본문 바로가기
KERD
논문KCI 등재

The Influence of Super-Centers' Social Responsibility Activities and Authenticity On Consumer Attitude and Purchase Intention

주윤황|조희영
한국유통과학회 (Korea Distribution Science Association)|2015.02|유통과학연구 (Journal of Distribution Science)|제13권 제2호|pp. 35-44|DOI 10.15722/jds.13.2.201502.35

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

Purchase IntentionsCSR. CSR AuthenticityTrust. Consumer Attitude

초록

Purpose – In this study, corporate social responsibility activities as perceived by customers visiting super-centers and the influence of the authenticity of such social responsibility activities on trust have been examined while attempting to verify how trust would influence consumers' attitude and purchase intention. Research design, data, and methodology – For data collection, a questionnaire survey has been conducted on 200 consumers who would visit super-centers, and 161 effective samples have been used for the final analysis. Methodologies such as Cronbach’s α, factor analysis, correlation analysis, and structural equation modeling were used. Results – Among corporate social responsibility activities, legal responsibility in particular has turned out to influence consumers rather greatly. Thus, law observance has turned out to be a necessity rather than merely an economic or ethical responsibility; as for trust, trust in the product has turned out to exert more influence on consumers than trust in the enterprise. Conclusions – Corporate social responsibility activities can mean that the complete fulfillment of natural and proper corporate responsibility will secure consumer trust, thus influencing consumer attitude and purchase intention positively.

Abstract

Purpose – In this study, corporate social responsibility activities as perceived by customers visiting super-centers and the influence of the authenticity of such social responsibility activities on trust have been examined while attempting to verify how trust would influence consumers' attitude and purchase intention. Research design, data, and methodology – For data collection, a questionnaire survey has been conducted on 200 consumers who would visit super-centers, and 161 effective samples have been used for the final analysis. Methodologies such as Cronbach’s α, factor analysis, correlation analysis, and structural equation modeling were used. Results – Among corporate social responsibility activities, legal responsibility in particular has turned out to influence consumers rather greatly. Thus, law observance has turned out to be a necessity rather than merely an economic or ethical responsibility; as for trust, trust in the product has turned out to exert more influence on consumers than trust in the enterprise. Conclusions – Corporate social responsibility activities can mean that the complete fulfillment of natural and proper corporate responsibility will secure consumer trust, thus influencing consumer attitude and purchase intention positively.

참고문헌 (69)

