사회적 기업의 특성에 대한 인식이 소비자 반응에 미치는 영향
An Empirical Study on the Influence of Perceived Characteristics of Social Enterprise on Consumer’s Response
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Recently social enterprises are in the spotlight. To achieve long-term success, it is required that social enterprises should increase marketing efforts. Considering characteristics of social enterprise and market trend, we should take more interest in attitude toward firm as a strategic alternative. This study examines how consumer’s perceived characteristics of social enterprise influence on attitude toward social enterprise and purchase intention. The results show that perceived congruence between firm and issue, social issue involvement and perceived benefit of social issue have significant influences on attitude toward social enterprise. Especially social issue involvement has more influence on attitude toward social enterprise. It also reveals that this attitude toward social enterprise is positively related to purchase intention of offerings of this social enterprise. Based on these results,implications for entrepreneurship and publicity strategy are discussed.
Abstract
Recently social enterprises are in the spotlight. To achieve long-term success, it is required that social enterprises should increase marketing efforts. Considering characteristics of social enterprise and market trend, we should take more interest in attitude toward firm as a strategic alternative. This study examines how consumer’s perceived characteristics of social enterprise influence on attitude toward social enterprise and purchase intention. The results show that perceived congruence between firm and issue, social issue involvement and perceived benefit of social issue have significant influences on attitude toward social enterprise. Especially social issue involvement has more influence on attitude toward social enterprise. It also reveals that this attitude toward social enterprise is positively related to purchase intention of offerings of this social enterprise. Based on these results,implications for entrepreneurship and publicity strategy are discussed.
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