중국 내 한국 식품기업의 사회적 책임 활동 및 브랜드 인지도가 소비자 구매의도에 미치는 영향에 대한 탐색적 연구
Effects of Corporate Social Responsibility and Brand Awareness on Purchase Intent: An Exploratory Investigation of Korean Food Companies in China
0
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
Corporate Social Responsibility(CSR) has aroused deep interest of the academic and the business society because it has been a classical issue related with roles of a company as a member of the society. It is also because CSR might positively affect long-term sustainability of a company. In China, which is a fast growing market with fierce competition of many global companies, CSR has recently become a hot topic, too. This study empirically investigates the relationship of CSR, brand awareness, and purchase intent based on perception of Chinese consumers toward Korean food and confectionary companies in the Chinese market. The research hypotheses in this study are that CSR may positively affect purchase intent, and that this positive effect of CSR may be strengthened(moderated) by brand awareness. Hierarchial regression analysis using data from a questionnaire survey to university students in Hangzhou supported these hypotheses. These results imply that a company needs to approach the CSR issue more actively as a strategic tool to increase purchase intent of consumers, not passively just as responsibility.
Abstract
Corporate Social Responsibility(CSR) has aroused deep interest of the academic and the business society because it has been a classical issue related with roles of a company as a member of the society. It is also because CSR might positively affect long-term sustainability of a company. In China, which is a fast growing market with fierce competition of many global companies, CSR has recently become a hot topic, too. This study empirically investigates the relationship of CSR, brand awareness, and purchase intent based on perception of Chinese consumers toward Korean food and confectionary companies in the Chinese market. The research hypotheses in this study are that CSR may positively affect purchase intent, and that this positive effect of CSR may be strengthened(moderated) by brand awareness. Hierarchial regression analysis using data from a questionnaire survey to university students in Hangzhou supported these hypotheses. These results imply that a company needs to approach the CSR issue more actively as a strategic tool to increase purchase intent of consumers, not passively just as responsibility.
참고문헌 (48)
- 박은주, "서비스품질과 쇼핑가치가 소비자 만족 및 재구매의도에 미치는 영향 - 50, 60대 여성 소비자를 중심으로 -", 대한가정학회지, 43(10), pp.115~124 (2005), 대한가정학회
- 김명소, "인터넷 사용시의 flow 경험과 전자상거래를 통한 구매의도의 관계모형 개발", 한국심리학회지: 산업 및 조직, 12(1), pp.197~225 (1999)
- 김용만, "기업커뮤니케이션 수단으로서의 스포츠스폰서십과 메세나의 인과적 모형 비교 연구", 한국체육학회지, 42(4), pp.461~470 (2003), 한국체육학회
- 김해룡, "기업의 사회적 책임에 대한 척도 개발", 마케팅연구, 20(2), pp.67~87 (2005), 한국마케팅학회
- 김훈철, "브랜드 설득" (2005), 다산북스
- 노장오, "좋은 상표" (1994), 김영사
- 박기남, "지각된 웹 서비스품질이 기업이미지 구축 및 구매의도에 미치는 영향에 관한 연구", 한국소비자학회지, 12(3), pp.1~27 (2001)
- 변선영, "한․일 기업의 전략적 CSR 활동과 기업성과", 국제경영연구, 22(1), pp.83~110 (2011), 한국국제경영학회
- 양웅, "브랜드 인지도에 따른 광고수사법의 효과 연구: 나이도와 의미고정을 중심으로", 박사, pp.2004
- 윤성준, "웹 쇼핑몰 사이트 신뢰도의 결정용인과 구매의향에 미치는 영향에 관한 시뮬레이션 접근 방법", 경영학 연구, 29(3), pp.353~376 (2000)
- 이한준, "기업의 사회적 책임활동이 제품 및 기업평가에 미치는 영향: 신뢰의 매개역할을 중심으로", 마케팅연구, 24(1), pp.231~250 (2009), 한국마케팅학회
- 장정우, "기업의 사회적 책임이 성과에 미치는 영향: 시장지향성과 경영자의 지원이 미치는 영향", 한국경영학회 통합학술대회 (2007)
- 전정아, "이용객의 특성에 따른 브랜드 자산이 구매의도에 미치는 영향: 호텔 브랜드 베이커리를 중심으로", 관광·레저연구, 20(3), pp.227~247 (2008), 한국관광.레저학회
- 최호림, "브랜드의 외재적 속성이 소비자의 지각된 품질, 지각된 위험 및 구매의도에 미치는 영향", 박사, pp.2009
- 한충민, "외국 기업의 사회적 책임에 대한 소비자 기대에 관한 실증 연구 - 유럽 자동차 업체를 중심으로 -", 국제경영연구, 22(1), pp.29~50 (2011), 한국국제경영학회
- 殷格非, "中國企業社會責任發展的階段分析", WTO經濟導刊, 2, pp.97~102 (2007)
- 王志樂, "第三次提升：中國企業面臨強化全面責任的挑戰" (2008), 中國經濟出版社
