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공익연계마케팅과 소비자 반응에 관한 연구: 진정성의 매개효과와 공익관여도의 조절효과

Study on the Effects of Cause-Related Marketing on the Consumers Response : Focusing on the Role of Authenticity and Involvement

김형준|최우석
한국전략마케팅학회 (Korean Strategic Marketing Association)|2017.03|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제25권 제1호|pp. 47-65|DOI http://dx.doi.org/10.21191/jms.25.1.03

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참고문헌

키워드

일관성진정성Authenticity적합성ConsistencyFitness공익관여도공익연계마케팅Cause-Related Marketing(CRM)Cause issue Involvement

초록

본 연구의 주요 목적은 공익연계마케팅활동과 공익적 성격과의 적합성과 마케팅 활동의 일관성에 대한 소비자 인식이 기업태도와 구매의도에 미치는 영향을 검증하고 공익 연계 마케팅에 대한 진정성의 매개효과, 소비자의 공익관여도에 따른 조절효과를 검증하는 것이다. 실증 연구는 총 210명의 표본을 무작위로 선정된 4 집단(A형 : 53명, B형 : 52명, C형 : 52명, D형 : 53명)을 대상으로 실시하였다. 실증 분석의 결과 기업 제품이나 핵심사업과 공익과의 적합성이 높다고 소비자가 인식하거나 지속적으로 수행된 공익연계 마케팅이라고 인식되는 경우 소비자의 반응에 긍정적인 영향을 미쳤다. 특히, 적합하고 지속적으로 이루어진 공익연계 활동이라 하더라도 소비자가 진정성을 인식하여야만 그 효과가 긍정적일 수 있으며 기업 태도와 같은 장기적인 효과보다는 구매의도와 같은 단기적인 효과에서 공익관여도의 조절 효과가 나타났음을 보였다. 연구의 시사점으로 기업은 기업의 제품/사업 분야와의 적합성이 높은 공익 분야를 선택하여 지속적이며 일관되게 공익 연계 마케팅을 수행해야 하며 일회적인 프로모션 수단이 아닌 장기적 전략 계획에 근거하여 수행해야 한다는 시사점을 제시하였다.

Abstract

As the company social responsibility becomes more important, companies begin conducting a variety of cause-related marketing(CRM). CRM is referred as the donation in tandem with the sales to solve current social issues or help the weak. CRM pursuits not only company’s profit and satisfaction of consumer’s altruistic needs. This study examined the consumer responses as the consistency of company’s activities and the fitness of the company’s characteristics with cause when they promote sales under CRM Plus, this study aim to examine the moderating effects of comsumer’s cause involvement and the mediating effect of authenticity between the relation of fitness and consistency with comsumer response(corporate attitude and purchase intention). For this purposes, the author categorized the CRM message into four types according to the fitness(high/low) and consistency(high/low) The research outcomes are as follows. First, The CRM message is the more consistent and fitted with company’s characteristics, consumer respond the more positive to the CRM such as corporate attitude and purchase intention. Secondly, consumer responses in regard with the fitness and consistency of the CRM was mediating with comsumer’s perceived authenticity. This research find the moderating effects of cause involvement on the purchase intention but not on the corporate attitude. This study could be helpful meaning when the companies try to develop positive attitude and promote sales with CRM.

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