DOI QR코드

DOI QR Code

사회적 책임 관련 특성과 소비자태도가 구매의도에 미치는 영향

The Effect of Social Responsibility Characteristics and Consumer Attitude on Purchasing Intention

  • Yu, Jiang Chuan (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Seung Sin (Department of Consumer Information Science, Konkuk University)
  • 투고 : 2015.12.10
  • 심사 : 2016.02.02
  • 발행 : 2016.02.29

초록

The goal of this study was to determine the effect of social responsibility characteristics and consumer attitude on consumer purchasing intention. And we used survey result data from 400 adults (200 males and 200 females) aged between 20 and 50 years for our research sample. Also, this study aims to look at the purchasing intention based on Fishbein's attitude model, in order to predict consumer purchasing behaviors on the products made by corporations that have good social responsibility. By using consumer consciousness of social responsibility and Consumer assessment on corporations' social responsibility, this study also intends to examine the ultimate effects on the intention. The following is a summary of the main results and suggestions. First, less than 30 percent of all consumers have experienced education on social responsibility, which is significantly low. Consumers' education experience had no effects on consumer purchasing intention. Consumers' education experience on social responsibility is surely related to purchasing intention, but gives no meaningful relations from the actual proof analysis, which is because of the problems of current consumer education programs. Government and official institutions, corporations, consumer groups should provide more educational opportunities than broadcast media, internet, school, and printed media. Second, according to the analysis result on Consumer consciousness of social responsibility, the assessment scores on social contribution and environmental protection are relatively lower than on consumer protection and energy resource saving. They tend to focus more on social responsibility related to individual interest rather than broader social responsibility as a member of society. Third, consumers have a positive attitude about corporation and its products made by corporations that have good social responsibility. Fourth, the most contributing factor on consumer purchasing intention is corporate consumer attitude. The next is product consumer attitude, Consumer consciousness of social responsibility, and Consumer assessment on corporations' social responsibility.

