기업, 소비자와 사회공헌활동의 적합성이 소비자 반응에 미치는 영향에 관한 연구 : 소비자 지각과 동일시의 매개적 역할을 중심으로 = (The) Effect of the perceived fit between company and CSR activities and between consumer and CSR activities on consumer responses : the mediating roles of consumer perception and identification

국문 초록 (Abstract)

최근 들어 기업의 사회적 책임에 대한 소비자들의 관심이 높아지면서 기업의 사회공헌활동은 기업 가치를 높일 수 있는 투자라고 인식되고 있고, 이에 따라 전략적 사회공헌활동의 중요성이 높아지고 있다. 그러나 이러한 관심과 중요성에도 불구하고 소비자들은 사회공헌활동을 거의 인지하지 못하고 있으며, 기업들이 투자하는 비용 대비 성과가 매우 저조한 실정이다. 이제 소비자들이 사회공헌활동에 관심을 갖도록 하고, 이를 긍정적으로 지각할 수 있는 방법을 모색하는 것이 매우 필요하다. 따라서 본 연구에서는 기업 적합성과 소비자 적합성이 어떠한 과정을 거쳐 지각된 사회공헌활동, 기업 신뢰성, 소비자-기업 동일시, 소비자 충성도에까지 영향을 미치는지를 실증적으로 규명하였다.
본 연구에서는 문헌고찰을 통해 가설을 설정하였고, 가설검증을 위해 서울, 인천, 경기권내에 거주하는 만 18세 이상의 성인남여를 대상으로 설문조사를 실시하였다. 회수된 설문지 중 총 562부를 분석에 이용하였고, 통계적 분석은 SPSS 12.0과 AMOS 4.0을 사용하였다.
본 연구의 결과는 다음과 같다.
첫째, 기업과 사회공헌활동 간의 적합성(fit)이 지각된 사회공헌활동에 유의한 영향을 미치는 것으로 나타났다. 이는 기업의 업종 특성이나 기업 이미지가 해당 기업이 수행하는 사회공헌활동과 부합되고 관련이 있을수록 해당 기업의 사회공헌활동에 대한 소비자들의 지각이 더욱 긍정적일 것이라는 것을 의미한다.
둘째, 소비자와 사회공헌활동 간의 적합성이 지각된 사회공헌활동에 유의한 영향을 미치는 것으로 나타났다. 이는 소비자의 관심사나 가치관이 해당 기업이 수행하는 사회공헌활동과 부합하거나 관련이 있을 때 소비자들은 해당 기업의 사회공헌활동을 더욱 긍정적으로 지각할 것이라는 것을 의미한다.
셋째, 지각된 사회공헌활동이 기업 신뢰성에 유의한 영향을 미치는 것으로 나타났다. 이는 소비자들이 기업의 사회공헌활동을 긍정적이고 호의적으로 지각했을 때, 소비자들은 해당 기업을 더욱 신뢰하게 된다는 것을 알 수 있다.
넷째, 지각된 사회공헌활동이 소비자-기업 동일시에 유의한 영향을 미치는 것으로 나타났다. 이는 소비자들이 해당 기업의 사회공헌활동을 긍정적으로 인식할수록 소비자들 자신이 기업과 동일시하는 경향이 커진다는 것이다.
다섯째, 기업 신뢰성이 소비자-기업 동일시에 유의한 영향을 미치지 않는 것으로 나타났다. 이는 소비자들이 기업을 신뢰한다고 하더라도 소비자-기업 동일시가 높아지지 않는다는 것을 의미한다.
여섯째, 기업의 신뢰성이 소비자 충성도에 유의한 영향을 미치는 것으로 나타났다. 이는 소비자들이 해당 기업을 믿고 신뢰하게 될 때 그 기업과 지속적인 관계를 맺고 싶어한다는 것을 의미한다.
일곱째, 소비자-기업 동일시가 소비자 충성도에 유의한 영향을 미치는 것으로 나타났다. 이는 소비자들은 자신의 자아개념이 기업의 특성과 일치한다고 지각할수록, 그 기업의 제품이나 서비스를 재구매하고 다른 사람에게 추천하며, 프리미엄 가격을 더 지불할 의사를 가지게 된다는 것을 의미한다.
본 연구는 다음과 같은 의의를 가지고 있다.
첫째, 본 연구는 지금까지 거의 연구가 전무한 지각된 사회공헌활동에 대한 연구를 좀 더 체계적이고 통합적으로 살펴보기 위해 지각된 사회공헌활동을 매개변수로 하여 기업과 사회공헌활동 간의 적합성, 소비자와 사회공헌활동 간의 적합성이 기업신뢰성과 소비자-기업 동일시를 거쳐 소비자 반응과 행동의 최종점인 충성도에까지 어떻게 영향을 미치는지를 실증적으로 규명해 봄으로써 사회공헌활동과 관련된 개념들의 이론적이고 통합적인 틀을 수립하고, 사회공헌활동 연구의 초석을 마련하였다는데 그 의의가 있다.
둘째, 지각된 사회공헌활동의 결정요인으로 기업 적합성과 소비자 적합성을 제시하였는데, 이를 통해 기업의 마케터는 사회공헌활동과의 적합성을 고려할 때 기업의 업종특성이나 기업이미지 등 기업측면과 사회공헌활동과의 관련성만을 고려해야 할 뿐 아니라 소비자 자신의 관심이나 가치관 등 소비자측면에서의 관련성 역시 잘 고려해야 함을 알 수 있다. 이는 향후 소비자들의 사회공헌활동에 대한 지각을 더욱 높일 수 있는 방안이 될 수 있을 뿐 아니라 사회공헌활동의 개발과 선택에 있어서의 이론적 근거와 유용한 지침을 제공하는 등 사회공헌활동의 전략수립에도 도움을 줄 것이다.

