Abstract
ABSTRACT This study, anchored on attribution theory, examines the role of CSR motives and perceived CSR authenticity in influencing CRM purchase intentions in the context of CRM-oriented online retailers. This study employed integrated SEM-ANN-NCA approach to establish a model’s necessity logic and determine the key predictors that impact CRM purchase intention. The findings of ANN indicated that CSR authenticity was the strongest predictor. Likewise, CSR authenticity, value-driven motive, and stakeholder-driven motive were necessary conditions (must-have) during NCA to determine CRM purchase intention. The results would provide valuable insights to practitioners, including advertising professionals, and online retailers to design effective CRM campaigns.
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