기업의 사회적 책임 활동과 사회적기업 태도 및 사회적기업 제품 신뢰가 구매의도에 미치는 영향 : 사회적 기업가의 관점에서 = The Effects of Corporate Social Responsibility Activities, Social Enterprise Attitude, and Reliability in the Products of Social Enterprise on the Purchase Intention : Perspective of Social Enterpriser

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine whether corporate social responsibility (CSR) activity factors, social enterprise attitude, and reliability in the products of social enterprises affected purchase intention. The entire sentence is very similar to the first sentence of the abstract. Deletion of the sentence would be better. It also tried to determine if social enterprise attitude and reliability in the products of social enterprise affected purchase intention. In addition, the moderating effects were analyzed for each group according to gender, the experience of using a product of social enterprises, and recognition of social enterprises. So this study aimed to make a CSR activity plan that could affect social enterprise attitude, reliability in the products of social enterprises, and purchase intention and to suggest a marketing plan to make consumers have stronger intention to purchase the products of social enterprises. The major results are as follows: First, such CSR activity factors as ethical responsibility and philanthropic responsibility significantly affected social enterprise attitude while no factor significantly affected reliability in the products of social enterprises. Second, social enterprise attitude significantly affected reliability in the products of social enterprises and purchase intention. Third, reliability in the products of social enterprises significantly affected purchase intention. As for the moderating effects, first, men had ethical responsibility significantly affect social enterprise attitude, which affected reliability in the products of social enterprises and purchase intention significantly, with the former significantly affecting the latter, while women had social enterprise attitude significantly affect reliability in the products of social enterprises and purchase intention. Second, those having used a product of social enterprises had ethical responsibility significantly affect social enterprise attitude, which affected reliability in the products of social enterprises and purchase intention significantly while those having never used a product of social enterprises had social enterprise attitude significantly affect reliability in the products of social enterprises and purchase intention, with the former significantly affecting the latter. Third, as for recognition of social enterprises, those awareness or awaring had such CSR activity factors as ethical responsibility and philanthropic responsibility significantly affect social enterprise attitude, which affected reliability in the products of social enterprises and purchase intention significantly while those unawareness or unawaring had philanthropic responsibility significantly affect reliability in the products of social enterprises, which affected purchase intention significantly. Social enterprise attitude significantly affected reliability in the products of social enterprises and purchase intention.

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