 5,000 RMBC. 5,001 – 10,000 RMBD. 10,001 – 50, 000 RMBE. 50,001 – 500,000 RMBF. Above 500,000 RMB
Contact email: ______________________(optional)
93
Questionnaire in Chinese调查问卷
请仔细阅读以下说明：
现如今，对于同一种商品可供消费者选择的品牌繁多。消费者依据价格，产品质量，公司声誉，文化
以及其它诸多因素选择自己喜爱的品牌。
请列举出一个您喜爱，并认为其良好地履行企业社会责任的品牌。这个品牌可以来自任何行业（如：
汽车，奢侈品，快速消费品，食物，IT等）。请针对您选择的品牌，回答以下问题：
您所选择的品牌：_____________________1. 请为以下论述打分。1分为强烈不同意，5分为强烈同意。
强烈不同
意不同意 中立 同意 强烈同意
1）我关心此品牌的环境保护及能源节约
情况。1 2 3 4 5
2）我关注此品牌及其员工的社会道德行
为。1 2 3 4 5
3）我关注此品牌慈善捐助的社会问题。 1 2 3 4 5
4）我根据产品本身的优劣选择，不考虑
商家是否对履行企业社会责任。1 2 3 4 5
2. 请为以下论述打分。1分为强烈不同意，5分为强烈同意。
强烈不同
意不同意 中立 同意 强烈同意
1）我认为此品牌履行的企业社会活动目
的纯粹在于贡献社会。1 2 3 4 5
2）我认为此品牌履行企业社会责任的动
机是慈善的。1 2 3 4 5
3）我认为此品牌具备完成其企业社会责
任活动的必要专业能力。1 2 3 4 5
4）我认为此品牌为对社会尽责作出很多
努力。1 2 3 4 5
5）我认为此品牌的企业社会责任活动对
社会做出了一定贡献。1 2 3 4 5
3. 请为以下论述打分。1分为强烈不同意，5分为强烈同意。
强烈不同
意不同意 中立 同意 强烈同意
1）此品牌的产品具有良好的质量。 1 2 3 4 5
2）此品牌的产品具有良好的使用价值。 1 2 3 4 5
3）此品牌产品的外观符合我的审美标
准。1 2 3 4 5
4）购买此品牌产品给我良好的体验。 1 2 3 4 5
5）此品牌产品的质量是可以依靠的。 1 2 3 4 5
6）此品牌能够实现对大众的承诺。 1 2 3 4 5
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7）此品牌给我提供了快速及时的服务。 1 2 3 4 5
8）此品牌的员工一直乐意为我提供帮
助。1 2 3 4 5
9）我能够相信此品牌的员工。 1 2 3 4 5
10）我认为与此品牌交易是安全的。 1 2 3 4 5
11）此品牌为员工提供培训帮助员工履
行职责。1 2 3 4 5
12）使用此品牌产品能帮助我表达自
我。1 2 3 4 5
13）使用此品牌产品能帮助我表达我的
社会价值。1 2 3 4 5
14）此品牌明白消费者的需求。 1 2 3 4 5
15）此品牌在意消费者的利益。 1 2 3 4 5
4. 请为以下论述打分。1分为强烈不同意，5分为强烈同意。
强烈不同
意不同意 中立 同意 强烈同意
1）我对此品牌有热情。 1 2 3 4 52）我感觉自己与此品牌相关联。 1 2 3 4 53）我对此品牌有一定忠诚度。 1 2 3 4 54）使用此品牌产品给我愉悦感。 1 2 3 4 5
5. 请为以下论述打分。1分为强烈不同意，5分为强烈同意。
强烈不同
意不同意 中立 同意 强烈同意
1）如果我要购买此品牌类别的产品，我
会选择这个品牌。1 2 3 4 5
2）我很有可能会购买，或再次购买此品
牌的产品。1 2 3 4 5
3）我愿意为此品牌多付一些钱。 1 2 3 4 5
6. 以下品牌被视为奢侈品品牌。请勾选出以下您购买过的品牌。（以下列表按品牌名称首字母顺序排列）
__Berluti（伯鲁提） __Graff（格拉芙） __Rolex（劳力士）
__Bulgari（宝格丽） __Hermes（爱马仕） __Swatch（斯沃琪）
__Burberry（巴宝莉） __Harry Winston（海瑞温斯顿） __Patek Phillippe（百达翡丽）
__Bottega Veneta（宝缇嘉） __Breguet（宝玑） __Starbucks（星巴克）
__Coach（蔻驰） __IWC（万国） __Tag Heuer（豪雅）
__Chopard（萧邦） __Leviev（列维夫） __Tod’s（托德斯）
__Cartier（卡地亚） __Montblanc（万宝龙） __Van Cleef & Arpels（梵克雅宝）
__Chanel（香奈儿） __Louis Vuitton（路易威登） __Tiffany（蒂芙尼）
__David Yurman（大卫雅曼） __Omega（欧米茄） __Tissot（天梭）
__Gucci（古驰） __Panerai（沛那海） __YSL（伊芙圣罗兰）
__Geox（健乐士） __Prada（普拉达）
__我从未购买过任何以上品牌产品。
95
7. 您每年购买奢侈品的次数是多少？（次／年）
A．0B．少于 1次C．1到 5次
D．6到 12次
E．多于 12次
8. 您每年奢侈品花销是多少？请圈出您的花销区间。（元／年）__________________________________________________________________________________________0 2000 5000 10,000 15,000 20,000 30,000 50,000 100,000 以上
9. 请选择您的年龄：
A．24岁及以下 B. 25－34岁 C. 35－44岁 D. 45－54岁 E. 55岁及以上
10.您的学历是：
A．初中学历及以下
B．中专或高中学历
C．大专或大学本科学历
D．研究生或博士
E. 博士以上
11.您的月家庭收入水平：
A．两千元以下
B．两千到五千元
C．五千到一万元
D．一万到五万元
E．五万到五十万元
F．五十万元以上
12. 您的性别：
A．女
B．男
联系方式：电子邮箱_________________________________（可选）
96
APPENDIX BINFORMED CONSENT
PROTOCOL TITLE: CORPORATE SOCIAL RESPONSIBILITY IN CHINA:
