Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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A Study on Influence of Consumers' Expectancy Disconfirmation about Small and Medium Enterprises' CSR on Corporate Image and Purchase Intention

중소기업 CSR에 대한 소비자 기대불일치가 기업 이미지와 구매의도에 미치는 영향에 관한 연구

  • 김은정 (동의대학교 경영정보학과) ;
  • 황성원 (동의대학교 경영정보학과) ;
  • 김종원 (동의대학교 경영정보학과)
  • Received : 2015.05.06
  • Accepted : 2015.06.22
  • Published : 2015.06.30
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Abstract

In order to understand the issues related to corporate social responsibility (CSR) of small and medium enterprises (SMEs), we need to consider SMEs' unique characteristics, such as their size and business environment, which are different from large companies' ones. This paper examined the influence of consumers' expectancy disconfirmation about SMEs' CSR on their disconfirmation into four subcategories including economic, legal, ethical, and charitable responsibility. According to the study results, the economic and charitable disconfirmation factors had a significant impact on corporate image and purchase intention via the corporate image, whereas the legal and ethical disconfirmation factors had no significant impact on corporate image and purchase intention.

중소기업의 사회적 책임에 대한 문제들을 이해하기 위해서는 단순히 대기업의 사회적 책임활동을 중소기업에 적용시키기 보다는 중소기업의 규모와 환경 등 대기업과는 다른 중소기업만의 특성을 고려하여 접근할 필요가 있다. 본 연구는 소비자들이 국내 중소기업에 기대하는 사회적 책임활동의 하위차원별(경제적 책임, 법적 책임, 윤리적 책임, 자선적 책임) 기대수준에 비해 실제 중소기업의 사회적 책임활동의 불일치 정도가 해당 중소기업의 이미지 및 구매의도에 미치는 영향을 살펴보았다. 그 연구결과에 의하면, 중소기업의 사회적 책임활동에 대한 불일치 요인 중 경제적 및 자선적 책임 요인은 기업이미지 및 기업이미지를 매개한 구매의도에 유의한 영향을 미치는 것으로 나타난 반면, 법적 및 윤리적 책임 요인은 기업이미지와 구매의도에 유의한 영향을 미치지 않는 것으로 나타났다.

Keywords

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