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Analytical investigation of the effect of consumer perception of social responsibility on the attractiveness of shopping centers and shopping evaluations

Number of pages: 161 File Format: Not Specified File Code: 29313
Year: Not Specified University Degree: Not Specified Category: Management
Tags/Keywords: Marketing - social responsibility
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  • Summary of Analytical investigation of the effect of consumer perception of social responsibility on the attractiveness of shopping centers and shopping evaluations

    Dissertation for Master's Degree (M.A)

    Trend: "Marketing"

    Spring 2011

    Abstract

    The purpose of this research is to analyze the impact of consumer perception of social responsibility on the attractiveness of shopping centers and shopping evaluations. The research method is based on purpose, application and based on collection. The data is a descriptive-survey that describes the opinions of Hyperstar shopping center consumers regarding the components and indicators in the questionnaire. A simple random sampling method was used to select the sample group, and 384 distributed questionnaires were examined. Tool  The measurement in this research is a questionnaire that includes the attractiveness of the shopping center (dependent variable), the local social responsibility activities of the shopping center, the social responsibility activities of the shopping center and the executive activities of the social responsibility of the shopping center (dependent variables) and the perceived performance of social responsibility and the perceived quality of shopping (mediating variables). The components and indicators are prepared based on a 5-point Likert scale. Validation of components and indicators through the method of content validity and reliability, using  It is calculated by Cronbach's alpha method. The value of alpha for all constructs has a value higher than 0.7, which indicates the validity of the questionnaire and the appropriate and identical intellectual perception of the respondents about the content of the variables related to each construct. The results showed that the value of alpha for each construct does not show significant improvement by removing some of their variables. But all the selected indicators for measuring the studied structures have the necessary reliability. And the validity of the tool can be considered acceptable. Statistical inferential and descriptive topics have been used in the analysis of the questionnaire. At the inferential level, the structural equation model including confirmatory factor analysis and path analysis was used. The software used for data analysis is SPSS software package version 18 and LISREL software package version 8.54 under Windows. The results of the research show that there is a significant relationship between the attractiveness of shopping centers and the consumer's perception of the social responsibility of shopping centers at a significant level of 5%. It has already been noticed. The responsibility of organizations towards society means that organizations should take social responsibility towards employees, society and the environment while paying attention to profitability and fulfilling duties towards shareholders. These responsibilities include observing ethics, production safety, occupational health, protecting the legitimate interests of employees and saving resources.

    In the past, many companies only cared about their profits and did not care about social responsibility. According to the belief of these institutions, the most important responsibility towards society is profitability. Based on this, many institutions are facing the problem of violating the legitimate interests of employees, and phenomena such as wasting resources, environmental pollution, and intellectual property violations are seen in some institutions. These incidents are not only  It has caused heavy economic losses for institutions, but it has also tarnished their image. (Sheikhian Azizi, 1389, 1996)

    Corporate social responsibility towards the society includes: consumers, employees, shareholders, philanthropy, environment, etc. Corporate social responsibility is a responsibility between organizations and people who are related to the interests of the organization, and consumers are the same people who are related to the interests of the organization in the development process of the organization, and if they are ignored, irreparable damages will be caused to the institutions.

    Corporate social responsibility as an organization's duty to pay attention to people's rights  and the promotion of human well-being is defined in its operations. Business not only has the economic responsibility of profitability and the legal responsibility of following the laws that guide them towards the realization of economic needs, but also has moral responsibilities that include a range of social norms or standards.   (33 and Carrol, 2000) This seems true for businesses, especially in consumer-oriented industries such as sales. It is anticipated that sellers will have a major impact on corporate social responsibility issues through their specific relationship with consumers.In fact, the sales industry shows a higher social responsibility compared to other sectors

      24 and Larner & Fryxell, 1998  ).

    Based on the assumption that consumers encourage companies for their support of social responsibility programs, many organizations have included social responsibility programs in their policies (35 and Levy, 1999). Research shows that consumers will punish if companies misbehave in their social affairs.

