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Elvis Cheng Xu

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We conduct a field trust game under a natural experiment context to test the impacts of urbanisation on trust. We conjecture that urbanisation, defined in this context as the process of state-led rural-urban migration, contributes to a transformation of trust levels among co-villagers and towards outsiders. We test this conjecture in an experimental approach and more generally, examine whether the urbanisation will produce significant impacts on in-group trust and out-group trust. The research finds that urbanisation does not decrease significantly the trust towards co-villagers, meaning the in-group trust did not change statistically significantly. However, the trust towards outsiders does increase as a result of the state-led urbanisation. We also run a regression on the trust exhibited towards participants in the experiment and found the partial effect of whether they are co-villagers or outsiders weakens as a result of the urbanisation, and therefore conclude urbanisation decreases out-group discrimination in trust.

Yun Liu, Elvis Cheng Xu

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Previous research has addressed the effects of corporate social responsibility (CSR) initiatives on consumer purchase intention (CPI). However, most of the empirical evidence is based on the analysis of mature large-scale firms; much less examines the effects of CSR initiatives on CPI in entrepreneurial contexts. In this study, we address this gap by investigating whether entrepreneurial start-ups' declaration of CSR engagement affects consumers' purchasing intent. We assert that consumers may consider firms' CSR engagement as a signal for unobserved product quality. We exploit a vignette experimental approach to test our theoretical predictions. In our experiment, participants received online invitations to subscribe to an electronic catalog that advertised various products supplied by entrepreneurial start-ups. The invitations are of five types, some of which presenting different CSR-related information on the suppliers to the participants. Overall, we find that the displayed information on CSR engagement promotes participants' willingness to subscribe to the electronic catalog, indicating that consumers will increase their purchase intentions for ethically oriented suppliers. Moreover, we find that among all the initiatives, external CSR initiatives (social contribution and environmental responsibility) promote consumers' intentions to purchase most effectively. To the best of our knowledge, our study is the first to explore the effects of different CSR initiatives on entrepreneurial start-ups in entrepreneurship literature. We highlight the heterogeneous effects of CSR initiatives on CPI, contributing new insights to research on CSR and consumer behavior.