Purpose – Prior research suggests that corporate social responsibility (CSR) initiatives can enhance consumer perceptions of a company, leading to favorable buying behaviors. Yet, there is limited evidence on how this applies in mobile commerce. Using social exchange theory, this study investigates how trusting beliefs and satisfaction mediate the influence of CSR on mobile purchase intention. Design/methodology/approach – A cross-sectional survey was carried out with 314 students from Keimyung University, Korea, employing a nonprobability convenience sampling method. Confirmatory factor analysis was performed with SPSS-Amos, and the study hypotheses were evaluated through structural equation modeling. Findings – Results reveal that two dimensions of trusting beliefs—benevolence and competence—positively affect the link between CSR and purchase intention in mobile shopping apps. Trusting beliefs were found to partially mediate this effect. Additionally, satisfaction partially mediated the influence of CSR on purchase intention. Originality/value – This research extends social exchange theory to mobile commerce by explaining the pathways through which CSR impacts purchase intention. It incorporates both trusting beliefs and satisfaction into the CSR–purchase intention framework and investigates the individual roles of the three trusting beliefs dimensions. Practical recommendations for mobile shopping platforms to enhance CSR outcomes are provided.