    (18 and Simmons & Becker-Olsen, 2004) Therefore, the reason for participation in social activities depends on the consumer's evaluation of the company's activities in the field of social responsibility.

    Also, the locations of shopping centers are very important in the evaluation of consumers, because   consumers understand how companies are positioned in the competitive landscape and   what is their difference, and as a result, consumers' purchase intention increases.

    ( 61 and Brown & Dacin, 1997).

    Here we examine the effect of consumer perception of social responsibility on the attractiveness of shopping centers and shopping evaluation.

    Statement of the problem

    Corporate social responsibility is a business phenomenon that occurs in the Organizations, especially companies in the field of production  The products required by the consumers have expanded. During the last decade, the number of companies that have accepted responsibility in respect of human rights, consumer rights and supply chain has increased. These measures not only have positive effects on the consumer, but are also considered a potential basis of competitive advantage.  (54  and Zenden, 2008)

    Since consumers are the main element of society  And they are the main element of the market and they always have higher expectations than what they receive, this issue creates a gap between the expectations and perception of the consumer, taking into account the social responsibility, and the dissatisfaction of the consumers includes  Therefore, companies should pay attention to their social responsibility, otherwise they themselves will cause damage to the market  They become themselves. (6 and  (Nicholls, 2002 ) 

    In the field of social responsibility, the sales industry is of special importance because it can establish a special relationship with the consumer through social responsibility measures and lead to a better understanding of the actions of organizations and shopping centers in the field of social responsibility. Shopping centers are managed as complete institutions and the public sector's profit is focused on the durability of urban shopping centers and the way shopping centers compete, and managers make a lot of efforts to coordinate and Promotion of shopping centers as a shopping destination, which can improve the mental image and profit of shopping centers. The activities of shopping centers in the field of social responsibility can be local (supporting cultural and sports events). Is shopping malls attractive to consumers? This research examines the effect of shopping malls' social responsibility measures on consumers' purchase evaluation. Therefore, the main question of this research will be as follows: What is the effect of consumer's perception of social responsibility on shopping malls' attractiveness and shopping evaluation?

     

     

    1-3 The history and background of the subject

    The formation of the subject of social responsibility goes back to the early decades of the 20th century, when companies such as Ford and Cornich started to create non-profit institutions for the development of society. Corporate social responsibility was more noticed in the 50s and 60s. When companies  They faced questions about their role in society and several theories were presented in this field in this decade. (Clarck, 2000, 5)

    The initial definitions of the subject go back to the 50s. In the 60s, the first efforts to provide a better and more accurate idea and image began.

  • Contents & References of Analytical investigation of the effect of consumer perception of social responsibility on the attractiveness of shopping centers and shopping evaluations

    Chapter one: 2

    Research overview. 2

    1-1 Introduction. 3

    2-1 statement of the problem. 4

    1-3 history and history of the subject. 5

    1-4 The importance and necessity of the research topic. 5

    1-5 research objectives. 6

    1-6 theoretical framework of the research. 7

    1-7 analytical model of research. 8

    1-8 research hypotheses. 8

    1-9 research method. 9

    1-10 areas of research. 9

    1-11 statistical society. 9

    1-12 Statistical sample and sampling method: 9

    1-13 Measurement tools and research indicators: 9

    1-14 Data analysis method: 10

    1-15 Research limitations. 10

    1-16 operational and key concepts of research. 10

    The second chapter: 12

    Theoretical literature and research background. 12

    First part: 13

    Social responsibility. 13

    2-1 Introduction: 14

    2-2 Corporate Social Responsibility: 14

    2-3 Dimensions and constituents of social responsibility: 16

    2-4 Dimensions of corporate social responsibility and the place of social responsibility: 16