Luxury Consumers’ Attitude and Behaviors
PleasePleasePleasePlease readreadreadread thisthisthisthis consentconsentconsentconsent documentdocumentdocumentdocument carefullycarefullycarefullycarefully beforebeforebeforebefore youyouyouyou decidedecidedecidedecide totototo participateparticipateparticipateparticipate ininininthisthisthisthis study.study.study.study.
PurposePurposePurposePurpose ofofofof thethethethe researchresearchresearchresearch study:study:study:study:
The purpose of this study is to investigate the correlations between CSR attitude andChinese luxury consumers’ attitude and behavior.
WhatWhatWhatWhat youyouyouyou willwillwillwill bebebebe askedaskedaskedasked totototo dodododo inininin thethethethe study:study:study:study:
You will be asked to complete a questionnaire. All questions are close-ended.
TimeTimeTimeTime required:required:required:required: 20 minutes
RisksRisksRisksRisks andandandand Benefits:Benefits:Benefits:Benefits:
There is no physical and financial risk involved in participating in this study. We do notanticipate that you will benefit directly by participating in this study.
Compensation:Compensation:Compensation:Compensation:
You will be offered a gift for participating in this research.
Confidentiality:Confidentiality:Confidentiality:Confidentiality:
Your identity will be kept confidential to the extent provided by law. Your information willbe assigned a code number. The list connecting your name to this number will be keptlocked. When the study is completed and the data have been analyzed, the list will bedestroyed. Your name will not be used in any report.
VoluntaryVoluntaryVoluntaryVoluntary participation:participation:participation:participation:
Your participation in this study is completely voluntary. There is no penalty for notparticipating.
RightRightRightRight totototo withdrawwithdrawwithdrawwithdraw fromfromfromfrom thethethethe study:study:study:study:
You have the right to withdraw from the study at any time without consequence.
WhomWhomWhomWhom totototo contactcontactcontactcontact ifififif youyouyouyou havehavehavehave questionsquestionsquestionsquestions aboutaboutaboutabout thethethethe study:study:study:study:
97
Baobao Song, Graduate student, College of Journalism and Communications,University of Florida, Gainesville, FL 32611; phone 352-283-5022 (U.S.); 86-18686804888 (China).
WhomWhomWhomWhom totototo contactcontactcontactcontact aboutaboutaboutabout youryouryouryour rightsrightsrightsrights asasasas aaaa researchresearchresearchresearch participantparticipantparticipantparticipant inininin thethethethe study:study:study:study:
IRB02 Office, Box 112250, University of Florida, Gainesville, FL 32611-2250; phone392-0433.
