본문 바로가기
KERD
논문KCI 등재

SPA 브랜드의 지속가능경영 활동 적합성이 구매의도에 미치는 영향

The influence of sustainability management fit of SPA brand on consumer purchase intention

김선희|이지민
복식문화학회 (The Costume Culture Association)|2015.04|복식문화연구 (The Research Journal of the Costume Culture)|제23권 제2호|pp. 161-175|DOI 10.29049/rjcc.2015.23.2.161

1

조회

0

다운로드

11

인용

0

참고문헌

키워드

구매의도브랜드 태도brand attitudepurchase intentionconsumer satisfaction소비자 만족소비자 지각consumer perception지속가능경영활동 적합성sustainability management fit
주제분류생활과학

초록

Abstract

The purpose of this study is to examine the impact of perceived sustainability management fit of SPA brands on consumer purchase intention. A survey was conducted targeting women in their 20s and 30s from April 27th to May 6th 2013, and a total of 350 questionnaires were used in the final analysis. Frequency analysis, reliability analysis, factor analysis, ANOVA, simple regression analysis and multiple regression analysis were carried out using SPSS ver 21.0. The results of this study are as follows. First, fit of all three areas- economic, ecological and social- of sustainability management activities have a significant impact on consumer perception on sustainability activities. Second, perceived sustainability activities by SPA brands are found to have a positive effect on brand attitude, brand trust and consumer satisfaction. Third, brand attitude and consumer satisfaction forged by perceived sustainability activities by SPA brands have a positive impact on consumers' purchase intention. Based on the result of this study, the following marketing implications can be suggested. First, SPA brands need to be more active in all three area of sustainability activities while coming up with measures for differentiated social sustainability activities. Second, SPA brands need to meet their primary obligation by providing consumers with quality products at a reasonable price. Third, SPA brands need to recognize the potential value of sustainability activities as a driver of a longstanding relationship with consumers as well as long-term profit and value creation, leading to a great financial performance.

참고문헌 (41)

