Industry Promotion Research (산업진흥연구)

Industrial Promotion Institute (산업진흥원)
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The Effect of Social Responsibility of Real Estate company on Consumers' Purchase Intentions - Attitude Toward Behavior and Subjective Norms as parameters -

부동산 기업의 사회적 책임이 소비자의 구매의도에 미치는 영향 -행동태도와 주관적 규범을 매개변수로-

  • Fang Ji (Macau Phoenix Industrial Co. Ltd.) ;
  • FuXiang Wei (Dept. Of Management, Sehan University)
  • 기방 (중국 마카오피닉스산업) ;
  • 위복상 (세한대학교 경영학과)
  • Received : 2024.10.09
  • Accepted : 2024.10.28
  • Published : 2024.10.31
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Abstract

Corporate social responsibility (CSR) has gained global attention, and in China, the real estate sector is now a focus of this societal concern. Despite being a key contributor to China's economic growth, the industry's CSR performance has been subpar. This thesis hypothesizes the relationships between CSR, attitude toward behavior, subjective norms, and consumer purchase intentions in real estate company. The research adopts a quantitative survey method, distributing questionnaires to collect data from consumers, followed by statistical analysis using regression analysis to test the proposed relationships. The findings confirm that CSR practices directly enhance consumer purchase intentions and indirectly influence them by improving attitude toward behavior and subjective norms. This suggests that in the current real estate market downturn, enhanced CSR efforts can boost company competitiveness and sustainability. Real estate firms should view CSR not just as a societal obligation but as a strategic tool for fostering consumer support and achieving long-term success.

기업의 사회적 책임(CSR)은 국제적으로 관심이 많고, 중국 부동산 부문에서도 이러한 사회적 관심사의 초점이 되고 있다. 중국 경제성장에 중요한 역할를 하고 있음에도 불구하고, 부동산업계의 CSR 성과는 저조하였다. 본 논문은 부동산 기업의 CSR, 행동태도, 주관적 규범 및 소비자 구매의도 간의 관계를 연구하였다. 연구는 설문조사방법을 채택하여 소비자로부터 데이터를 수집하였고, 회귀분석을 사용하여 통계분석을 통해 관계를 검증하였다. 그 결과, CSR 관행이 소비자의 구매의도를 직접적으로 향상시키고, 행동태도와 주관적 규범을 개선하여 간접적으로 영향을 미치고 있다는 것을 확인하였다. 이는 현재의 부동산 시장의 침체기에 CSR 노력을 강화하면, 기업의 경쟁력과 지속 가능성을 높일 수 있음을 시사한다. 부동산 기업은 CSR을 단순히 사회적 의무가 아니라 소비자 지원을 강화하고, 장기적인 성공을 달성하기 위한 전략적 도구로 간주해야 한다.

Keywords

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