다국어 초록 (Multilingual Abstract)

As our consumers have been lately more interested in corporate social responsibility(CSR), company's CSR activities are recognized as a sort of investment for higher company values, so that strategic CSR activities become gradually underscored. Despite these interests and importance of CSR activities, however, our consumers seldom perceive the CSR activities, and companies still earn very unsatisfactory achievements on their investment cost.
Now it is very necessary to explore possible ways to motivate consumers to pay attentions to CSR activities and also positively perceive those activities. Thus, this study examines the processes by which both company fit and consumer fit influences consumer loyalty through such mediating variables as perceive CSR activities, corporate credibility, and consumer-company identification.
Based on literature reviews, this study propose hypotheses, and conducted a questionnaire survey for adult males and females at full age 18 or older age, who live in Seoul, Incheon, and Gyeonggi areas so as to verify the hypotheses. Out of all collected questionnaire sheets, total 562 valid ones were used for statistical data analysis by means of SPSS 12.0 and AMOS 4.0.
The findings of this study were as follows:
First, perceived fit between company and CSR activities has significant effects on perceived CSR activities, which indicates that as corporate business characteristics or company images comply and become associated more with CSR activities performed by a company, our consumers tend to perceive its CRS activities more positively.
Second, perceived fit between consumers and CSR activities has significant effects on perceived CSR activities, which indicates that as long as the interests or values of consumers comply or are associated more with CSR activities performed by a company, consumers tend to perceive its CSR activities more positively.
Third, perceived CSR activities has significant effects on corporate credibility, which indicates that when consumers perceive CSR activities of a company from a positive and favorable angle, they have a tendency to trust more in the company.
Fourth, perceived CSR activities has significant effects upon consumer-company identification, which means that as consumers perceive CSR activities of a company more positively, they have higher tendency to identify themselves with the company.
Fifth, corporate credibility has no significant effects on consumer-company identification, which indicates that even consumers' trust in company is not associated with better consumer-company identification.
Sixth, corporate credibility has significant effects on customer loyalty, which means that when consumers trust and rely on a company, they want to have ongoing relationships with the company.
Seventh, consumer-company identification has significant effects on customer loyalty, which indicates that as our consumers perceive that their self-concept is identical with the characteristics of a company, they tend to repurchase its products or services, recommend them to others and even be more willing to pay extra premium price for them.
Conclusively, this study has the following implications:
First, in an effort to make more formulated and integrated examination in perceived CSR activities as hardly addressed in previous studies, this study has implications in a sense that it established a theoretical and integrated framework of concepts related to CSR activities and prepared a foundation for follow-up studies by demonstrating how fit between company and CSR activities and fit between consumers and CSR activities have effects upon corporate credibility, consumer-company identification and customer loyalty by way of perceived CSR activities as mediating variables.
Second, this study presented company fit and consumer fit as determinants of perceived CSR activities, which indicate that when considering fit with CSR activities, corporate marketers should carefully allow for associations between consumer aspects(consumers' interests or values, etc) and CSR activities as well as associations between corporate aspects(corporate business characteristics or corporate images, etc) and CSR activities. Hence, it is expected that this study will help prepare a strategy for CSR activities, since it may suggest possible ways to improve consumers' perception on CSR activities and may provide theoretical grounds and useful guidelines for development and selection of CSR activities.