  1. Becker-Olsen, K. L., "The impact of perceived corporate social responsibility on consumer behavior", Journal of Business Research, 59, pp.46~53 (2006)
  2. Berens, G., "Corporate associations and consumer product responses : The moderating role of corporate brand dominance", Journal of Marketing, 69(3), pp.35~48 (2005)
  3. Brown, T. J., "The company and the product : Corporate associations and consumer product responses", Journal of Marketing, 61(1), pp.68~84 (1997)
  4. "A study on social awareness about sustainable development of industry in 2008"[URL]
  5. Caroll, A. B., "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders", Business Horizons, 34(4), pp.39~48 (1991)
  6. 최미영, "패션기업의 CSR 활동 적합성 및 활동 동기 인지에 의한 브랜드 태도 형성", 한국패션디자인학회지, 12(1), pp.75~92 (2012), 한국패션디자인학회
  7. Elkington, J., "Cannibals with forks: the triple bottom line of 21st century business" (1997), Capstone Publishing
  8. Fishbein, M., "Belief, attitude, intention and behavior: An introduction to theory and research" (1975), Addison-Wesly Pub
  9. Goldsmith, R. E., "The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands", Journal of Advertising, 29(3), pp.43~54 (2000)
  10. Heo, J., "The influence of corporate systemized social contribution activities on marketing performance", master, pp.2009
  11. "Depression change the pattern of consumption" (2013)[URL]
  12. 강지혜, "지속 가능한 발전(Sustainable Development)-의류 공급 사슬에로의 적용-", 한국의류학회지, 30(6), pp.829~839 (2006), 한국의류학회
  13. Kim, J. K., "A study about the cause related marketing", Korean Journal of Journalism & Communication Studies, 45, pp.5~42 (2001)
  14. Kim, K. W., "Effects of corporate efforts for the sustainable management on the customer satisfaction and customer loyalty", master, pp.2011
  15. 김선희, "패스트 패션(Fast Fashion)에 대한 고찰(제1보) - 마케팅 전략을 중심으로 -", 복식문화연구, 15(5), pp.875~887 (2007), 복식문화학회
  16. Kim, S. H., "사회공헌은 아름다운 동행" (2007), Samyoungsa
  17. Kim, S. J., "The effect of perceived CSR activities on corporate reputation, corporate trust and purchase intention", master, pp.2010
  18. Kim, S. J., "The effect of corporate social responsibility (CSR) strategy on developing product's premium price: Focused on a fit and a regional factor", master, pp.2012
  19. Kim, Y. T., "A study on the major factors for successive practice of sustainability management to organization", master, pp.2011
  20. "The framework and subjest of practice"[URL]
  21. Lee, E. M., "The effect of the perceived fit between company and CSR activities and between consumer and CSR activities on consumer responses", doctor, pp.2008
  22. 이한준, "기업의 사회적 책임활동이 제품 및 기업평가에 미치는 영향: 신뢰의 매개역할을 중심으로", 마케팅연구, 24(1), pp.231~250 (2009), 한국마케팅학회
  23. 이지은, "CSR 활동의 적합성과 일관성이 소비자의 기업 평가에 미치는 영향 : CSR 활동 지지를 중심으로", 광고학연구, 23(1), pp.319~341 (2012), 한국광고학회
  24. 이정임, "패션 기업의 CSR 활동에 대한 인지적 적합성이 소비자 추천 및 구매의도에 미치는 영향", 한국의류학회지, 35(7), pp.816~827 (2011), 한국의류학회
  25. Lee, S. A., "Clothes shopping propensity and satisfaction with clothes of consumers using SPA casual brands: Focused on female university students", master, pp.2001
  26. Lichtenstein, D. R., "The effect of corporate social responsibility on customer donations to corporate-supported nonprofits", Journal of Marketing, 68(4), pp.16~32 (2004)
  27. Marrewijk, M. V., "Concepts and definition of CSR and corporate sustainability : Between agency and communion", Journal of Business Ethics, 44, pp.95~105 (2003)
  28. Newll, S. J., "The development of a scale to measure perceived corporate credibility", Journal of Business Research, 52(3), pp.235~247 (2001)
  29. Park, J. C., "The effects of corporate efforts for the sustainable management on the corporate trust and customer satisfaction", Journal of Korean Industrial Economics and Business, 1(2), pp.1~22 (2009)
  30. 박종철, "기업의 지속가능경영 활동 측정을 위한 척도개발 연구", 기업경영연구, 19(2), pp.79~98 (2012), 한국기업경영학회[DOI]
  31. 박종철, "기업의 지속가능경영 노력이 제품평가에 미치는 영향 - 신뢰와 호혜성 지각의 매개역할-", 마케팅관리연구, 15(3), pp.45~69 (2010), 한국마케팅관리학회
  32. Park, J. K., "Effects of store attribute of SPA brand on brand preference and purchase intention", The Journal of Korean Living Science Research, 30(1), pp.48~54 (2010)
  33. 박소윤, "기업의 사회적 책임활동에 대한 소비자의 귀인, 지각 그리고 반응", 경영학연구, 41(2), pp.173~200 (2012), 한국경영학회[DOI]
  34. Porter, M. E., "Strategy and society", Harvard Business Review, 84(12), pp.78~92 (2006)
  35. Sen, S., "Does doing good always lead to doing better? Consumer reactions to corporate social responsibility", Journal of Marketing Research, 38(2), pp.225~243 (2001)
  36. 서희경, "국내", 해외 SPA브랜드 의복구매 20대 여성 소비자의 쇼핑성향과 의복만족도, 2011, pp.35(5), 501~512[DOI]
  37. Shin, Y. K., "The modern corporation and society" (2001), Kyungmoonsa
  38. "2010 social contribution white paper" (2010)[URL]
  39. Yang, J. O., "The influence of brand history appeared in brand stories of old fashion companies on consumer brand attitude", doctor, pp.2010
  40. Yoon, I. J., "A study on SPA casual brand's consumer response of sales promotion", master, pp.2002
  41. Yoon, K., "Effects of corporate social responsibility on multiple stakeholder relationships", The Korean Journal of Advertising, 18(5), pp.242~255 (2007)

이 간행물의 다른 논문 (12건)

한국과 아시아 지역 저가 항공사 여승무원의 유니폼 디자인 비교 분석김선영pp. 176-192피카소의 작품에 나타난 뮤즈별 컬러 칩 도출과 적용이금희pp. 193-212남성의 쇼핑성향, 패션관여 및 인구통계적 특성이 아웃도어 웨어 구매의사결정에 미치는 영향 - 제품 선택기준, 점포 선택기준을 중심으로 -정명선, 문경은pp. 213-227모바일 패션 쇼핑 특성과 지각된 상호작용성, 지각된 유용성이 구매의도에 미치는 영향신수연, 김민정pp. 228-2413차원 인체스캐너를 이용한 거들 착용에 따른 인체 형상 단면도와 실루엣 변화 분석임호선, 천종숙pp. 242-253
원문 보기