사회적 책임 관련 특성이 소비자의사결정에 미치는 영향

전유정,유현정 한국소비문화학회 2018 소비문화연구 Vol.21 No.2

It is forecasted that the more meaning of consumption becomes strong, the more consumers’ Social Responsibility besides companies’ Social Responsibility may be regarded as important. Hence, in this research, I would like to investigate the influence to consumer behavior by studying that how consumers judge consciousness and practice for Social Responsibility of their own and which expectation and assessment the consumers have for companies’ Social Responsibility. Summary and conclusion for major research result isi as follows. First, when reviewing consumer variables between consumer and company’s Social Responsibility, it was proved that consumer’s Social Responsibility is higher. And when classifying it into consciousness․expectation level and practice․assessment level, consciousness․expectation level was proved as higher level. From this, we can understand that company’s region in Social Responsibility and behavioral region of practice and assessment level is relatively insufficient. Second, According to analysis on Social Responsibility factor, even though the questions were consisted by quoting preceding research, the results were quite different, so it is evident that additional research is necessary. Third, from the result of factorial analysis and cluster analysis of consumer’s Social Responsibility variables and consumer-related variables on company’s Social Responsibility, total 5 clusters were deducted. It was classified as ignorance type(2.3%), criticism to company type(8.3%), practice deficiency type(33.0%), urging company’s practice type(28.0%) and considering as important type(28.4%). And This shows that characteristic related to Social Responsibility influences to consumer behavior. Based on the above conclusion, I would like to propose as follows. Education in behavioral level is necessary in order to reduce gap between consciousness and practice, expectation and assessment which is widened while Social Responsibility is becoming more important. Especially, as consumer’s assessment part on company’s Social Responsibility has strong negative aspect, company’s improvement plan should be also devised. For this abovementioned education and improvement plan, appropriate education per clusters and improvement plan should be devised based on five clusters. 사회적 책임에 대한 중요성이 증가하면서 소비자 스스로에 대한 사회적 책임 의식과 행동, 그리고 기업의 사회적 책임에 대한 소비자의 기대와 실제 평가 및 관련된 영향요인과 유형을 알아보고, 이러한 특성들이 소비자 의사결정에 어떠한 영향을 미치는지 알아보았다. 본 연구는 만 19세부터 만 69세까지의 남녀 소비자 400명을 대상으로 다음과 같은 결과를 얻었다. 첫째, 소비자의 사회적 책임에 대한 의식과 실천의 평균 간에는 유의미한 차이가 나타났다. 의식의 평균은 3. 95점으로 실천의 평균인 3.70점보다 높은 것으로 확인되었다. 기업의 사회적 책임에 대한 소비자의 기대와 실제 평가의 평균 역시 유의미한 차이가 나타났다. 기대의 평균은 3.77점으로 실제 평가의 평균인 3.07점보다 높은 것으로 확인되었다. 둘째, 사회적 책임에 대한 소비자의 의식과 실천은 각각 두 개의 요인으로 도출되었는데, 의식은 사회차원의식과 개인차원의식으로, 실천은 소비실천과 일상실천으로 명명하였다. 기업의 사회적 책임에 대한 소비자의 기대와 실제 평가는 두 개의 같은 요인으로 도출되어 소비자․환경보호책임과 사회공헌책임으로 명명하였다. 셋째, 요인분석을 바탕으로 소비자의 유형 분류를 위해 군집분석을 실시한 결과, 무지형, 기업 비판형, 실행 부족형, 기업의 실행 촉구형, 중시형의 다섯 개 집단으로 분류되었다. 다섯 집단의 소비자의사결정 차이를 분석한 결과 브랜드전환과 구매 후 부조화를 제외한 관성적 구매, 정보탐색 비용 투자, 유통채널 다양화, 사용설명서, 주의사항, 올바른 사용법, 긍정적 구전, 불평행동에 대해 유의미한 차이를 보였다. 이상의 연구결과를 바탕으로 다음과 같은 결론을 도출하였다. 첫째, 소비자의 사회적 책임에 대한 의식과 행동 간, 기업의 사회적 책임에 대한 소비자의 기대와 실제 평가 사이에 차이가 존재하는 것으로 밝혀졌다. 둘째, 사회적 책임을 기준으로 나뉜 다섯 집단은 소비자의사결정에 있어 다른 모습을 보인다. 셋째, 사회적 책임 관련 요인은 기업보단 소비자의 요인이 소비자의사결정에 영향을 미쳤으며 주로 구매행동과 구매 후 행동에 영향을 미치는 것으로 나타났다.