키워드

참고문헌

  1. Aaker, D. A. (1991). Managing brand equity: capitalizing on the value of a brand name. New York: The free press.
  2. Ajzen, I. & Fishbein, M. (1980). Understanding attitude and predicting social behavior. Englewood-Cliffs, NJ: Prentice-Hall.
  3. Anderson Jr, W. T., & Cunningham, W. H. (1972). The socially conscious consumer. The Journal of Marketing, 36(3), 23-31. https://doi.org/10.2307/1251036
  4. Bloom, P. N., & Gundlach, G. T. (2001). Handbook of marketing and society. Thousand Oaks, CA [etc.] : Sage.
  5. Bowen, H. R. (1953). Social responsibilities of businessman. New York: Harper.
  6. Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 61(1), 68-84. https://doi.org/10.2307/1252190
  7. Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of management review, 4(4), 497-505. https://doi.org/10.5465/AMR.1979.4498296
  8. Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48. https://doi.org/10.1016/0007-6813(91)90005-G
  9. Chic News. (2014). We can't discuss the sustainability of the environment and Fashion with Eco Bag only. 2014. 8. 19. Retrieved from http://fashion.mk.co.kr/view.php?no=1109842&year=2014.
  10. Cho, E. M. (2013). A study on the use realities and the purchase intention for social enterprise. Business Management Research, 6(2), 61-86.
  11. Cho, S. B., Kim, K. Y., & Hyun, S. H. (2011). The effect of business ethics management, job satisfaction and organizational commitment on customer orientation: On the hotel restaurants. Journal of Foodservice Management, 14(5), 7-22.
  12. Choi, C. Y. (2014). The influence of the CSR type on corporate image, corporate reputation and purchase intention: Focusing on the CSR type which university students are involved in. Unpublished master's thesis. Kyunghee University, Seoul, Korea.
  13. Choi, J. H. (2003). Interrelationships among perceived service quality, customer attitudes, satisfaction, and revisit intention in hotel service encounters. Unpublished doctoral dissertation. Dong-a University, Busan, Korea.
  14. Choi, J. H., & Moon, Y. H. (2008). The relationship between CSR activities and company evaluation: A cross-industry exploration. Journal of Product Research, 26(4), 37-45.
  15. Choi, J. H., & Moon, Y. H. (2011). The relationships between issue-based CSR activities and loyalty: A cross-country and cross-industry exploration. Journal of Product Research, 29(2), 101-111.
  16. Choi, S. S., You, G. J., & Kown, Y. J. (2011). The effects of CSR activities of starbucks corporate on reputation, social connectedness, and customers' purchasing intention. Journal of Tourism and Leisure Research, 23(2), 97-116.
  17. Choi, S. W. (2014). The effects of beauty industry's responsible social activities on the image of a company and the purchasing intent. Unpublished master's thesis. Seokyeong University, Seoul, Korea.
  18. Cone Roper Report. (1997). Cause-related marketing trends report 1997: CRM becomes a tiebreaker in the purchase decision. New York: Roper Starch Worldwide.
  19. Consumer International. (2001). Corporate citizenship in the global market: accountability and the consumer perspective. A report on the Consumer Right for 2001 Consumer International.
  20. Creyer, E. H. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics? Journal of consumer Marketing, 14(6), 421-432. https://doi.org/10.1108/07363769710185999
  21. Devinney, T. M., Auger, P., Eckhardt, G., & Birtchnell, T. (2006). The other CSR: Consumer social responsibility. Stanford Social Innovative Review, Fall, 1-12.
  22. Drumwright, M. E. (1994). Socially responsible organizational buying: Environmental concern as a noneconomic buying criterion. The Journal of Marketing, 58(3), 1-19. https://doi.org/10.2307/1252307
  23. Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behavior. Holt, Rinehart and Winston, Inc.
  24. Fishbein, M. (1963). An investigation of the relationship between beliefs about an object and the attitude toward that object. Human relations, 16(3), 233-239. https://doi.org/10.1177/001872676301600302
  25. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
  26. Fortune. (2015). Global 500 2014. 2015. 1. 30. Retrieved from http://fortune.com.
  27. Han, E. K. (2003). A study on the indexation of corporate social responsibility. Korean Journal of Broadcasting and Telecommunication Studies, 17(3), 274-303.
  28. Hendarto, K. A. (2009). 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), 409-441.
  29. Huh, K. O. (2001). An analysis of consumer consciousness, search and usage of consumer Information, and consumer behaviors depending on ages. Journal of Consumer Studies, 12(4), 39-64.
  30. Hyllegard, K., Ogle, J., & Yan, R. N. (2009). The impact of advertising message strategy-fair labour v. sexual appeal-upon Gen Y consumers' intent to patronize an apparel retailer. Journal of Fashion Marketing and Management: An International Journal, 13(1), 109-127. https://doi.org/10.1108/13612020910939914