Agreement:Agreement:Agreement:Agreement:
I have read the procedure described above. I voluntarily agree to participate in theprocedure and I have received a copy of this description.
Principal Investigator: ___________________________________ Date:_________________
98
Informed Consent in Chinese调研知情同意书
中国企业社会责任：奢侈品消费者的态度与行为
请在决定参与问卷填写前仔细阅读此同意书。
调研目的：本次调研的目的是研究中国企业社会责任表现与中国奢侈品消费者对企业
的态度与行为的关系。
调研流程：一旦决定参与本次调研活动，您需完成一分调查问卷。问卷中的所有问题
均为选择题。
预计所需时间：20分钟
风险和收益：本次调研不会对参与者造成任何身体或金钱损失。参与者不会直接从调
研中获益。
报酬：完成全部问题的参与者将获得价值一美元的礼物作为答谢。
保密：您身份的保密和安全收到法律保护。您的信息将被编为数字代号。当调研及数
据分析结束后，您的个人信息将被销毁。您的名字及其他个人信息不会出现在任何形式的
报告中。
自愿参与：请保证您的参与是完全自愿的。
退出调研：您有权在调研的任何阶段退出，并不会承担任何后果。
联系人：
宋宝宝，美国佛罗里达大学，新闻与传播学院，公共关系系研究生。地址：美国佛罗里达
州，盖恩斯维尔，32611。电话：352－283－5022（美国）；86－18686804888（中
国）。
联系机构：
伦理委员会 02办公室，邮政信箱 112250, 佛罗里达大学，盖恩斯维尔，佛罗里达州。邮
编 32611－2250。电话：352－392－0433。
同意书：
我已经阅读以上流程。我自愿参与调研，并收到一份本同意书的副本。
参与人: __________________________________________日期：_________________________________调研人：__________________________________________日期：_________________________________
99
APPENDIX CIRB PROTOCOL SUBMISSION FORM
UFIRBUFIRBUFIRBUFIRB 02020202 –––– SocialSocialSocialSocial &&&& BehavioralBehavioralBehavioralBehavioral ResearchResearchResearchResearchProtocolProtocolProtocolProtocol SubmissionSubmissionSubmissionSubmission FormFormFormForm
ThisThisThisThis formformformform mustmustmustmust bebebebe typed.typed.typed.typed. SendSendSendSend thisthisthisthis formformformform andandandand thethethethe supportingsupportingsupportingsupporting documentsdocumentsdocumentsdocuments totototo IRB02,IRB02,IRB02,IRB02, POPOPOPO BoxBoxBoxBox 112250,112250,112250,112250,Gainesville,Gainesville,Gainesville,Gainesville, FLFLFLFL 32611.32611.32611.32611. ShouldShouldShouldShould youyouyouyou havehavehavehave questionsquestionsquestionsquestions aboutaboutaboutabout completingcompletingcompletingcompleting thisthisthisthis form,form,form,form, callcallcallcall 352-392-0433.352-392-0433.352-392-0433.352-392-0433.
TitleTitleTitleTitle ofofofof Protocol:Protocol:Protocol:Protocol: CorporateCorporateCorporateCorporate socialsocialsocialsocial responsibilityresponsibilityresponsibilityresponsibility inininin China:China:China:China: LuxuryLuxuryLuxuryLuxury consumersconsumersconsumersconsumers’’’’ attitudeattitudeattitudeattitude andandandandbehaviorsbehaviorsbehaviorsbehaviors
PrincipalPrincipalPrincipalPrincipal Investigator:Investigator:Investigator:Investigator: BaobaoBaobaoBaobaoBaobao SongSongSongSong UFIDUFIDUFIDUFID #:#:#:#: 6112-10496112-10496112-10496112-1049
DegreeDegreeDegreeDegree ////Title:Title:Title:Title:
BachelorBachelorBachelorBachelor ofofofof ArtsArtsArtsArts MailingMailingMailingMailing Address:Address:Address:Address:3751375137513751 SWSWSWSW 20th20th20th20th Ave.Ave.Ave.Ave.#41,#41,#41,#41, Gainesville,Gainesville,Gainesville,Gainesville,FloridaFloridaFloridaFlorida 32607326073260732607
Email:Email:Email:Email:[email protected]@[email protected]@hotmail.com
Department:Department:Department:Department: DepartmentDepartmentDepartmentDepartment ofofofof PublicPublicPublicPublicRelationsRelationsRelationsRelations
TelephoneTelephoneTelephoneTelephone #:#:#:#:352-283-5022352-283-5022352-283-5022352-283-5022
Co-Investigator(s):Co-Investigator(s):Co-Investigator(s):Co-Investigator(s): N/AN/AN/AN/A UFID#:UFID#:UFID#:UFID#: N/AN/AN/AN/A Email:Email:Email:Email: N/AN/AN/AN/A
