擁有連接地球各個方面的能力，電子商務正成為開展業務的首選媒介。這意味著消費者也將不得不適應公司轉型業務的趨勢。因此，隨著國際貿易的昌盛與轉型，電子商務的發展將繼續對地球產生重要的影響。隨著銷售收入的增加，公司的責任感也隨之增加。儘管公司對消費者，環境和整個社會負有自己的責任，但從公司那裡購買商品的消費者也應承擔責任。本文著重於消費者的心態，特別是衡量消費者參與企業社會責任的意圖，無論是從事與企業社會責任有關的活動，還是從積極從事企業社會責任的公司購買產品，都會影響他們的購買意願。建議通過提高客戶滿意度和電子購物體驗來提高消費者的企業社會責任的意願，從而提高他們的購買意願。過去已經進行了許多與這些因素有關的研究，但是從消費者的角度討論企業社會責任在電子商務中的作用時，仍然存在研究空白。本文旨在彌補以往研究與電子商務未來發展之間的差距。總體而言，結果表明客戶企業社會責任意圖與購買意圖之間存在正相關。但是，值得一提的是，發現客戶滿意度與消費者的企業社會責任意圖之間沒有顯著相關性。儘管如此，調查的結果確實顯示了重要的結果，因此對電子商務中的企業社會責任領域具有理論和管理意義。

With the ability to connect all sides of the planet, online commerce is becoming the preferred medium to conduct business. This means that as companies transform their businesses, consumers will have to adapt as well. Keeping this in mind, it is also important to remember the effects international trade have and will keep having on the planet. As sales revenues increase, so does the company’s accountability. And whilst a company has its own responsibilities towards its consumers, the environment and society as a whole, so do the consumers purchasing from it. This dissertation focuses on the consumer’s mindset, specifically measuring how the consumer’s intentions to engage in CSR, whether in CSR related activities or purchasing from a company actively engaging in CSR, effect their purchase intentions. It is proposed that with higher levels of customer satisfaction and online shopping experience, the consumer’s CSR intentions will be elevated as well and in turn raise their purchase intention. There have been many studies performed in the past relating to these factors, however a research gap still exists when discussing the role of CSR in E-commerce from a consumer’s perspective. This dissertation aims to bridge the gap between previous studies and the future development of E-commerce. Overall, the results have indicated a positive correlation between customer CSR Intentions and Purchase intentions. However, it is worth mentioning a correlation between customer satisfaction and consumer’s CSR intentions was not found to be significant. Nevertheless, the results of the survey do show significant results, and thus have both theoretical and managerial implication on the field of CSR in E-commerce.

Thesis validation letter i
Abstract (Chinese) ii
Abstract (English) iii
Chapter 1: Introduction 1
1.1 Research Background: 1
1.2 Research Gaps 2
1.3 Research Questions 3
1.4 Structure of the Dissertation 4
Chapter 2: Literature Review 6
2.1 E-commerce: 6
2.2 Corporate Social Responsibility10
2.3 Purchase Intention 12
2.4 CSRI – Corporate Social Responsibility Intentions 13
2.5 Customer Satisfaction 15
2.6 Theoretical Framework: 17
Chapter 3: Research Methodology 18
3.1 Research Design 18
3.1.1 Questionnaire Design 19
3.1.2 Respondent Profile 20
3.2 Operational Variables and Measures 21
3.3 Data Analysis Strategy 24
Chapter 4: Research Findings 25
4.1 Confirmatory Factor Analysis 25
4.2 Descriptive statistics on Samples 28
4.3. Hypotheses Testing 30
Chapter 5: Discussion and Conclusion 32
5.1 Theoretical Implication 32
5.2 Managerial Implication 33
5.3 Limitations and Future Research 34
References 35
Appendices 40
Appendix 1: Survey Questions in English 40
Appendix 2: Survey Questions in Mandarin 43

