CONSUMER E-LIFESTYLE, COOPERATE SOCIAL RESPONSIBILITY ACTIVITIES, AND LOYALTY: A CASE STUDY OF SPA CONSUMERS IN PHUKET PROVINCE
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Abstract
This study aims to understand and conceptualize the consumer e-lifestyle and examine the influence of consumer e-lifestyle (i.e., e-activities, e-interests, e-opinions, and e-values) on consumer’s perception of Corporate Social Responsibility (CSR) activities. This study also investigates whether consumers’ brand loyalty is influenced by CSR activities in the context of spa business. The study employed purposive judgment sampling using questionnaire to collect data from 368 local and foreign consumers for spa products and services in Phuket, Thailand. The Partial Least Squares Structural Equation Modelling (PLS-SEM) techniques were applied to analyze the data.
The results revealed that consumer e-interests and consumer e-values have positive effect on CSR activities, while consumer e-activities and consumer e-opinions do not affect CSR activities. Furthermore, the study found that CSR activities have a positive impact on consumer’s brand loyalty. The empirical results and findings from this paper would be beneficial for business marketers and practitioners involved in the spa business to gain better understanding of the factors that could increase the consumer’s loyalty and formulate marketing communication strategies and facilitate this industry’s development.
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