This study aimed to examine the effects of product quality and corporate innovation on CSV motives and corporate attitude in CSV, as well as what effects such CSV motives perception has on corporate attitude. We conducted an online experiment based on corporate capability level in the context CSV activities associated with health & beauty store. The results indicate that product quality and corporate innovation were likely to increase value-driven motives, stakeholder-driven motives, strategy-driven motives. Also, only product quality had positive effects on egoistic-driven motives. High product quality and corporate innovation were variables that made corporate attitudes perceived positively, and among the motives for CSV activities, there were significant positive effects on value-driven motives and stakeholder-driven motives. Finally, value-driven motives and stakeholder-driven motives between product quality and corporate attitude showed significant mediating effect, and value-driven motives had the mediating effects between corporate innovation and corporate attitude. Implications and limitations of the study were discussed.