  31. ISO. (2010). ISO 26000 - Social responsibility. 2010. 11. 01. Retrieved from www.iso.org.
  32. Jung, E. S. (2014). Research on influence of corporate social responsibility(CSR) activity types over corporate image and purchase intention: focusing on moderating effect of products properties and message types. Unpublished master's thesis. Hangyang University, Seoul, Korea.
  33. Jung, H. R. (2014). A study about the influence of social responsibility of food service companies on corporate image, brand attitude and behavioral intention. Unpublished master's thesis. Hangyang University, Seoul, Korea.
  34. Kim, C. H. (2006). A building plan for corporate social responsibility management against ISO26000 series. Journal of Human Resource Management Research, 13(2), 33-67.
  35. Kim, H. R., Yoo, K. H., Kim, N. M., & Lee, M. K. (2005). Developing a scale for evaluating corporate social responsibility corporate social responsibility. Korea Marketing Review, 20(2), 67-87.
  36. Kim, H. Y., & Kim, S. W. (2014). A study of consciousness and behavior for consumer's social responsibility. Journal of Consumption Culture, 17(1), 1-24.
  37. Kim, J. E., & Rhee, K. C. (2008). The conceptualization and the practical application of consumer citizenship. Journal of Consumer Studies, 19(1), 46-70.
  38. Kim, J. H., & Cao, J. (2011). Effects of corporate social responsibility on corporate image and purchase intent: An empirical investigation of korean food companies in china. International Business Review, 15(3), 1-23.
  39. Kim, M. S. (2012). CSR's impact on product and corporate valuations: Comparative study by business types. Unpublished master's thesis. Konkuk University, Seoul, Korea.
  40. Kim, M. S., & Kim, T. Y. (1995). Attitudes of female consumers toward imported brand formal wear. Journal of Kyunghee University, 24, 247-262.
  41. Kim, M. S., Choi, H. K., & Kim, D. H. (2013). An analysis of the effects of consumer characteristics and consumer trust on purchase intention of environment-friendly agricultural products. Journal of Distribution Science, 11(1), 45-53.
  42. Kim, S. J., & Kim, J. K. (2010). The effect of corporate social responsibility on corporate image: the role of spillover effect and negativity effect based on CSR dimen. Asia Marketing Journal, 11(4), 49-67.
  43. Kim, S. U., Kim, K. J., & Park, K. Y. (2012). A study on the influence of social responsibility of foodservice companies on corporate image and purchase intention. Journal of Foodservice Management Society of Korea, 15(5), 7-30.
  44. Kim, S. Y., Kim, E. S., & Cho, S. B. (2012). The effect of family style restaurants business ethics management, organizational trust and commitment on customer orientation. Journal of Foodservice Management, 15(2), 59-75.
  45. Kim, Y. H. (2005). A study on the relationship between corporate social responsibility and corporate reputation: Focusing on ten companies in five industries. Unpublished doctoral dissertation. Sungkyunkwan University, Seoul, Korea.
  46. Kong, J. H. (2012). Ethical consumption and clothing consumption behavior. Unpublished master's thesis. Chungnam National University, Daejeon, Korea.
  47. Kye, S. J., & Yoo, K. A. (2010). A study on pro-environmental consumption consciousness and resource saving behavior of adolescents. Journal of Korean Family Resource Management Association, 14(2), 91-108.
  48. Lantos, G. P. (2001). The boundaries of strategic corporate social responsibility. Journal of consumer marketing, 18(7), 595-632. https://doi.org/10.1108/07363760110410281
  49. Lee, C. W. (2000). Experimental investigation of 3D and media effects on purchasing behavior of internet shopping consumers. Unpublished master's thesis. Hanyang University, Seoul, Korea.
  50. Lee, H. J., & Park, J. C. (2009). The effects of corporate social responsibility activities on product and corporate evaluation: The mediating role of trust. Korean Marketing Review, 24(1), 231-250.
  51. Lee, J. I. (2010). The influences of corporate social responsibility activities types in their perceived suitability on recommendation and purchasing intention. Unpublished doctoral dissertation. Seoul Women's University, Seoul, Korea.
  52. Lee, J. S., Kwon, O. S., & Xu, D. P. (2012). A study on the influence of Korean wave and CSR on company image and intentions to buy: Focused on the chinese university student. The Journal of Korea Research Society for Customs, 13(4), 323-340.
  53. Lee, S. M. (2005). The study on college student consumers' premium brand on purchase intention: Focusing on purchase. Unpublished master's thesis. Chung-ang University, Seoul, Korea.
  54. Lyu, C. L. (2003). The influences of corporation images on brand credibility: Korean "Chaebeol" cases. The Korean Journal of Advertising and Public Relations, 5(2), 146-169.
