Influencing Mechanism of the Corporate Social Responsibility on the Customer Trust—The Mediating Effect of Corporate Reputation and Customer Satisfaction

On the basis of literature review, this study analyzed customer trust formation mechanism based on the corporate social responsibility, and further constructed the concept model. The research variables were measured by the scale that had passed the reliability test and validity test, and the structure equation model was carried out to examine the research hypotheses. The results show that the corporate social responsibility can indirectly improve customer trust, which includes cognitive trust and affective trust, with corporate reputation and customer satisfaction playing the role of mediator variables. The cognitive trust is mainly influenced by the corporate reputation, and the affective trust is mainly influenced by the customer satisfaction. Finally, the management applications were discussed based on the research results.