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소비자의 CSR 참여가 브랜드 태도에 미치는 영향: 사회적 연결감 및 설득지식의 직렬다중매개효과

The Effect of Consumer Participation in Corporate Social Responsibility: A Serial Multiple Mediation Effect of Social Connectedness and Persuasion Knowledge

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초록

본 연구는 소비자 자신이 직접 참여하지 않더라도 다른 일반 소비자들이 참여하는 형태의 CSR활동을 하는 브랜드에 대한 소비자의 긍정적인 평가를 연구하였다. 연구 결과 일반소비자가 브랜드의 CSR활동에 참여하면 소비자의 사회적 연결감을 통해 브랜드 태도에 긍정적 영향을 주는 것으로 나타났다. 본 연구는 기존 CSR 관련 문헌에서 충분히 논의되지 않은 일반소비자가 참여하는 형태의 CSR활동의 효과를 살펴봄으로써 브랜드의 CSR활에 대한 이해를 확정시키며, 일반소비자 참여형태의 CSR활동이 브랜드 태도에 미치는 영향을 살펴봄에 있어 사회적 연결감과 설득지식의 매개효과를 검증하였다.

Abstract

Consumers' participation in CSR positively affects individuals' brand attitudes; brand CSR activities have a positive impact on brand attitudes through social connectedness and have a negative effect on brand attitudes through persuasion knowledge. In addition, this study confirmed that the CSR activities of the brand positively affect the brand attitude through both social connectedness and persuasion knowledge, and in this process, the activation of persuasion knowledge is suppressed by social connectedness. This study is meaningful in that it expanded its understanding of CSR by clarifying the process in which some consumers' CSR participation affects general consumers by highlighting the role of consumer participation that has not been sufficiently discussed in the existing CSR literature.

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