중국과 한국소비자의 대형할인점에 대한 점포태도와 충성도의 결정요인 : 사회적 책임활동의 조절역할을 중심으로 = An Empirical Study on The Chinese and Korean consumers' Discount Stores on the Determinant of Attitude and Loyality Focused on the Moderating Effect of Corporate Social Responsibility

다국어 초록 (Multilingual Abstract)

China has been deamed “The Market of the World”, “The Second Great Economic Power” and “the factories of the world” today through the abidingly fast growth for the last thirty years. Many global corporations have branched out into China due to the enormous development and economic growth of China. Large multinational retail corporations have been persistently marching into China and it’s becoming more magnificent since the opening of the service industry and the distribution market is facilitated; therefore, distribution corporations from all around the world have been meeting with cutthroat competition.
The discount stores used to pursue the discounting strategy strictly based on indefinite competition of the distribution industry and the change of the consumers trend. however, now they are trying new management strategies .Now, the period when the discount stores secured the consumers through simple price competitiveness has been obviously passed. The need to find which elements can magnify the consumers’ satisfaction and establish more sophisticated management strategies are increasing day by day. On the other hand, problems such as social equilibrium, environmental protection, and human equality have increased and widely garnered attention from the world coinciding with the development of the world’s economy since the 1990s. Recently, the aim of corporations tends to be focused on the achievement of society’s values through the corporations’ social responsibility; far from the old target, which was the selfish profit maximization.
Based on this background, this research is about the effects of social responsibility activities of the discount stores on the attitudes of consumers towards the stores. The specific purposes of this research are as follows.
First, this research is to prove the factors that the consumers who are using the large discount stores affect the store’s attitudes, and the effects of the store’s attitudes on the consumer’s loyalty. Especially, it’s to find the differences between the Chinese consumers and Korean consumers.
Secondly, it is to prove whether the corporations’ social responsibility can be a meaningful tool as control variables among the store’s attitudes and loyalty of consumers who have used the large discount stores.
Finally, it is to present a plan that maximizes the consumers loyalty to the retail stores that is predicted that competition is getting more intense based on the proven results among each variable. Moreover, it is to help search for an effective strategy related to the potential social responsibility activities whose importance will be more magnificent, hereafter.
The survey was performed to consumers who use E-mart in South Korea and consumers who use Wal-mart in Beijing and Henan, China in order to prove the theory. In case of South Korea, 200 questionnaires had been distributed and collected while 200 questionnaires had been distributed and collected in Beijing and Henan respectively.
First, by nationality, in Chinese large discount stores, the three factors, Product Reliability, Ease of Access, and Internal Environment were statistically significant among the five factors which are, Product Variety, Product Reliability, Ease of Access, Internal Environment, and Customer Service. However, Product Variety and Internal Environment (or customer service) were not statistically significant.
On the other hand, in Korean large discount stores, Product Reliability and Customer Service were statistically significant while Product Variety, Ease of Access, and Internal Environment were not statistically significant when it comes to Store Attitude. Secondly, the Store Attitude of Chinese and Korean consumers was statistically significant on the Consumer’s Loyalty. Therefore, it is necessary to recognize that the Store Attitude is an important variable that determines the Consumers’ Loyalty. Thirdly, it is concluded that the corporation’s Social Responsibility is functioned as a control variable among the Store’s Attitude and the Consumer’s Loyalty.
As a result of the comparative study among the consumers who use the discount stores in China and South Korea, it is presenting as follows.
Product Reliability needs to be enhanced. In order to do this, it is necessary that the large discount stores try to provide products with exceptional quality and clearly inform of the product’s information such as expiration date. Also, they need to strengthen the employee’s voluntary service, higher interest on the consumers, and the ability to take care of the consumer’s complaints. Furthermore, they need to ensure a competitive edge by means such as offering a convenient transportation system.
In order to maximize the consumer’s loyalty, they need to fully recognize the control role of social responsibility and prepare a desirable strategy and methods. It is necessary for them to level with consumers by environmental protection activities, consumer rights protection, and eco-friendly product offers.
Large discount stores should do their best in order to provide organic products, green food, and recycled products that consumers can trust, and to protect personal information from being exposed. As the demand of consumers on corporation’s philanthropy work becomes higher, they need to take interest in a variety of activities such as social development and bridging the gap between the rich and the poor. Furthermore, it is necessary for them to prepare publicity activities and communication strategy in order to show consumers good images by social contribution activities such as construction and support of local public facilities, education and academic activities, cultural events, scholarship, and community sport facilities construction.

목차 (Table of Contents)

• 제 Ⅰ 장 서론 1
• 제 1 절. 연구배경의 및 목적 1
• 제 2 절. 연구의 범위 및 방법 3
• 제 3 절. 논문의 구성 3
• 제 Ⅱ 장 이론적 배경 5
• 제 1 절. 대형할인점 점포태도와 충성도의 선행 연구 5
• 1. 점포태도의 선행요인 5
• 2. 고객충성도에 선행요인 11
• 제 2 절. 사회적 책임활동과 관련된 선행 연구 21
• 1. 사회적 책임활동의 개념 21
• 2. 사회적 책임활동의 중요성 27
• 3. 기업의 사회적 책임 관련 선행요인 28
• 제 Ⅲ 장 연구모형 및 연구가설 35
• 제 1 절. 연구모형 및 연구가설 35
• 제 2 절. 변수의 조작적 정의 및 측정항목 구성 40
• 제 3 절. 자료의 분석방법 46
• 제 Ⅳ 장 실증분석 및 가설 검증 47
• 제 1 절. 자료수집 및 인구통계 특성 47
• 제 2 절. 신뢰성 및 타당성 분석 검증 48
• 제 3 절. 상관분석 54
• 제 4 절. 가설검증 55
• 제 Ⅴ 장 결론 61
• 제 1 절. 연구결과 요약 61
• 제 2 절. 시사점 63
• 제 3 절. 연구의 한계점 63
• <참고문헌> 64