Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Study of the corporate image and product attitude in view of consumer perception of corporate social responsibility ; - focus on the moderating effect of self-image accordance

사회적기업의 책임활동에 대한 소비자 인식이 기업이미지와 제품 태도에 미치는 영향에 관한 연구 - 자아이미지 일치성의 조절효과를 중심으로 -

  • Jin, Yong-Sam (Graduate School of Knowledge-based Technology and Energy Korea Polytechnic University) ;
  • Lee, Jae Kwang (Korea Polytechnic University Dept. of Business Adminstration)
  • 진용삼 (한국산업기술대학교 지식기반기술.에너지대학원) ;
  • 이재광 (한국산업기술대학교 경영학부)
  • Received : 2014.10.27
  • Accepted : 2014.12.11
  • Published : 2014.12.31
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Abstract

This study examined that how the corporate social responsibilities of a social enterprise affect their image and product attitude. In particular, separating into a real self-image and social self-image, the moderate effects of the accordance of self-image were tested. The results showed that each corporate social responsibility of a social enterprise affects their image except for social image. In addition, an accordance of the real self-image moderates the effect of the corporate activity image and social contribution activity image on the product attitude.

본 연구에서는 자아이미지와 기업이미지와의 일치성 측면에서 기업이미지와 제품에 대한 태도와의 관계를 살펴보았다. 특히 실제적 이미지와 사회적 자아이미지로 구분하여, 일치성의 조절효과에 대해 살펴보았다. 연구결과를 사회적 기업의 책임활동이 기업이미지에 미치는 영향은 사회적 이미지에 미치는 영향요인 일부를 제외하고 유의한 영향을 미치는 것으로 나타났다. 그리고 실제적 자아이미지 일치성은 기업이미지 가운데 기업활동행위와 사회공헌행위가 제품태도에 미치는 영향을 조절하는 것으로 나타났다.

Keywords

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