THE EFFECT OF MASS CUSTOMIZATION IN FOOD SERVICE ON CONSUMER’S PERCEIVED VALUE: THE MODERATING ROLE OF SOCIAL INFLUENCE AND FOOD TYPES

Jaewon Hwang,Yong-Ki Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction In recent times, mass customization strategy has been actively adapted even in the food service industry, which provides services wherein consumers select the main ingredients of the food they order according to their preference. In this study, we examine the effect of mass customization strategies perceived by consumers in the food service industry. We also includes the external and internal environmental factors stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Evidence shows that consumers’ perceived value is high for mass customization in food consumption service compared to food service for a fixed menu. The findings further suggest that this effects of mass customization on consumer perception is moderated by social influence (group vs. individual) and food type (utilitarian vs. hedonic). Theoretical Development Recent research in the field of mass customization has demonstrated that the advantage of designing consumer’s own products is in increasing consumer's perceived benefits while engaging in the customization of tangible products. These studies have shown that the mass customization provides consumers with a utilitarian value due to the purchase of optimized products that meet their individual needs and various values that are embedded in the customization process, such as hedonic value, self-expressive value, and creative achievement (Merle, Chandon, Roux, & Alizon, 2010; Yoo & Park, 2016), and that this value recognition leads to positive attitudes and behavioral responses such as high willingness to pay (Franke, Keinz, & Steger, 2009; Schreier, 2006), purchase intent, and loyalty (Yoo & Park, 2016). However, whereas research on mass customization focusing on tangible products has been actively conducted, research in the field of intangible services, is still lacking in two respects. First, there has been very little discussion of the effectiveness of mass customization strategies in the food service industry. Specifically, based on the stimuli-organism-response (S-O-R) framework, which states that environmental stimuli (S) lead to the formation of a customer perception (O) that induces consumers’ behavioral responses (R) (Mehrabian & Russell, 1974), existing research focused on the relationship of customer’s behavioral response to mass-customized food service (S-R relationship) (Kuo & Cranage, 2010; Wolf and Zhang, 2016), failing to embrace S-O relationship that focuses on how mass customization differs from a standard system in terms of how consumers perceive value. Considering that mass customization services can be regarded as a form of customer engagement strategy (Chathoth et al., 2014; Chathoth et al., 2016), it can be assumed that mass customization in services can induce positive consumer perception. Second, little research has yet examined situational factors that affect consumer response in purchasing mass customization of products/service. Considering that service environments play a significant role in service delivery by strengthening customer perceptions and retention (Baker, Parasuraman, Grewal, & Voss, 2002; Sherman, Mathur, & Smith, 1997), it is necessary to identify the internal and external environmental factors that limit or enhance consumers’ perceived value of the mass customization for effective implementation of the mass customization strategy. The aim of the present research is to empirically examine the effects of mass customization on consumer responses. It is hypothesized that consumers’ perceived value might be high for mass customization in food consumption service (compared to food service for a fixed menu) (H1), which is consistent with previous literature on consumer responses to mass customization in tangible. Furthermore, the current research further includes various environmental stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Based on the assumption that (a) people's choice of consumption is affected by the expectations of how others evaluate their decisions (Ariely & Levav, 2000; Calder & Burnkrant, 1977) and that (b) consumers are more concerned about social norms and therefore make similar choices to blend in resulting in uniformity at the group level (Tice, Butler, Muraven, & Stillwell, 1995), it is expected that consumers sometimes feel compelled to refrain from choosing favorites because of how they expect to be perceived by