Volume 19, Number 2, December 2024
| The Impact of Corporate Social Responsibility, Product Value, and Advertisement Format on Financial Card Purchase Intention
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Abstract
This study explored how corporate social responsibility, product values, and advertisement formats influence purchase intentions for financial or credit cards. The Persuasion Knowledge Model, when applied to the purchase behavior of financial products, explains how consumers are persuaded to make purchase decisions. This theoretical framework can be combined with research in social psychology to provide in-depth insights and assist financial institutions in achieving their marketing goals effectively. This study collected 300 samples through three sub-studies of experimental design and conducted ANOVA. The findings show that (1) consumers' purchase intention for products with corporate social responsibility is higher than that for products without corporate social responsibility; (2) consumers' purchase intention for products with utility value products is higher than that of products with hedonic value; (3) consumers' purchase intention for products with dynamic formats is higher than that of products with static formats. This study is a forerunner in taking credit or financial cards from financial institutions as the research object. The value of this study is to evaluate the three types of advertising preferences for financial or credit card products and determine the shopping behaviors of the new millennia.
Keywords: Corporate Social Responsibility, Product Value, Advertisement Format, Purchase Intention, Financial Cards, Persuasion Knowledge Model
JEL Classification: M14, M37