블록체인 기술의 중재 역할을 통한 디지털 사회적 책임이 브랜드 이미지와 구매 의도에 미치는 영향

Abstract

In recent years, the utilization of social media has seen a substantial increase, fundamentally altering the dynamics of human interaction and how businesses carry out their social responsibility endeavors. In the midst of the COVID-19 pandemic, digital platforms emerged as indispensable tools to interact with customers and execute socially responsible activities in the digital realm, often referred to as Digital Social Responsibility (DSR).This research seeks to explore the impact of DSR on consumers' views of a brand and their inclination to buy. Additionally, it examines the moderating effect of blockchain technology on this relationship. To examine these aspects, we carried out a quantitative empirical investigation using an online survey, and we utilized the Structural Equation Modeling (SEM) approach to evaluate the proposed model. Drawing from a dataset of 211 active social media users gathered between November 2022 and March 2023, our findings indicate a significant and positive correlation between DSR initiatives and both brand image and consumer purchase intentions. Furthermore, the influence of blockchain technology on brand image and purchase intentions through DSR was found to be substantial.