목차 (Table of Contents)

• 논문개요 = v
• Ⅰ. 서론 = 1
• A. 문제제기 = 1
• B. 연구목적 = 4
• C. 연구방법 및 구성 = 7
• II. 이론적 고찰 = 8
• A. 기업의 사회적 책임과 사회공헌활동 = 8
• 1. 기업의 사회적 책임의 개념 = 8
• 2. 기업의 사회적 책임의 유형 및 측정 = 15
• 3. 기업의 사회적 책임과 사회공헌활동의 관계 = 21
• 4. 기업의 사회적 책임활동의 효과 = 23
• B. 사회공헌활동의 적합성(fit)에 관한 연구 = 30
• 1. 기업과 사회공헌활동 간의 적합성 = 33
• 2. 소비자와 사회공헌활동 간의 적합성 = 35
• C. 소비자-기업 동일시에 관한 연구 = 38
• 1. 동일시 = 38
• 2. 소비자-기업 동일시 = 41
• D. 기업 신뢰성에 관한 연구 = 45
• E. 고객 충성도에 관한 연구 = 48
• III. 연구의 모형 및 가설의 설정 = 52
• A. 연구 모형 = 52
• B. 연구가설의 설정 = 53
• IV. 연구조사방법 = 64
• A. 변수의 조작적 정의 및 측정 = 64
• 1. 기업과 사회공헌활동 간의 관련성 = 64
• 2. 소비자와 사회공헌활동 간의 관련성 = 64
• 3. 지각된 사회공헌활동 = 65
• 4. 기업 신뢰성 = 65
• 5. 소비자-기업 동일시 = 65
• 6. 고객 충성도 = 67
• B. 연구 설계 = 68
• 1. 연구대상 기업과 사회공헌활동 선정 = 68
• 2. 연구대상자의 선정 및 자료수집 방법 = 69
• 3. 자료의 분석방법 = 70
• V. 연구의 결과 및 해석 = 71
• A. 연구대상 및 특성 = 71
• B. 신뢰성 및 타당성 검증 = 73
• 1. 소비자-기업 동일시 측정항목의 신뢰성과 타당성 분석 = 73
• 2. 기업적합성, 소비자적합성, 지각된 사회공헌활동, 기업 신뢰도, 충성도 측정항목의 신뢰성과 타당성 분석 = 75
• C. 연구가설의 검증 = 76
• 1. 측정모형 검증 = 76
• 2. 구조모형의 적합도 검증 = 79
• 3. 연구의 가설검증 = 80
• 4. 지각된 사회공헌활동의 매개효과검증 = 85
• VI. 결론 및 제언 = 86
• A. 연구결과의 요약 = 86
• B. 연구의 의의 = 89
• 1. 학문적 의의 = 90
• 2. 실무적 의의 = 91
• B. 연구의 한계점 및 향후 연구방향 = 93
• 참고문헌 = 94
• 설문지 = 117
• ABSTRACT = 123

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