SupervisorSupervisorSupervisorSupervisor (If PI isstudent)::::
MaryMaryMaryMary AnnAnnAnnAnn Ferguson,Ferguson,Ferguson,Ferguson,Ph.DPh.DPh.DPh.D
UFID#:UFID#:UFID#:UFID#: 9832-05709832-05709832-05709832-0570
DegreeDegreeDegreeDegree ////Title:Title:Title:Title: ProfessorProfessorProfessorProfessor
GraduateGraduateGraduateGraduate Coordinator,Coordinator,Coordinator,Coordinator,PublicPublicPublicPublic RelationsRelationsRelationsRelationsMastersMastersMastersMasters ProgramProgramProgramProgramArthurArthurArthurArthur W.W.W.W. PagePagePagePage LegacyLegacyLegacyLegacyScholarScholarScholarScholar
MailingMailingMailingMailing Address:Address:Address:Address:CollegeCollegeCollegeCollege ofofofofJournalismJournalismJournalismJournalism andandandandCommunications,Communications,Communications,Communications,UniversityUniversityUniversityUniversity ofofofof Florida,Florida,Florida,Florida,POPOPOPO BoxBoxBoxBox 118400118400118400118400Gainesville,Gainesville,Gainesville,Gainesville, FloridaFloridaFloridaFlorida32611-840032611-840032611-840032611-8400
EmailEmailEmailEmail ::::[email protected]@[email protected]@jou.ufl.edu
Department:Department:Department:Department: DepartmentDepartmentDepartmentDepartment ofofofof PublicPublicPublicPublicRelationsRelationsRelationsRelations
TelephoneTelephoneTelephoneTelephone #:#:#:#:352-392-6660352-392-6660352-392-6660352-392-6660
DateDateDateDate ofofofof ProposedProposedProposedProposedResearch:Research:Research:Research:
JanuaryJanuaryJanuaryJanuary 2222ndndndnd,,,, 2013201320132013 –––– JanuaryJanuaryJanuaryJanuary 2222ndndndnd,,,, 2014201420142014
SourceSourceSourceSource ofofofof FundingFundingFundingFunding (A copy of the grantproposal must be submitted with this protocol iffunding is involved):
No
100
ScientificScientificScientificScientific PurposePurposePurposePurpose ofofofof thethethethe Study:Study:Study:Study:DueDueDueDue totototo thethethethe substantialsubstantialsubstantialsubstantial populationpopulationpopulationpopulation andandandand economicseconomicseconomicseconomics rising,rising,rising,rising, ChineseChineseChineseChinese consumersconsumersconsumersconsumers mademademademade aaaa totaltotaltotaltotal luxuryluxuryluxuryluxury
consumptionconsumptionconsumptionconsumption ofofofof $12.6$12.6$12.6$12.6 billionbillionbillionbillion inininin 2011,2011,2011,2011, andandandand ChinaChinaChinaChina isisisis soonsoonsoonsoon totototo bebebebe thethethethe worldworldworldworld’’’’ssss largestlargestlargestlargest luxuryluxuryluxuryluxuryconsumptionconsumptionconsumptionconsumption country.country.country.country. Therefore,Therefore,Therefore,Therefore, itititit isisisis crucialcrucialcrucialcrucial forforforfor luxuryluxuryluxuryluxury corporationscorporationscorporationscorporations totototo createcreatecreatecreate andandandandmaintainmaintainmaintainmaintain goodgoodgoodgoodbrand-consumerbrand-consumerbrand-consumerbrand-consumer relationshipsrelationshipsrelationshipsrelationships andandandand totototo understandunderstandunderstandunderstand thethethethe explicitexplicitexplicitexplicit factorsfactorsfactorsfactors thatthatthatthat wouldwouldwouldwould affectaffectaffectaffect ChineseChineseChineseChineseluxuryluxuryluxuryluxury