  1. Aaker, Jennifer. L., "Dimensions of Brand Personality", Journal of Marketing Research, 24(3), pp.347~356 (1997)
  2. Ajzen, L., "Understanding Attitudes and Predicting Social Behavior" (1980), Prentice Hall, Inc
  3. Alexander, N., "Brand Authentication, Creating and Maintaining Brand Auras", European Journal of Marketing, 43(3-4), pp.551~562 (2009)
  4. Amalric, F., "Economic Drivers of Corporate Responsibility Activities", Journal of Corporate Citizenship, 20(Winter), pp.27~38 (2005)
  5. Anderson, J. C., "A Model of Distributor Firm and Manufacturer Firm Working Partnerships", Journal of Marketing, 54, pp.42~58 (1990)
  6. Batson, C. D., "Doing Business After the Fall : The Virtue of Moral Hypocrisy", Journal of Business Ethics, 66, pp.321~335 (2006)
  7. Becker-Olsen, K. L., "The Impact of Perceived Corporate Social Responsibility on Consumer Behavior", Journal of Business Research, 59(1), pp.46~61 (2006)
  8. Beverland, M. B., "Projecting Authenticity through Advertising : Consumer Judgement of Advertiser’ Claim", Journal of Advertising, 37(1), pp.5~15 (2008)
  9. Beverland, M. B., "Brand management and the Challenge of Authenticity", Journal of Product and Brand Management, 14(7), pp.460~461 (2005)
  10. Blackwell, R. D., "Consumer Behavior" (2001), Thomson South-Western
  11. Bowen, H. R., "Social Responsibilities of the Businessman" (1953), Harper & Row
  12. The Contribution of Corporate Social Responsibility to Organizational Commitment, "Brammer, S.", University of Bath, ~ (2005)
  13. Brown, T. J., "The Company and the Product: Corporate Associations and Consumer Product Responses", Journal of Marketing, 61, pp.68~84 (1997)
  14. Caldwell, C., "Organizational trustworthiness : An international perspective", Journal of Business Ethics, 47(4), pp.349~364 (2003)
  15. Carnevale, D. G., "Trustworthy Government: Leadership and Management Strategies for Building Trust and High Performance" (1995), Jossey-Bass Publishers
  16. Carroll, A. B., "The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders", Business Horizons, 34, pp.39~48 (1991)
  17. Castaldo. S., "The Missing Link Between Corporate Social Responsibility and Consumer Trust : The Case of Fair Trade Products", Journal of Business Ethics, 84(1), pp.1~15 (2009)
  18. Chaudhuri, A., "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance", Journal of Marketing, 65, pp.81~93 (2001)
  19. Dahlsrud, A., "How Corporate Social Responsibility is Defined : an Analysis of 37 Definitions", Corporate Social Responsibility and Environmental Management, 15, pp.1~13 (2008)
  20. Dean, D. H., "Consumer Perception of Corporate Donations", Journal of Advertising, 34(4), pp.91~102 (2004)
  21. Doney, P. M., "Understanding The Influence of National Culture on the Development of Trust", Academy of Management Review, 23(3), pp.601~620 (1998)
  22. Drumwright, M. E., "Company Advertising With a Social Dimension: The Role of Noneconomic Criteria", Journal of Marketing, 60, pp.71~87 (1996)
  23. Engel, J., "Consumer Behavior" (1982), CBS College Publishing
  24. Fishbein, M., "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research" (1975), Addison-Wesley Pub. Co
  25. Gillmore, J. H., "Authenticity: What Consumers Really Want" (2007), Harvard Business School Press
  26. Grewal, D., "The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions", Journal of Retailing, 74(3), pp.331~352 (1998)
  27. Hendarto, K. A., "The Implementation of Corporate Social Responsibility(CSR) In Central Java Earthquake - A Preliminary Study on Consumer Belief, Attitude, and Purchase Intention", Gadjah Mada International Journal of Business, 11(3), pp.409~441 (2009)
  28. Holbrook, M. B., "Assessing the role of emotions as mediators of consumer responses to advertising", Journal of Consumer Research, 14, pp.404~420 (1987)
  29. Homer, P. M., "Message framing and the interrelationships among ad-based feelings, affect, and cognition", Journal of Advertising, 21(1), pp.19~33 (1992)
  30. 황수현, "기업의 사회적 책임활동과 충성도에 있어서 신뢰의 역할", 기업경영연구, 18(3), pp.17~37 (2011), 한국기업경영학회
  31. Jill, K., "Corporate Social Responsibility and Consumers` Attributions and Brand Evaluations in a Product-harm Crisis", International Journal of Research in Marketing, 21, pp.203~217 (2004)
  32. Johnson, D. S., "Handbook of Services Marketing & Management", pp.357~370 (2000)
  33. Jones, M. T., "Corporate Social Responsibility Revisited Redefined", California Management Review, pp.59~67 (1980)
  34. 김미송, "소비자 특성과 소비자 신뢰가 친환경농산물의 구매의도에 미치는 영향 분석", 유통과학연구, 11(1), pp.45~53 (2013), 한국유통과학회
  35. Kim, Ja-Kyung, "The effects of cause-related marketing on consumer response", The Korean Journal of Advertising, 12(3), pp.31~52 (2001)
  36. 김종근, "기업의 사회적 책임 진정성이 기업 사회적 책임 평가, 관계의 질, 그리고 기업 이미지에 미치는 영향", 상품학연구, 30(7), pp.123~132 (2012), 한국상품학회
  37. Kotler, P., "Best of breed: When it comes to gaining a market edge while supporting a social cause, corporate social marketing leads the pack", Social Marketing Quarterly, 11(3-4), pp.91~103 (2005)
  38. 이경자, "유통업체의 사회적 책임 진정성이 기업명성과 재구매의도에 미치는 영향", 유통경영학회지, 16(3), pp.5~18 (2013), 한국유통경영학회
  39. Maignan, I., "Nature of Corporate Responsibilities Perspectives from American, French, and German Consumers", Journal of Business Research, 56, pp.55~67 (2003)
  40. Maignan, I., "Antecedents and Benefits of Corporate Citizenship : An Investigation of French Business", Journal of Business Research, 51, pp.37~51 (2001)
  41. Maignan, I., "Corporate Citizenship : Cultural Antecedents and Business Benefits", Journal of the Academy of Marketing Science, 27(4), pp.455~469 (1999)
  42. Mayer, R. C., "An integrative model of organizational trust", Academy of Management Review, 20(3), pp.709~734 (1995)
  43. McGee, J., "Commentary on ‘Corporate Strategies and Environmental Regulations : An Organizing Framework’ by A. M. Rugman & A. Verbeke", Journal of Strategic Management, 19(4), pp.377~387 (1998)
  44. Mitchell, A. A., "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?", Journal of Marketing Research, 18, pp.318~322 (1981)
  45. Morgan, R. M., "The Effects of Corporate Social Responsibility and Price on Consumer Responses", Journal of Consumer Affairs, 39(1), pp.121~147 (1994)
  46. Morwitz, V. G., "When Do Purchase Intentions Predict Sales?", International Journal of Forecasting, 23(3), pp.347~364 (2007)
  47. Murray, K. B., "Using a Hierarchy-of-Effects Approach to Gauge the Effectiveness of Corporate Social Responsibility to Generate Goodwill Toward the Firm : Financial Versus Non-Financial Impacts", Journal of Business Research, 38(2), pp.141~159 (1997)
  48. Newell, S. J., "The Development of Scale to Measure Perceived Corporate Credibility", Journal of Business Research, 52(3), pp.235~247 (2001)
  49. Nunnally, S. W., "Construction methods and management" (1980), Prentice-Hall
  50. O'Malley, M., "Creating commitment: How to attract and retain talented employees by building relationships that last" (1999), John Wiley & Sons
  51. 박종철, "한국형 기업의 사회적 책임활동 측정을 위한 척도 개발 연구: 소비자 인식을 중심으로", 아시아마케팅저널, 12(2), pp.27~52 (2010), 한국마케팅학회
  52. 박종철, "기업의 사회적 책임활동이 기업이미지에 미치는 영향", 광고학연구, 22(4), pp.179~201 (2011), 한국광고학회
  53. 박성현, "브랜드 진정성 측정을 위한 척도개발에 관한 연구", 한국광고홍보학보, 16(2), pp.46~86 (2014), 한국광고홍보학회
  54. Peterson, D. K., "The relationship between perception of corporate citizenship and organizational commitment", Business & Society, 43, pp.269~319 (2004)
  55. Porter, M. E., "Strategy and Society : The Link between Competitive Advantage and Corporate Social Responsibility", Harvard Business Review, 84(12), pp.78~93 (2006)
  56. Plank, R. E., "Perceived Trust in Business-to-Business Sales : A New Measure", Journal of Personal Selling & Sales Management, 19(3), pp.61~71 (1999)
  57. Rifon, N. J., "Congruence Effects in Sponsorship : The Mediating Role of Sponsor Credibility and Consumer Attribution of Sponsor Motive", Journal of Advertising, No, 1(2004), pp.29~42 (2004)
  58. Ryan, R. M., "Self-complexity and Authenticity of Self-aspect, Effects on the Well Being and Resilience to Stressful Events", North American Journal of Psychology, 7, pp.431~448 (2005)
  59. Schoorman, D. F., "An integrative model of organizational trust", Academy of Management Review, 32(2), pp.344~354 (2007)
  60. Schurr, P. H., "Influences on Exchange Processes: Buyer’s Preconceptions of a Seller’s Trustworthiness and Bargaining Toughness", Journal of consumer Research, 11, pp.939~953 (1985)
  61. Sen, S., "Does Doing good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility", Journal of Marketing Research, 38(2), pp.225~243 (2001)
  62. Swaen, V., "Impact of Corporate Social Responsibility on Consumer Trust", Recherche et Applications en Marketing(English Edition), 23(4), pp.7~33 (2008)
  63. Taylor, C., "The Ethics of Authenticity" (1991), Harvard University Press
  64. Turker, D., "How corporate social responsibility influences organizational commitment", Journal of Business Ethics, 89(2), pp.189~204 (2009)
  65. Wood, D., "Stakeholder Mismatching, A Theoretical Problem in Empirical Research on Corporate Social Performance", International Journal of Organizational Analysis, 3(3), pp.229~267 (1995)
  66. Yeo, Un-Seung, "(New Millenium) Marketing Management" (2001), Sigma Press
  67. Yoon, Gak, "A Study on the Factors Influencing Upon Recognition of Corporate Social Responsibility Activities", Advertising Research, 71, pp.163~186 (2007)
  68. Yoon, Y., "The Effect of Corporate Social Responsibility(CSR)Activities on Companies with Bad Reputations", Journal of Consumer Psychology, 16(4), pp.377~390 (2006)
  69. Zeithaml, V. A., "The Behavioral Consequences of Service Qual" (1996)

