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신용협동조합의 지속가능 모델에 관한 연구: 브랜드 동일시와 진정성을 중심으로

A Study on the Sustainability Model of the Credit Co - operatives: Focusing on Brand Identification and Authenticity

최지연|이선로
사단법인 사회적기업학회 (Academy of Social Enterprise)|2016.12|사회적가치와 기업연구 (Journal of Social Value and Enterprise)|제9권 제2호|pp. 57-83|DOI 10.32675/ses.2016.9.2.002

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참고문헌

키워드

진정성협동조합신뢰몰입authenticitytrustidentificationcommitment동일시social identity theoryco-operatives사회정체성 이론
주제분류경영학

초록

본 연구에서는 신용협동조합과 소비자와의 지속적인 관계에 영향을 주는 요인을 탐색하고, 사회정체성 이론(social identity theory)을 확장하여 브랜드 동일시(identification)와 진정성(authenticity)을 선행변수로 들어 이러한 메커니즘을 실증 분석하고자 한다. 협동조합의 특성인 자발적 참여와 균등한 지배구조에 근거한 의사결정과 사회적 기업의 사회적 가치 지향성을 반영한 연구 변수인 조합의 사회적 목적의 진정성, 신뢰, 몰입 및 조합 브랜드 일체성에 대한 조합원의 인식이 협동조합의 지속가능성에 미치는 영향을 알아보고자 하였다. 가설 검증을 위한 실증 분석 결과에 따라 다음과 같은 결론을 도출하였다. 첫째, 브랜드 진정성이 협동조합의 지속성을 견인하는 초석역할을 하는 조합원의 신뢰와 몰입에 긍정적인 영향을 주고 있었으며, 둘째, 계산적 몰입의 간접효과가 신뢰의 간접효과에 상응하는 정도로 높게 나타나고 있었다. 마지막으로, 조합원의 브랜드 동일시가 소비자 신용 협동조합 운영에 있어도 그들의 로열티에 강력한 영향을 미치고 있음을 재차 확인할 수 있었다.

Abstract

This study explores the factors influencing the continuous relationship between credit co-operatives and their consumers based on the social identity theory and brand authenticity. Reflecting the characteristics of co-operatives including voluntary participation, equal power in decision making, and high degree of social value orientation, therefore, in this research the impacts of authenticity in the social mission, trust, commitment, and brand identity on the credit co-operatives' sustainability have been examined. Results can be summarized as follow: First, brand authenticity plays important roles in increasing consumers' trust and commitment. Second, calculative commitment shows significant indirect impact on maintaining brand loyalty as much as trust does. Third, brand identification also directly influences the consumers' loyalty in the consumer credit co-operatives as shown in for-profit organizations.

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