Media Perception of Customers in Corporate Social Responsibility of Department Store in Buffalo Racing Festival Project Chonburi Province

Main Article Content

Jirapa Phungbangkruay Angkana Ankananujaree

Abstract

This study had 3 objectives; 1). To study the degree of media perception on corporate  social responsibility of department store 2).To study the relationship between media perception on corporate social responsibility and customer satisfaction 3). To study the mediating role of customer satisfaction between media perception on corporate social responsibility and behavioral intention. This study collected the data from 200 participants at a buffalo racing festival in Chonburi province. Purposive sampling was employed. Exploratory and confirmatory factor analysis were tested. Structural equation modeling was employed to test the hypotheses. 


It was found that most of respondents were female and 31–40 years old. They hold a Bachelor degree and earn 20,001-30,000 baht per month. The degree of media perception on corporate social responsibility of cultural project in Thailand and customer satisfaction was at a high level. In addition, the degree of behavioral intention was at a very high level. Moreover, it was found that media perception on corporate social responsibility have a positive relationship with customer satisfaction. In addition, Point of event media has an indirect effect with behavioral intention through customer satisfaction.

Article Details

How to Cite
Phungbangkruay, J., & Ankananujaree, A. (2018). Media Perception of Customers in Corporate Social Responsibility of Department Store in Buffalo Racing Festival Project Chonburi Province. WMS Journal of Management, 7(2), 36-46. Retrieved from https://www.tci-thaijo.org/index.php/wms/article/view/125726
Section
Research Articles-Academic Articles
Author Biographies

Jirapa Phungbangkruay

Office of Education Management, Faculty of Management and Tourism, Burapha University

Angkana Ankananujaree

Student of Bachelor Degree of Business Administration, Faculty of Management and Tourism, Burapha University

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