Consumers' Perspective Scale on the Impact of Corporate Social Responsibility of Chinese Games Company
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This pilot study examines corporate social responsibility's impact on consumer behaviour and brand perception in China's gaming industry. This study used the Delphi method and factor analysis to study the influence system of corporate social responsibility in Chinese gaming companies from the consumer perspective. Study 1 invited 10 experts to provide professional opinions. The results of two rounds of surveys show 61 items of high importance and consistency for the influence system of corporate social responsibility. Study 2 collected 186 samples and conducted a factor analysis on the scale. The results of exploratory factor analysis show that the Consumers' Perspective Scale on the impact of corporate social responsibility contains 6 factors: consumer responsibility, environmental protection responsibility, social support responsibility, purchase intention, willingness to pay a premium, and brand trust. The confirmatory factor analysis results were CMIN/DF=1.761, RMSEA=0.064, IFI=0.928, TLI=0.915, CFI=0.927. The reliability analysis showed that each item's Cronbach's Alpha value was greater than 0.8, and the overall Scale Cronbach's α = 0.831. The findings indicate that CSR plays a crucial role in enhancing consumer behaviour, brand loyalty, purchase intention, and willingness to pay a premium, thereby supporting the integration of CSR strategies in gaming companies for a competitive market advantage. This study provides a significant research basis for subsequent research.
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