others, hindering consumer’s benefits of mass customization. In addition, there are two food types based on the goal of consuming food: utilitarian food and hedonic food (craving for sweetness, e.g., desserts) (Wansink, Ittersum, & Painter, 2004; 2005). In pursuing the hedonic goal, the consumer tendency to engage in various behaviors is strengthened by the desire to express one’s personality to others (Ariely & Levav, 2000; Ratner & Kahn, 2002). Accordingly, in the present research, we explore the perceived value of mass customization moderated by social influence (H2), and food type (H3). In this model, social influence (group vs. individual), which is the factor outside the scope of customizing process, is regarded as an external variable and food types (utilitarian vs. hedonic), divided according to the purpose of food consumption, as an internal variable. Method We used a 2 (customization: low vs. high) × 2 (social influence: individual vs. group) between subject experiment conducted on the subjects regarding two types of food service: utilitarian food (main course) and hedonic food (dessert). We assigned 208 participants randomly to one of four conditions. Participants were asked to imagine they were visiting the high customized restaurant with their colleague together (vs. alone) that provide high customized service (vs. low customized service) and saw a menu for a food item. Modified from Kuo and Cranage (2010) study, two level of customized menu scenarios were used in this study. In the high customization scenario, participants are told that they were in a restaurant where they were offered to customize their dishes with choices of ingredients. In the low customization condition, participants were told that they were in a restaurant where they ordered among fixed menu items. Based on pretest result, we used pasta, which is entr?e for the utilitarian food, and use ice-flake, which is dessert for the hedonic food. After reading the scenario, participants provide their perceived value of mass customization ratings of the service process. Results and Conclusion First, an analysis of variance (ANOVA) revealed a significant effect of mass customization demonstrating that on perceived value, participants who read mass customization service condition had a higher perceived value on their food than participants in the fixed menu condition (H1). Second, in order to examine whether social influence (H2) and food type (H3) moderate the effect of mass customizatino on consumer perceptions, a moderated moderation model was performed a bootstrapping procedure with 5000 samples using the PROCESS model 3 (Hayes, 2016). The result revealed a significant three-way interaction effect among level of customization (high vs. Low), social influence (group vs. individual), and food types (utilitarian vs. hedonic). As the level of customization increases, the overall perceived value increases; however, it is confirmed that, when making decisions about food in a group situation, there are restrictions on perceiving the value that the consumer can customize and feel as compared to the individual situation. Finally, impact of social influence on the perceived value of customization is moderated by food type (hedonic vs. utilitarian). In other words, in hedonic food consumption situation, the modeartion effect of social influence on the perceived value of customization is weakened. Consumers are more likely to appreciate the process and consider it more palatable when they use mass customization service in restaurant. However, when people are conscious of the presence of others, the act of selecting food ingredients according to one’s own preference is restricted. Therefore, even if customized food is ordered in the presence of the group, its perceived value will be as lower than that of a fixed menu. In addition, when people use mass customization service in hedonic food consumption situations, regardless of group influence, they perceive that the value of customized menu is higher than that of the fixed menu. We expect that the study findings and framework will provide practical and theoretical implications such as the development of theories on food service situations, as well as aid restaurants in establishing marketing strategies. In addition, identifying internal and external environmental factors that limit consumers’ perceived value of mass customization will enable restaurants to find a suitable menu composition method to enhance and maintain customers’ perceived value and build a promotional strategy accordingly.