consumersconsumersconsumersconsumers’’’’ trusttrusttrusttrust ofofofof thethethethe brand,brand,brand,brand, perceptionperceptionperceptionperception ofofofof service,service,service,service, brandbrandbrandbrand affectaffectaffectaffect andandandand finallyfinallyfinallyfinally purchasepurchasepurchasepurchaseintention.intention.intention.intention. OfOfOfOf manymanymanymany influentialinfluentialinfluentialinfluential factors,factors,factors,factors, corporatecorporatecorporatecorporate socialsocialsocialsocial responsibilityresponsibilityresponsibilityresponsibility (CSR)(CSR)(CSR)(CSR) isisisis thethethethe oneoneoneone thatthatthatthatgraduallygraduallygraduallygradually raisesraisesraisesraises itsitsitsits prominenceprominenceprominenceprominence amongamongamongamong companiescompaniescompaniescompanies andandandand consumersconsumersconsumersconsumers inininin recentrecentrecentrecent years.years.years.years. ButButButBut howhowhowhowChineseChineseChineseChinese luxuryluxuryluxuryluxury consumersconsumersconsumersconsumers respondrespondrespondrespond totototo CSRCSRCSRCSR differentlydifferentlydifferentlydifferently fromfromfromfrom non-luxurynon-luxurynon-luxurynon-luxury consumersconsumersconsumersconsumers hashashashas notnotnotnot beenbeenbeenbeenwellwellwellwell studiedstudiedstudiedstudied andandandand whetherwhetherwhetherwhether CSRCSRCSRCSR isisisis anananan effectiveeffectiveeffectiveeffective methodmethodmethodmethod totototo buildbuildbuildbuild goodgoodgoodgood consumerconsumerconsumerconsumer relationshiprelationshiprelationshiprelationship ininininChineseChineseChineseChinese luxuryluxuryluxuryluxury industryindustryindustryindustry stillstillstillstill remainsremainsremainsremains anecdotal.anecdotal.anecdotal.anecdotal. Therefore,Therefore,Therefore,Therefore, thethethethe purposepurposepurposepurpose ofofofof thethethethe studystudystudystudy ifififif totototoquantitativelyquantitativelyquantitativelyquantitatively investigateinvestigateinvestigateinvestigate thethethethe correlationscorrelationscorrelationscorrelations betweenbetweenbetweenbetween CSRCSRCSRCSR andandandand ChineseChineseChineseChinese luxuryluxuryluxuryluxury consumersconsumersconsumersconsumers’’’’ attitudeattitudeattitudeattitudeandandandand behavior,behavior,behavior,behavior, andandandand examineexamineexamineexamine thethethethe differencesdifferencesdifferencesdifferences ofofofof attitudesattitudesattitudesattitudes andandandand behaviorsbehaviorsbehaviorsbehaviors towardstowardstowardstowards CSRCSRCSRCSR betweenbetweenbetweenbetweenChineseChineseChineseChinese luxuryluxuryluxuryluxury consumersconsumersconsumersconsumers andandandand non-luxurynon-luxurynon-luxurynon-luxury consumers,consumers,consumers,consumers, bybybyby researchingresearchingresearchingresearching onononon bothbothbothboth ChineseChineseChineseChinese luxuryluxuryluxuryluxuryconsumersconsumersconsumersconsumers’’’’ andandandand non-luxury-consumersnon-luxury-consumersnon-luxury-consumersnon-luxury-consumers’’’’ awareness,awareness,awareness,awareness, trust,trust,trust,trust, perceivedperceivedperceivedperceived serviceserviceserviceservice quality,quality,quality,quality, brandbrandbrandbrand affectaffectaffectaffectandandandand purchasepurchasepurchasepurchase intention.intention.intention.intention.