    2-5 The gradual evolution of social responsibility. 17

    2-5-1 How did social responsibility grow and change? 17

    2-5-2 from altruism to strategic altruism. 18

    2-5-3 from investment to social position investment. 18

    2-5-4 from entrepreneurship to social entrepreneurship. 18

    2-5-5 from corporate social responsibility to profitability. 18

    2-6 three dimensions of social responsibility at the macro level: 18

    2-7 Levels of social responsibility: 19

    2-8 The importance of social responsibility of organizations 19

    2-9 Theoretical perspectives on social responsibility: 21

    2-9-1 Views of supporters and opponents. 22

    2-9-2 Perspective of maximizing net profit. 23

    2-9-3 view of maximizing certain profit. 23

    2-9-4 perspective of social awareness and beneficiary model. 24

    2-9-5 perspective of social services. 24

    2-9-6 Sethi's point of view. 24

    2-9-7 Friedman's theories. 28

    2-9-8 Peterdrucker's theories. 29

    2-10 models of social responsibility. 30

    2-10-1 Davis' model of social responsibility. 30

    2-10-2 Carroll's model of social responsibility. 31

    2-10-3 Wallace's model of social responsibility. 32

    2-11 Social responsibility, the assumption of social accountability. 32

    2-12 Social responsibility of beneficiaries. 33

    2-13 social responsibility continuum. 33

    2-14 ten principles of social responsibility: 34

    2-15 Creating value through social responsibility. 34

    2-16 approaches to social responsibility. 35

    2-17 Social responsibility strategies. 36

    2-18 social capital. 39

    2-19 dimensions and components of social capital. 40

    2-20 Social responsibility and social capital. 40

    2-21 Corporate social responsibility as a competitive advantage. 42

    2-22 Benefits of social responsibility in business. 44

    2-23 Social responsibility and protection of consumer rights: 45

    2-24 The effect of corporate social responsibility programs on retailers and customers. 47

    2-24-1 The relationship between social responsibility and the image of the store at the retailer. 47

    2-24-2 store image with the retailer, customer satisfaction and loyalty. 48

    2-25 The effect of social responsibility in business. 48

    2-26 reasons for companies to turn to social responsibility. 50

    2-27 The effect of social responsibility in marketing and consumer buying behavior 51

