사회공헌활동이 기업 및 제품의 사회적 가치와 구전의도에 미치는 영향: 동일시와 제품 친환경성의 조절효과를 중심으로

• 영문명: Effects of Social Contributions on Social Values and WOM in Firm and Product Level
• 발행기관: 한국유통과학회
• 저자명: 김형기(Hyoung-Ki Kim) 이형재(Hyong-Jae Rhee)
• 간행물 정보: 『유통과학연구(JDS)』제15권 제2호, 69~78쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.02.28

영문 초록

Purpose - As recently social contributions of firms are positioned as key strategic actions, it is demanding to review the effects of social contributions on overall corporate management. The research aims to effects of social contributions on social values and word of mouth in firm level and product level. Further roles of consumer identification with firm and product eco-friendliness are also analyzed. Research design, data, and methodology – The paper conducted a survey in which two scenarios are used for manipulating the degree of corporate social contributions. The survey sample consist of 165 undergraduate and graduate students in a university, located in Seoul. For analyzing data, analysis of variance is applied, in conjunction with analysis of moderating effects, through version 23 of SPSS statistical package. Results - In the firm level, social contributions by firms have a positive effect on social values of firms. Consumer identification showed a moderating role in the effect. Social value of the firm with passive social contribution perceived by respondents with a high degree of identification was higher than social value of the firm with active social contribution perceived by respondents with a low degree of identification. Corporate social value has positive effect on word-of-mouth of firms. In the product level, social contributions by firms has a positive effect on social values of product. Product eco-friendliness showed a moderating role in the effect. For eco-friendly product, social values are higher in the firm with active social contributions than in the firm with passive social contributions. However, for non eco-friendly product, the difference in social values between the two firms does not exist. Product social values has positive effect on intention for WOM of products. WOM of eco-friendly products with low social value showed no difference with WOM of non eco-friendly products with high social value. Conclusions - These results

목차

1. 서론

2. 이론적 배경

3. 가설 설정과 연구모형

4. 실증 연구

5. 토론 및 결론

키워드

Consumer Identification Product Eco-friendliness Word of Mouth Social Contribution Social Value