• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.1-16
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• 2023

Purpose: Previous studies show that perceived CSR motives have a significant impact on company evaluations. However, consumer responses to CSR motives vary depending on CSR motives. From this perspective, this study investigates the impact of CSR motives on consumers' responses in the context of food and beverage franchise companies using a scenario. Research design, data, and methodology: For achieving the purposes of the study, an example of a domestic food and beverage franchise company actively carrying out CSR activities was presented. Data was collected from 304 respondents aged 20 or older who were aware of CSR activities. The respondents answered the questionnaire after reading the scenario. The data was analyzed with SPSS 28.0 and SmartPLS 4.0 program. Result: Values-driven motive and strategic motive influence authenticity, while stakeholder-driven motive and egoistic motive did not influence authenticity. Values-driven motive influences on attitude, while stakeholder-driven motive, strategic motive and egoistic motive didn't. Lastly, authenticity influences attitude. Conclusions: Companies need to be aware that consumers may infer different motives for their CSR activities, and pay close attention to consumers' perceived motives from the planning stage of CSR activities. In particular, companies should focus on the values-driven motive and the strategic motive when planning CSR activities.

• 복식문화연구
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• 제23권4호
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• pp.537-553
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• 2015

Recently, some fashion retailers have initiated sustainable actions in the form of corporate social responsibility (CSR) activities to address consumers' social concerns. This study intends to combine the concept of CSR motivation attributions with brand extension literature in order to examine how consumers' trust of a parent brand affects their CSR motivation attributions and ultimately their attitudes towards parent-brand CSR activities and sustainable extension lines. A self-administered online survey was conducted using scenarios describing a fast fashion retailer introducing a sustainable line. Data from 303 female U.S. consumers, aged between 18 and 34 years, were used for the statistical analysis. Data analyses were conducted using SPSS 21.0 for descriptive analysis, exploratory factor analysis, and regression analysis. The results revealed that all hypotheses were supported. The findings show that consumers' trust of a parent brand has an indirect impact on positive attitudes towards the parent brand's CSR activities as well as the sustainable extension product line, mediating positive evaluations of the brand's social CSR motivations. In addition, this study suggests consumers' prior trust of the parent brand is a variable that affects consumers' evaluation of CSR motivation sincerity. Marketing suggestions and thoughts based on the findings of this study were provided.

• 한국의류학회지
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• 제48권4호
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• pp.657-672
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• 2024

This experimental study aimed to investigate the determinants of fashion products donation intentions built on two consumer attributions: strategic and value-driven motives. While consumers may perceive that the underlying motivations of a firm's CSR initiatives are to sincerely help society, they may also believe that such initiatives are strategically motivated and that the firm only engages in CSR to improve its corporate image. Therefore, this study tested how extrinsic factors (consumer monetary and non-monetary- benefits for participating in a donation campaign) and intrinsic factors (i.e., altruistic attitudes) influenced perceived value- and strategic-driven motives, which in turn promote donation intentions. An analysis of 268 responses revealed that monetary benefits, such as offering discount coupons, increased consumers'perception of strategic motives, while non-monetary benefits, such as offering a ring and acertificate, enhanced their perception of value-driven motives. In addition, consumers who tended to have a positive altruistic attitude were more likely to perceive value-driven motives, and this orientation also directly increased donation intentions. These findings also confirmed that only value-driven motives promoted donation intentions. However, consumer benefits did not directly affect donation intentions. The findings of this study suggest valuable managerial implications as well as academic contributions.

• 품질경영학회지
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• 제52권2호
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• pp.341-356
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• 2024

Purpose: This study investigates the role of authenticity in the effect of CSV activities of sports firms on corporate trust based on the attribution theory. Although many studies have been conducted on CSV, studies on the sports firms' CSV activities and their authenticity are insufficient. Methods: This study surveyed consumers who have experienced CSV activities of sports firms. The data were analyzed using structural equation model and hierarchical regression analysis. Results: The results showed that sports firms' CSV activities significantly affected corporate trust and authenticity played an important role in regulating the impact of CSV activities on corporate trust. The more authenticity was recognized by customers, the higher the performance of sports firms' CSV activities. Conclusion: These results imply that it is important to establish authentic CSV strategy, as performance of CSV activities is mainly determined by authenticity.

• 한국음향학회지
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• 제29권7호
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• pp.458-467
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• 2010

본 논문에서는 두 개의 스피커를 이용한 청취 환경에서 좌, 우 채널의 간섭 신호를 제거하기 위한 새로운 오디오 시스템을 개발하였다. 간섭 제거는 청취자의 위치에 따라 적응적으로 이루어져야 하기 때문에, 청취 위치를 추적하기 위한 기법이 적용되었다. 청취자 위치 추적은 2개의 마이크로폰을 통하여 이루어지며 채널 간 시간 지연을 이용하여 청취자의 방향을 추정하도록 하였다. 또한 잔향 환경에서의 사용을 고려하여 선형 예측 기법을 이용한 잔향 제거 기법이 적용되었다. 좌,우 채널의 간섭제거를 위한 음원-귀 간의 경로는 KEMAR 머리전달함수를 이용하여 나타내었다. 사용된 청취자 방향 측정 시스템의 유용성을 평가하기 위해 추정된 위치에서 채널 간섭의 성능을 평가하였다. 평가 척도로 채널 분리 비를 사용하였으며, 실험적인 결과, 사용자의 실제 위치와 추정된 위치 간에 다소 차이가 있더라도 -10 dB의 채널 분리비가 얻어짐을 확인 할 수 있었다. 제안된 알고리즘은 부동소수점 디지털 신호처리 프로세서를 이용하여 실시간 구현되었으며 청취자 평균 방향 오차는 5도, 주관적 간섭 제거율은 평균적으로 80 % 얻어짐을 알 수 있었다.