관련 논문AI추천

The Distribution Industry’s Social Responsibility and Ethics Management: Effects on Corporate Trust and Loyalty김영이, 윤남수한국유통과학회 · 유통과학연구2014 · 제12권 제7호기업의 사회적 책임 속성이 기업 신뢰와 구매 의도에 미치는 영향남태우, 남현동한국산업경영시스템학회 · 한국산업경영시스템학회지2020 · 제43권 제3호기업의 CSR 실행과 소비자의 태도 및 행동: CSR 진정성과 CSR 적합성의 매개효과배성주, 채명수, Yu Meng-Ying한국기업경영학회 · 기업경영연구2024 · 제31권 제3호기업의 사회적 책임활동이 조직신뢰와 충성도 및 구매의도에 미치는 영향김영형, 이승희, 지연정대한산업경영학회 · 산업융합연구2019 · 제17권 제4호The Effect of Corporate Social Responsibility Activities on Consumer Responses: The Mediating Role of Perceived Value and Trust이정, 박종철한국상품학회 · 상품학연구2022 · 제40권 제5호How do Retailers’ CSR Business Activities affect Customers in Korea?조영상, Ji-Bok Chung, Sung-Mo CHUN한국유통과학회 · 유통과학연구2019 · 제17권 제10호

이 간행물의 다른 논문 (10건)

Lessons from British Port Privatisation김진환pp. 5-13Foreign Exchange Risk Control in the Context of Supply Chain Management박구웅pp. 15-24Promotional Plans of Fourth-Party Logistics in Korea: Applicability in Entering the Chinese Logistics Market오문갑pp. 25-33An Investigation into Research Productivity in the Journal of Consumer Behavior신동진, 허무열pp. 45-53K-POP의 세계시장 진출 성공요인 분석: VRIO 모형을 중심으로남성집, 신동석, 남명현pp. 55-62
원문 보기