Ariguzo, G. C., Mallach, E. G., & White, S. D. (2006). The first decade of e-commerce. Int. J. Business Informaiton Systems, Vol. 1, No. 3, 239 - 255.
ASC X12. (2004, July). The Creation of ASX X12. Retrieved from ASC X12: http://www.x12.org/x12org/about/X12History.cfm
Atulkar, S., & Kesari, B. (2019). A review on customer shopping attitude towards online shopping. National Conference DIOMR - 2019, (pp. 28 - 35).
Bhattacharya, C., & Sen, S. (2004). Doing Better at Doing Good: When, Why and How Consumers Respond to Corporate Social Initiatives. California Management Review, Vol. 47, 9-24.
Boulding, W., Kalra, A., & Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of MArketing Research, 7 - 27.
Bou-Llusar, J., Camisón-Zornoza, C., & Escrig-Tena, A. B. (2001). Measuring the relationship between fiem perceived quality and customer satisfaction and its influence on purchase intentions. Total Quality Management, 719 - 734.
Bowen, H. R. (1953). Social responsibilities of the businessman. New York: Harper & Row.
Chatzopoulou, E., & De Kiewiet, A. (2020). Millennials evaluation of corporate social responsibility: The wants and needs of the largest and most ethical generation. Journal of Consumer Behaviour.
Chong, K. (2017, January 20). Millenials and the Rising Demand for Corporate Social Responsibility. Retrieved from California Management Review: https://cmr.berkeley.edu/2017/01/millennials-and-csr/#:~:text=CSR%20reports%2C%20or%20publicly%20released,popularity%20over%20just%20four%20years.
Cox, E. P. (1980). The Optimal Number of Response Alternatives for a Scale: A Review. Jounral of MArketing Research, 407 - 422.
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and. Journal of Business Research, 608 - 620.
Farris, P. W., Bendle, N., Pfeifer, P. E., & Reibstein, D. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. New Jersey: Pearson Education.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and REsearch. Reading: MA: Addison-Wesley.
Frederick, W. C. (1960, July 1). The growing concern over business responsibility. California Management Review, pp. 54 - 61.
Friedman, M. (1970, September 13). The social responsibility of business is to increase profits. New York Times Magazine.
González, M. E., Comesaña, L., & Brea, J. (2007). Assessing tourist behavioral intentions through perceived service quality. Journal of Business Research, 153 - 160.
GuruFocus. (2017, MArch 14). UK Online Shopping and E-Commerce Statistics for 2017. Retrieved from Nasdaq: https://www.nasdaq.com/articles/uk-online-shopping-and-e-commerce-statistics-2017-2017-03-14
Ibrahim, W. (2016, January 12). EDI Vs. API. (E. f. Research, Interviewer)
Johns, R. (2010). Likert Items and Scales. Survey Question Bank: Methods Fact Sheet 1.
Kalia, P., Kaur, N., & Singh, T. (2017). E-Commerce in India: Evolution and Revolution of Online Retail. In M. Khosrow-Pour, Mobile Commerce: Concepts, Methodologies, Tools and Applications (pp. 736 - 758). Hershey, Pennsylvania.
Kim, W., Park, H.-S., Wanyoung, C., & Jun, H. (2017). The Relationships between Service Quality, atisfaction, and Purchase Intention of Customers at Non-Profit Business. International Journal of Business MArketing and Management (IJBMM), Volume 2 Issue 11, 12 - 19.
Kotler, P., & Lee, N. (2004). Corporate social responsibility: Doing the most good for your company and your cause. Hoboken: Wiley.
Kuo, Y.-F., Wu, C.-M., & Deng, W.-J. (2009). The relationships among service quality, perceived value, customer satisfaction,. Computers in Human Behavior, 887 - 896.
Manski, C. (1990). The use of intentions data to predict behavior: A best-case analysis. Journal of the American Statistical Association (85) 412, 934 - 940.
McWilliams, A., & Siegel, D. (2001, January). Corporate Social Responsibility: A Theory of the Firm Perspective. The Academy of Management Review, Vol. 26, No. 1, pp. 117 - 127.
Miller, G. A. (1956). The MAgical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information. Psychological Review, 63(2), 81 - 97.
Millman, H. (1998, April 6). A brief history of EDI. Info World, p. 83.
Morwitz, V. (2012). Consumers' Purchase Intentions and their Behavior. Foundations and Trends® in Marketing 7(3), 181 - 230.
Nielsen. (2015). The Sustainability Imperative: New Insights on Consumer Expectations. The Nielsen Company.
Oberle, B., Bringezu, S., Hatfield-Dodds, S., Hellweg, S., Schandl, H., & Clement, J. (2019). Global Resources Outlook. Kenya: United Nations Environment Progamme.
Orendorff, A. (2019, February 14). Global Ecommerce Statistics and Trends to Launch Your Business Beyond Borders. Retrieved from Shopify: https://www.shopify.com/enterprise/global-ecommerce-statistics#:~:text=Worldwide%20numbers%20aside,%20ecommerce%E2%80%99s%20regional%20markets%20rank%20as,East:%20$1%20...%206%20South%20America:%20$17.7%20billion
Peña - García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Ribamar Siqueira-Junior, J. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon.
Scala, S., & McGrath, R. (1993). Advantages and Disadvantages of Electronic Data Interchange: An Industry Perspective. In Information & Management, Volume 25, Issue 2 (pp. 85-91).
Sheehy, B. (2014, July 1). Defining CSR: Problems and Solutions. Springer Science+Business Media Dordrecht.
Tassabehji, R. (2003). Introduction to e-commerce. In R. Tassabehji, Applying E-commerce in Business (First ed., pp. 3 - 29). Bradford, West Yorkshire: SAGE Publications Ltd.
Taylor, S., & Baker, T. (1994). An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions. Journal of Retailing, Vaolume 70, Number 2, 163 - 178.
Ţimiraş, L. C., & Nichifor, B. (2015). Landmarks on the evolution of E-commerce in the European Union. Studies and Scientific Researches. Economic edition, No 21, 151 - 160.
UNECE. (1990). Introducing UN/EDIFACT. Retrieved from United Nations Economic Commission for Europe: https://unece.org/trade/uncefact/introducing-unedifact
Young, J. (2021, April 26). Global online sales reach nearly $4.29 trillion in 2020. Retrieved from Digital Commerce 360: https://www.digitalcommerce360.com/article/global-ecommerce-sales/
Zwass, V. (1996). Electronic Commerce: Structures and Issues. International Journal of Electronic Commerce, 3-23.
Zwass, V. (2016, February 10). E-commerce. Retrieved from Britannica: https://www.britannica.com/technology/e-commerce