DescribeDescribeDescribeDescribe thethethethe ResearchResearchResearchResearch MethodologyMethodologyMethodologyMethodology inininin Non-TechnicalNon-TechnicalNon-TechnicalNon-Technical Language:Language:Language:Language:InInInIn thethethethe firstfirstfirstfirst phasephasephasephase ofofofof thethethethe research,research,research,research, thethethethe principalprincipalprincipalprincipal investigatorinvestigatorinvestigatorinvestigator willwillwillwill conductconductconductconduct aaaa pilotpilotpilotpilot studystudystudystudy withwithwithwith 20202020
samplessamplessamplessamples inininin orderorderorderorder totototo testtesttesttest andandandand refinerefinerefinerefine thethethethe surveysurveysurveysurvey instrument.instrument.instrument.instrument. AAAA convenienceconvenienceconvenienceconvenience samplesamplesamplesample willwillwillwill bebebebe adoptedadoptedadoptedadopted ininininthethethethe pilotpilotpilotpilot study.study.study.study.InInInIn thethethethe secondsecondsecondsecond phase,phase,phase,phase, large-scalelarge-scalelarge-scalelarge-scale surveysurveysurveysurvey willwillwillwill bebebebe carriedcarriedcarriedcarried out.out.out.out. InInInIn datadatadatadata collection,collection,collection,collection, allallallall thethethethe approachedapproachedapproachedapproached
participantsparticipantsparticipantsparticipants willwillwillwill bebebebe askaskaskask totototo completecompletecompletecomplete aaaa questionnairequestionnairequestionnairequestionnaire withwithwithwith theirtheirtheirtheir consent.consent.consent.consent. TheTheTheThe questionnairequestionnairequestionnairequestionnaire containscontainscontainscontainsitems,items,items,items, coveringcoveringcoveringcovering questionsquestionsquestionsquestions designeddesigneddesigneddesigned totototo identifyidentifyidentifyidentify respondents,respondents,respondents,respondents, measuremeasuremeasuremeasure theirtheirtheirtheir awarenessawarenessawarenessawareness ofofofof corporatecorporatecorporatecorporatesocialsocialsocialsocial responsibility,responsibility,responsibility,responsibility, trusttrusttrusttrust ofofofof CSR,CSR,CSR,CSR, perceivedperceivedperceivedperceived serviceserviceserviceservice quality,quality,quality,quality, brandbrandbrandbrand affectaffectaffectaffect andandandand purchasepurchasepurchasepurchase intention,intention,intention,intention,andandandand thethethethe questionsquestionsquestionsquestions thatthatthatthat areareareare usedusedusedused totototo recordrecordrecordrecord thethethethe demographicaldemographicaldemographicaldemographical information.information.information.information. TheTheTheThe questionnairequestionnairequestionnairequestionnaire willwillwillwilltaketaketaketake approximatelyapproximatelyapproximatelyapproximately 10101010 minutesminutesminutesminutes forforforfor eacheacheacheach respondentrespondentrespondentrespondent totototo complete.complete.complete.complete. UponUponUponUpon completioncompletioncompletioncompletion ofofofof thethethethequestionnaire,questionnaire,questionnaire,questionnaire, eacheacheacheach respondentrespondentrespondentrespondent willwillwillwill bebebebe offeredofferedofferedoffered aaaa one-dollarone-dollarone-dollarone-dollar giftgiftgiftgift asasasas aaaa courtesy.courtesy.courtesy.courtesy.
DescribeDescribeDescribeDescribe PotentialPotentialPotentialPotential Benefits:Benefits:Benefits:Benefits:ThereThereThereThere isisisis nononono potentialpotentialpotentialpotential benefitbenefitbenefitbenefit forforforfor participants.participants.participants.participants.
DescribeDescribeDescribeDescribe PotentialPotentialPotentialPotential Risks:Risks:Risks:Risks:ThereThereThereThere isisisis nononono moremoremoremore thanthanthanthan minimalminimalminimalminimal risk.risk.risk.risk.