    2-28 Research model. 53

    Second part: 54

    2-29 shopping centers and chain stores. 55

    2-29-1 History of creating shopping centers and chain stores: 55

    2-29-2 Types of stores: 56

    30-2 Location principles of shopping centers and stores: 57

    31-2 Consumers and factors affecting the attractiveness of shopping centers 59

    Part three: 60

    Hyperstar. 60

    2-31 Hyperstar Mall. 61

    2-32 Social responsibility of shopping centers and chain stores: 63

    Part four: 66

    Internal and external background. 66

    The third chapter: 70

    Research methodology. 70

    3-1 Introduction. 71

    3-2 research method. 71

    3-2-1 type of research based on purpose. 71

    3-3 spatial domain of research (statistical community) 72

    3-4 temporal domain. 72

    3-5 statistical population, volume and sampling method. 72

    3-5-1 Statistical population. 72

    3-5-2 sample size. 72

    3-5-3 sampling method. 72

    3-6 information gathering methods. 72

    3-7 research measurement scale. 73

    3-8 research measurement ranges: 73

    3-9 research validity or validity: 73

    3-10 research reliability: 73

    3-11 research data and variables. 75

    3-12 Data analysis method 75

    3-12-1 Descriptive statistics. 75

    3-12-2 Inferential statistics. 75

    3-12-2-1 Structural Equations (SEM) 76

    3-14 Linear Equation Modeling Terms. 77

    3-15 Q assessment of suitability or fit. 78

    Chapter four: 80

    Data analysis and research findings. 80

    1-4 Introduction. 81

    2-4 Part I: Descriptive statistics. 81

    4-2-1 Demographic characteristics of respondents. 82

    1-1-2-4 age variable: 82

    4-2-1-2 education level variable: 83

    3-1-2-4 gender variable: 84

    4-1-2-4 marital status variable: 84

    5-1-2-4 income variable: 84

    6-1-2-4 variable The employment status of the respondents: 85

    7-1-2-4 Checking the status of single variable normality: 86

    3-4 exploratory factor analysis using principal components analysis. 86

    4-4 validation of the research model with the structural equation model. 90

    4-4-1 measurement model or confirmatory factor analysis (CFA) 91

    4-4-2 structural model (path analysis model) 101

    4-4-3 structural model fitting (path analysis model) 107

    Chapter five: 110

    conclusion and suggestions. 110

    5-1 Introduction. 111

    5-2 Results from hypotheses or research questions. 111

    3-5 Results from the study of other research findings. 114

    4-5 results or general conclusion. 115

    5-5 limitations of the research: 116

    5-6 suggestions for researchers for future research 116

    sources and reference 144

    appendices 118

    List of tables

    Table 2-1 The role of government in society. 22

    Table 2-2 Social responsibility approaches. 27

    Table 2-3 distinguishing social responsibility and social accountability (same source, 12) 32

    Table 2-5 intra-group and inter-group social capital (Flora, 64, 1999) 40

    Table 2-6: social capital matrix. 41

    Table 2-6, calculation of questionnaire validity by Cronbach's alpha. 74

    Table 4-1 frequency of the variable of age. 106

    Table 4-2 of the frequency of the variable of education. 83

    Table 4-3 of the frequency of the variable of income. 85

    Table 4-5 of the tests for the normality of the distribution of the research variables 86

    Table 4-6 of the EFA sample size 87

    Table 4-7 of the extracted factors with their percentage of variance and cumulative variance 87

    Table 4-8: Factors and variables with factor load 88

    Table 4-9 of the chi-square difference In determining the effectiveness of the initial measurement model. 93

    Table 4-10 results of the research variables measurement model. 99

    Table 4-12 checking the extracted average variance values ??100

    Table 4-13 checking the reliability of the scales used using composite reliability. 101

    Table 4-14, the difference of chi square values ??in estimating the effectiveness of modifying the structural model of research. 102

    Table 15-4, the path coefficients of the effects of all structures and the significance of the estimated parameters 107

    Table 16-4, the fit index of the structural model. 107

    List of charts

    Chart 2-1 of the strategic social responsibility model. 43

    Chart 2-2 The relationship between social responsibility and business performance. 50

    Chart 4-1 of the percentage frequency of age variable. 82

    Chart 4-2 of variable frequency of education. 83

    Chart 4-3 percentage frequency of income variable 85

    Chart 4-4 percentage frequency of employment status variable. 85

    Chart 4-5 scree plot related to the extracted factors of model variables. 88

    Chart 6-4 Chart of analysis of the strength of the confirmatory factor analysis measurement model. 100

    Chart 4-7 Determining the coefficient of the model according to the size of the studied sample for the parameters of the final (structural) model 109

    Chart 4-8 Determining the growth factor of the strength of the structural model based on the significance level of the model parameters. 109 109 Models

    Model 4-1 The initial model for measuring research variables. 118

    Model 4-2 The model for measuring research variables saturated (after corrections) with standardized values. 120

    Model 4-3 t values ??to check the significance of the factor loadings of the model for measuring variables research……………………………………& hellip;………………………………….121

    Model 4-4, the measurement model of saturated research variables (after corrections) with non-standard estimation. 122

    Model 4-5, the general model of Lieserl (path analysis model) with moderating effects (partial model). 131

    Model 4-6, t value to check the significance of the estimated path coefficients in the model with moderating effects (partial model). 132

    Model 4-7, the general model Lisrel (path analysis model) without moderating effects. 133

    Model 4-8 t value to check the significance of the path coefficients estimated in the model without moderating effects. 134

Analytical investigation of the effect of consumer perception of social responsibility on the attractiveness of shopping centers and shopping evaluations
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