An integrated SEM-ANN-NCA approach to predict the factors influencing CSR authenticity and CRM purchase intentions: an attribution theory perspective

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.