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DescribeDescribeDescribeDescribe HowHowHowHow Participant(s)Participant(s)Participant(s)Participant(s) WillWillWillWill BeBeBeBe Recruited:Recruited:Recruited:Recruited:InInInIn orderorderorderorder totototo testtesttesttest thethethethe hypothesishypothesishypothesishypothesis andandandand answeransweransweranswer thethethethe researchresearchresearchresearch questions,questions,questions,questions, thethethethe studystudystudystudy requiresrequiresrequiresrequires ChineseChineseChineseChinese
consumersconsumersconsumersconsumers withwithwithwith differentdifferentdifferentdifferent purchasingpurchasingpurchasingpurchasing powerpowerpowerpower andandandand levels,levels,levels,levels, fromfromfromfrom high-endhigh-endhigh-endhigh-end luxuryluxuryluxuryluxury consumersconsumersconsumersconsumers totototoaverageaverageaverageaverage non-luxurynon-luxurynon-luxurynon-luxury consumers.consumers.consumers.consumers. AAAA minimumminimumminimumminimum ofofofof 200200200200 respondentsrespondentsrespondentsrespondents andandandand maximummaximummaximummaximum ofofofof 500500500500 respondentsrespondentsrespondentsrespondentswillwillwillwill bebebebe approachedapproachedapproachedapproached withwithwithwith consent.consent.consent.consent. ThisThisThisThis surveysurveysurveysurvey studystudystudystudy usesusesusesuses aaaa convenienceconvenienceconvenienceconvenience samplesamplesamplesample ofofofof mallmallmallmallinterceptioninterceptioninterceptioninterception forforforfor samplesamplesamplesample recruitment.recruitment.recruitment.recruitment. InInInIn orderorderorderorder totototo minimizeminimizeminimizeminimize thethethethe samplingsamplingsamplingsampling bias,bias,bias,bias, twotwotwotwo cities,cities,cities,cities, BeijingBeijingBeijingBeijing andandandandHarbin,Harbin,Harbin,Harbin, ofofofof differentdifferentdifferentdifferent geographicalgeographicalgeographicalgeographical areasareasareasareas andandandand scalesscalesscalesscales areareareare chosenchosenchosenchosen totototo samplesamplesamplesample bothbothbothboth luxuryluxuryluxuryluxury andandandand non-non-non-non-luxuryluxuryluxuryluxury consumers.consumers.consumers.consumers. LuxuryLuxuryLuxuryLuxury consumersconsumersconsumersconsumers ofofofof highhighhighhigh purchasingpurchasingpurchasingpurchasing levellevellevellevel inininin BeijingBeijingBeijingBeijing willwillwillwill bebebebe recruitedrecruitedrecruitedrecruited inininin thethethethemostmostmostmost high-endhigh-endhigh-endhigh-end malls,malls,malls,malls, suchsuchsuchsuch asasasas TheTheTheThe Palace,Palace,Palace,Palace, ChinaChinaChinaChina WorldWorldWorldWorld MallMallMallMall andandandand OrientalOrientalOrientalOriental Plaza.Plaza.Plaza.Plaza. LuxuryLuxuryLuxuryLuxury consumersconsumersconsumersconsumersofofofof relativelyrelativelyrelativelyrelatively lowlowlowlow purchasingpurchasingpurchasingpurchasing levellevellevellevel willwillwillwill bebebebe recruitedrecruitedrecruitedrecruited inininin relativelyrelativelyrelativelyrelatively low-endlow-endlow-endlow-end malls,malls,malls,malls, suchsuchsuchsuch asasasas Gate.Gate.Gate.Gate. LuxuryLuxuryLuxuryLuxuryconsumersconsumersconsumersconsumers ofofofof highhighhighhigh purchasingpurchasingpurchasingpurchasing levellevellevellevel inininin HarbinHarbinHarbinHarbin willwillwillwill bebebebe recruitedrecruitedrecruitedrecruited inininin twotwotwotwo high-endhigh-endhigh-endhigh-end malls,malls,malls,malls, MYKALMYKALMYKALMYKAL andandandandCharterCharterCharterCharter ShoppingShoppingShoppingShopping Center.Center.Center.Center. LuxuryLuxuryLuxuryLuxury consumersconsumersconsumersconsumers ofofofof relativelyrelativelyrelativelyrelatively lowlowlowlow purchasingpurchasingpurchasingpurchasing levellevellevellevel willwillwillwill bebebebe recruitedrecruitedrecruitedrecruited ininininQiulinQiulinQiulinQiulin MallMallMallMall andandandand GrandGrandGrandGrand ShoppingShoppingShoppingShopping Center.Center.Center.Center.
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101
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102
APPENDIX DCORRELATION COEFFICIENTS OF THE LOW AND MODERATE LUXURY-
SPENDING GROUPS
Figure D-1. Correlation coefficients of the group of low annual luxury-spending**. Significance is at the level of 0.01 (1-tailed), n = 116.
103
Figure D-2. Correlation coefficients of the group of moderate annual luxury-spending**. Significance is at the level of 0.01 (1-tailed), n = 116.
104
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BIOGRAPHICAL SKETCH
Baobao Song is currently in her second year of study in Public Relations
Program at University of Florida. In May 2013, she will graduate with a M.A. degree of
Mass Communication, specialized in Public Relations. In 2007, Ms. Song graduated
from Beijing University of Posts and Telecommunications (BUPT), with a Bachelor of
Arts degree, majored in English. During her study in BUPT, she also completed a
second major program, specialized in marketing.
