| Research Title |
The Role of Digital CSR through Value Co-creation toward Patronage Intention in Young Adult Markets |
| Date of Distribution |
26 March 2024 |
| Conference |
| Title of the Conference |
The International and National Conference on Business Administration and Accountancy 2024 (INCBAA 2024) |
| Organiser |
Faculty of Management Sciences, Prince of Songkla University, Hat Yai, Songkhla |
| Conference Place |
At Crystal Hotel Hatyai, Hatyai, Songkhla |
| Province/State |
|
| Conference Date |
23 February 2024 |
| To |
23 February 2024 |
| Proceeding Paper |
| Volume |
4 |
| Issue |
4 |
| Page |
27 |
| Editors/edition/publisher |
Faculty of Management Sciences, Prince of Songkla University |
| Abstract |
The conceptual studyexamineshow Digital CSR through value co-creation toward
patronage intention in young adult markets. The study utilized an experiment scenarios
methodology by obtaining a stratified sampling technique from young adult market
participants, expecting 400 samples. Using a cross-sectional survey design, an online
survey validated the model using partial least square analysis. CSR communication
toward value co-creation is expected to be substantial. The study examines value cocreation through a direct impact on patronage intention. Then, value co-creation would
mediate the correlation between digital CSR and patronage intention. The study offers a
practical significance in that the findings prove a helpful means for ride-hailing service
providers to discover paramount techniques to retain existing customers, and
simultaneously, encourage potential new markets in young adult consumers. The
research needs to improve in other firms and constructs. This study only focuses on the
relationship between the three constructs and the young adult market. The results have
implications for all stakeholders by promoting digital CSR regarding information in
fostering the venture creation process and stimulating customer trust. Digital CSR and
value co-creation on patronage intention are urgent to investigate. The findings will
support the company's survival in global economic crises or uncertainty |
| Author |
|
| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
|
Publication
Journal Publication
ไทย