Effect of Perceived Value on Memories, Attitudes, and Loyalty

• 발행기관: 한국유통과학회
• 저자명: 박상금(Sang-Keum Park) 이용기(Yong-Ki Lee) 유동근(Dongkuen Yoo)
• 간행물 정보: 『유통과학연구(JDS)』제13권 제12호, 73~84쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

Purpose – Various social issues have arisen since the beginning of the 21st century therefore, enterprises that disregarded social issues have become unsustainable, and social enterprises have appeared to address these issues. A social enterprise is a social mission-focused organization that uses a market-based strategy and has a vulnerable business structure. To be self-sustainable, a social enterprise should make consumers aware of the value that it provides and secure its profitability through consumer consumption. From this perspective, this study investigates the relationship between perceived value (utilitarian and hedonic) and loyalty, and examines how memory and attitudes play mediating roles between perceived value and loyalty. For these purposes, the author developed a structural model consisting of several variables. In this model, perceived value, which was utilitarian and hedonic, was proposed to affect the memory and attitudes toward social enterprise products, thus increasing loyalty. Therefore, memory and attitudes were proposed as core mediating variables between perceived value and loyalty. Research design, data, and methodology – To analyze the proposed model, data were collected from 582 respondents and analyzed using SPSS 21.0 and AMOS 21.0. To test unidimensionality and the nomological validity of the measures of each construct, we employed a scale refinement procedure. The results of the reliability test with Cronbach’s αand confirmatory factor analysis warranted the unidimensionality of the measures for each construct. In addition, the nomological validity of the measures was warranted from the results of the correlation analysis. The result of the overall model analysis demonstrated a good fit (χ2=529.881, df=144, χ2/df=3.680, p-value=0.000, GFI=0.905, NFI=0.948, CFI=0.961, RMR=0.036, RMSEA=0.068). Results – The findings are summarized as follows. First, the hedonic and utilitarian value of social enterprise products ha

목차

1. 서론

2. 이론적 배경

3. 연구가설

4. 연구방법

5. 실증분석

6. 결론

References

키워드

Social Enterprise Perceived Value Memory Attitude Loyalty.