Key Points
- A study links CSR initiatives with increased purchase frequency in global online shopping.
- Simplified online shopping enhances the impact of CSR on purchasing behavior.
- CSR can build trust and address hesitations in new and developing markets.
- The findings suggest CSR will play a vital role in global e-commerce strategies.
Online shopping is reshaping how consumers access international markets. Yet trust issues, cultural differences, and unfamiliarity with foreign products deter many shoppers from using global e-commerce platforms. A recent study led by Assistant Professor Ha Kyung Lee of Chungnam National University explores how global companies can address these concerns by streamlining online shopping experiences and emphasizing their corporate social responsibility (CSR) initiatives.
The study, published in the Journal of Retailing and Consumer Services, analyzed data from 1,033 online shoppers in South Korea and Japan. It revealed that companies’ contributions to environmental or social causes significantly amplify the positive impact of user-friendly online shopping platforms on purchase frequency.
Professor Lee noted that simplifying online shopping encourages consumers to buy global products, while CSR initiatives further enhance this relationship. The study also highlighted notable differences between South Korean and Japanese consumers. Although Japanese shoppers are generally less active in online shopping, they responded strongly to CSR initiatives. According to Professor Lee, CSR cues helped alleviate Japanese consumers’ hesitations by aligning their positive perceptions of online shopping with the trust-building aspects of social contributions.
These findings suggest that CSR can help bridge trust gaps and cultural barriers, though its impact may vary across different markets. For businesses, improving platform usability and incorporating transparent CSR messaging can significantly influence purchasing behavior, particularly in regions where foreign brand trust is still developing.
As companies seek to expand into new markets, CSR can be a strategic tool for building consumer confidence, mitigating cultural hesitations, and encouraging digital adoption. Over time, these efforts may establish CSR as a standard feature of global e-commerce, fostering inclusivity and bridging the digital divide.
Professor Lee emphasized that the study’s implications could influence long-term strategies, particularly in countries with lower adoption of online shopping. By integrating CSR into their operations, companies can make online shopping more accessible and trusted across diverse markets.