- Alba, J, "Dimensions of Consumer Expertise", Journal of Consumer Research, 13(4), pp.411~454 (1987)
- Anderson, E. W, "The Antecedents and Consequences of Customer Satisfaction for Firms", Marketing Science, 12(2), pp.125~143 (1993)
- Anderson Jr., W. T, "The Socially Conscious Consumer", Journal of Marketing, 36(3), pp.23~31 (1972)
- Assael, H., "Consumer Behaviour: A Strategic Approach" (2004), Boston: Houghton Mifflin
- Boulding, W., "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions", Journal of Marketing, 56(4), pp.57~71 (1993)
- Bowen, H. R., "Social Responsibility of the Businessman" (1953), New York: Harper & Row
- Brown, T. J, "The Company and the Product: Corporate Associations and Consumer Product Response", Journal of Marketing, 61(1), pp.68~84 (1997)
- Business in the Community, "A Study of Corporate Social Responsibility" (1996)
- Carroll, A. B., "The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders", Business Horizons, 34(1), pp.39~48 (1991)
- Carroll, A. B., "Corporate Social Responsibility Evolution of Definitional Construct", Business & Society, 38(3), pp.68~95 (1999)
- Davidson, A. R, "Variables That Moderate The Attitude-Behavior Relation: Results of a Longitudinal Survey", Journal of Personality and Social Psychology, 37, pp.1364~1376 (1979)
- Engel, J. F., "Consumer Behavior, 6th ed" (1990), Hinsdale, IL: The Dryden Press
- Fry, L. W., "Corporate Contributions: Altruistic or For-Profit", Academy of Management Journal, 25(1), pp.94~106 (1982)
- Grewal, D., "The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions", Journal of Retailing, 74(3), pp.331~352 (1998)
- Janiszewski, C, "A Connectionist Model of Brand-Quality Associations", Journal of Marketing Research, 37(3), pp.331~350 (2000)
- Kassarjian, H. H., "Incorporating Ecology into Marketing Strategy: The Case of Air Pollution", Journal of Marketing, 35, pp.61~65 (1971)
- Keller, K. L., "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity", Journal of Marketing, 57(1), pp.1~22 (1993)
- Lantos, G. P., "The Boundaries of Strategic Corporate Social Responsibility", Journal of Consumer Marketing, 18(7), pp.595~630 (2001)
- McGuire, J. W., "Business and Society" (1963), New York: McGraw-Hill
- Mullet, G, "Analysis of Purchase Intent Scales Weighted by Probability of Actual Purchase", Journal of Marketing Research, 22(1), pp.93~96 (1985)
- Murphy, I. P., "Pillsbury Proves Charity, Marketing Begins at Home", Marketing News, 17, pp.16~ (1997)
- Morwitz, V. G, "Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which “Intenders” Actually Buy", Journal of Marketing Research, 29(4), pp.391~405 (1992)
- Nedungadi, P., "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations", Journal of Consumer Research, 17(3), pp.263~276 (1990)
- Paluszek, J. L., "Public Affairs and the Community" (1997), Corporate Social Responsibility
- Porter, M. E, "Strategy and Society: The Link between Competitive Advantage and Corporate Social Responsibility", Harvard Business Review, 84(12), pp.56~68 (2006)
- Ross, J. K., "Consumer Perceptions of Organizations That Use Cause Related Marketing", Journal of the Academy of Marketing Science, 20(1), pp.93~97 (1992)
- Sen, S, "Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility", Journal of Marketing Research, 38, pp.225~243 (2001)
- Smith, D, "The Effects of Brand Extensions on Market Share and Advertising Efficiency", Journal of Marketing Research, 29(3), pp.296~313 (1992)
- Steiner, G. A., "Strategic Planning" (1979), The Free Press
- Tsiotsou, R., "The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intention", International Journal of Consumer Studies, 30(2), pp.207~217 (2006)
- Yoo, B., "An Examination of Selected Marketing Mix Elements and Brand Equity", Journal of the Academy of Marketing Science, 28(2), pp.195~211 (2000)