  55. Maignan, I., & Ferrell, O. C. (2003). Nature of corporate responsibilities: Perspectives from American, French, and German consumers. Journal of Business research, 56(1), 55-67. https://doi.org/10.1016/S0148-2963(01)00222-3
  56. Murphy, I. P. (1997). Pillsbury proves charity, marketing begins at home. Marketing News, 31(4), 16.
  57. Murray, K. B., & Vogel, C. M. (1997). Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts. Journal of Business Research, 38(2), 141-159. https://doi.org/10.1016/S0148-2963(96)00061-6
  58. Nam, K. H., & Yeo, J. S. (2007). A study on the co-orientation of the perception of corporate social responsibility - Centered on the employees and the consumers at the age of twenties and thirties -. Journal of Consumer Studies, 18(3), 43-61.
  59. Paluszek, J. (1996). Public affairs and the community: Corporate social responsibility now. Practical Public Affairs in an Era of Change, 187-208.
  60. Park, H. Y. (2011). The affect of corporate social responsibility and the consumer CSR perception to the brand attitude. Unpublished master's thesis. Sejong University, Seoul, Korea.
  61. Park, J. C., Kim, K. J., & Lee, H. J. (2010). Developing a scale for measuring the corporate social responsibility activities of Korea corporation. Asia Marketing Journal, 12(2), 27-52.
  62. Park, M. Y., Lee, H. R., & Kim, J. M. (2011). Effects of corporate social responsibility on company-consumer identification. consumer's attitude and repurchase intention - Focusing on national coffee franchise. Korean Journal of Tourism Research, 26(5), 239-260.
  63. Park, R. K. (2010). Impact of corporate characteristics and corporate social responsibility on brand attitude and loyalty. Unpublished doctoral dissertation. Chosun University, Gwangju, Korea.
  64. Park, S. B., & Park, J. O. (2009). Consumer behavior. Seoul: Booknet.
  65. Peterson, D. K. (2004). The relationship between perceptions of corporate citizenship and organizational commitment. Business & Society, 43(3), 296-319. https://doi.org/10.1177/0007650304268065
  66. Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing science, 20(1), 93-97. https://doi.org/10.1007/BF02723480
  67. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243. https://doi.org/10.1509/jmkr.38.2.225.18838
  68. Seo, C. Y. (2012). Effects of the hotel image on customers' satisfaction and behavioral intention based on corporate social responsibility. Korean Journal of Tourism Research, 27(5), 275-297.
  69. Seo, J. H., & Jeon, H. R. (2011). Consumers' needs, for corporate social responsibility according to the perception of consumer's social responsibility. Korean Journal of Human Ecology, 20(5), 993-1008. https://doi.org/10.5934/KJHE.2011.20.5.993
  70. Shim, Y. (2009). A study on consumer's social responsibility. Journal of Consumer Studies, 20(2), 81-119.
  71. Shin, K. K. (2003). The effectiveness of CSR(corporate social responsibility) campaign: A case study of 20 years activities of keep Korea green campaign. The Korean Journal of Advertising, 14(5), 205-221.
  72. Song, I. S. (2005). A study on the ethical dimension and contents of consumption. Journal of Consumer Studies, 16(2), 37-55.
  73. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
  74. The Korea Economic Daily. (2014). 'Exchange it' 'Compensate me' The bill polarity black consumer... Is the tyrant consumer king also? 2014. 8. 29. Retrieved from http://www.hankyung.com/news/app/newsview.php?aid=2014082997301.
  75. Van Herpen, E., Pennings, J. M., & Meulenberg, M. (2003). Consumers' evaluations of socially responsible activities in retailing. Wageningen University Marketing and Consumer Behaviour Group.
  76. Walter, A., & Ritter, T. (2003). The influence of adaptations, trust, and commitment on value-creating functions of customer relationships. Journal of Business & Industrial Marketing, 18(4/5), 353-365. https://doi.org/10.1108/08858620310480250
  77. Winters, L. C. (1986). The effect of brand advertising on company image-implications for corporate advertising. Journal of Advertising Research, 26(2), 54-59.
  78. Yoon, J. H. (2013). The influence of corporate social responsibility, brand/corporate reputation and social value orientation on corporate evaluation, brand attitude and purchase intention: Focusing on female university students. Unpublished master's thesis. Ewha Womans University, Seoul, Korea.
  79. Yoon, K., & Suh, S. H. (2003). The influence of corporate advertising and social responsibility activities on corporate image and brand attitudes. Advertising Research, 61, 47-72.
  80. You, D. R., & Sim, M. Y. (1998). A study on the consistency of socially responsible consumer attitudes and behaviors toward environment problem. Journal of korean home management association, 16(3), 123-140.