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사회적기업에 대한 가치인지와 제품속성유형의 차이가구매의도에 미치는 영향

The Effects on Value Perception for Social Enterprises and Product Attribute Types on Purchase Intention

유소이|박명은|김익태
사단법인 사회적기업학회 (Academy of Social Enterprise)|2021.12|사회적가치와 기업연구 (Journal of Social Value and Enterprise)|제14권 제3호|pp. 31-62|DOI 10.32675/ses.2021.14.3.002

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키워드

사회적기업social enterprise구매의도intention to purchase가치인지쾌락속성실용속성사회적 이미지 혜택집단value perceptionhedonic attributesutilitarian attributessocial image benefit group
주제분류경영학

초록

사회적기업은 영리를 추구하는 기업들과 동일한 시장에서 경쟁을 하고 있기에, 경영활동의 지속성을 위해 차별화된 전략 수립이 줄곧 강조되었다. 그러나 사회적기업의 차별적 마케팅 전략 수립방안과 실행에 대한 연구들은 아직까지 매우 부족하다. 따라서, 본 연구는 소비자의 관점에서 사회적기업이 추구하는 사회적 가 치 인지여부와 구매의도의 연관성을 살펴보고, 제품속성이 사회적 이미지 혜택 집단(개인vs.집단)에 미치는 영향력과 구매의도의 변화를 실험을 통해 검정하였다. 실험 결과 사회적기업의 가치창출 활동을 인지하지 못한 상황과 비교하여, 인지한 경우 구매의도가 더 높 게 발생하였다. 다만, 제품의 속성에 따라 그 차이는 달랐다. 쾌락속성 제품의 경우 인지 후 구매의도가 높 게 발생한 반면, 실용속성은 큰 차이가 없었다. 추가적으로 제품속성유형과 사회적 이미지 혜택 집단(개인vs.집단)의 차이를 실험한 결과 쾌락적 속성은 집 단적 이미지 혜택에 더 호의적이었고, 실용적 속성은 개인적 이미지 혜택에 더 호의적인 반응을 보였다. 이러한 결과를 종합하면, 실제 구매과정에서 사회적기업임을 적극적으로 어필하는 방안이 요구되며, 제품속 성유형과 혜택 집단에 따라 달리 반응하는 소비자를 이해하고 대응함이 요구된다.

Abstract

Social enterprises are directly competing in the market with commercial enterprises. That is why differentiated strategies have been emphasized. Studies of social enterprise of marketing strategies are still insufficient. Therefore, this study explored through experiments the change in the intention of purchase according to whether social enterprises perceived social values from a consumer perspective and the change in the intention of purchase according to social image by product attributes. As a result of the experiment, the purchasing intention was higher when recognizing social value of social enterprise than when the social enterprise was not recognized. However, depending on the properties of the product. In the case of hedonic products, the intention to purchase after recognition was high, while utilitarian properties were not significantly different. Additionally, by product attribute type and by social image benefit group. As a result of experimenting with differences, hedonic attributes were more favorable to group image benefits, and utilitarian attributes were more favorable to personal image benefits. As a result of the study, measures are required to actively promote social enterprise in the purchasing situation. And there is a need for a proper way to deliver product attribute types and benefits to consumers.

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