소비자의 사회적책임 의식 및 행동에 관한 연구

김혜연,김시월 한국소비문화학회 2014 소비문화연구 Vol.17 No.1

과거 생산지향의 공급자 중심에서 소비지향의 소비자 중심으로 현대사회가 변화하였다. 이에 사회를 둘러싸고 있는 다양한 환경변화들은 개개 소비자에게 소비주체로서 소비자 자신의 개인적 만족을 추구하는 소비선택 역할만이 아니라, 자신의 소비선택이 그가 속한 사회에 지역적으로 그리고/혹은 전 지구촌 사회적으로 경제, 사회, 문화, 정치, 자연생태 등에 어떠한 결과를 야기하는가에 대한 인식으로부터 출발하는 '책임있는 사회적 행동'을 요청하고 있다. 따라서 본 연구는 사회적책임 국제표준인 ISO26000을 '소비자의 사회적책임'에 대한 영역체계로 적용하여 대학생소비자들의 사회적책임 의식과 행동을 알아보고, 관련변수들이 소비자의 사회적책임 의식과 행동에 미치는 영향력 그리고 관계구조를 파악해 보고자 하였다. 그 결과 대학생소비자의 사회적책임 의식수준은 평균 3.79로 비교적 높게 나타났으며, 사회적책임 행동수준은 평균 3.52로 나타나 의식수준 보다는 낮은 수치로 의식과 행동 간에는 다소 차이가 있는 것을 알 수 있다. 일반적 특성 중 소비자교육 경험 여부, 소비자단체활동 경험 여부, 봉사활동 경험 여부는 소비자의 사회적책임 의식과 행동 수준에서 유의미한 차이를 보였으며, 소비자의 효과성 지각(Perceived Consumer Effectiveness), 기업의 사회적책임(Corporate Social Responsibility)에 대한 관심도가 소비자의 사회적책임 의식에 영향을 미치는 것으로 나타났다. 또한 소비자의 사회적책임 의식이 사회적책임 행동에 긍정적인 영향을 미치는 것을 분석결과를 통해 검증하였다. 이러한 연구결과는 소비자 의식의 바탕인 가치 및 태도가 행동과 관련성이 높다는 것을 알 수 있고, 또한 기업의 사회적책임과 소비자의 사회적책임은 관련성이 높다는 점을 알 수 있다. 그리고 이를 기본으로 소비자의 사회적책임 의식이 행동으로까지 연결되는 데에 발생하는 문제점을 파악하고, 분석함으로써 향상된 사회적책임 의식과 행동을 갖춘 소비자를 양성하기 위한 다양한 정책, 지원방안, 소비자교육이 필요함을 알 수 있다. Modern society has been changed from production oriented of supply side to consumer oriented of consumer side. various environmental changes surrounding the society require consumers not only consumers' choice for their own satisfaction but also require consumers to conscious how their choice will effect their society and/or the global's economy, society, culture, politic and natural ecology. Therefore this research will figure out college student consumers' social responsibility consciousness and behavior by applying social responsibility international standard ISO26000 as a consumers' social responsibility system and understand how correlated variables effect consumers' social responsibility consciousness and behavior including relationship structure. As a result, college student consumers' social responsibility consciousness score was comparatively higher, 3.79, than social responsibility behavior score, 3.52 showing that there is a gap between social responsibility awareness and behavior. Among general features, consumer education experience, consumer education participation and voluntary service participation showed meaningful difference in consumers' social responsibility consciousness and behavior. Also consumers' interest in perceived consumer effectiveness and corporate social responsibility effects consumers' social responsibility consciousness. we verified through the research that consumers social responsibility consciousness has a positive effect on social responsibility behavior. These results showed that foundation of consumers' consciousness has a high relation with consumers' behavior and corporate social responsibility has a high relation with consumers' social responsibility. Based on these results, it is necessary to understand and analyse the problem that occurred when consumers have difficulty changing their social responsibility consciousness to social responsibility behavior and need various policy, strategy and education to foster consumers with social responsibility consciousness and behavior.

외식기업의 사회적 책임 활동에 대한 소비자의 인식에 관한 연구

김동진(Dong Jin Kim),김영자(Young Ja Kim) 한국조리학회 2012 한국조리학회지 Vol.18 No.1

As the society`s expectations of business have drastically amplified in recent years, an increasing number of companies have devoted their resources and managerial attention to corporate social responsibility. However, little information has been reported on consumers` expectations on social responsibility of restaurant companies. This research studied the consumer`s perception on the socially responsible business practices of restaurant companies. The research also investigated if the customer`s expectations differ based on the types of restaurants. Overall, it was found that the consumers strongly feel the necessities of restaurants` socially responsible activities and publicity of those activities (4.08 and 4.05, respectively, out of 5). They also responded that the socially responsible behaviors of restaurants somewhat affect their purchase decisions (3.74 out of 5). As a result of a principle component analysis, five types of socially responsible activities (i.e., philanthropic responsibility, economic responsibility, community responsibility, environmental protection responsibility, and consumer protection responsibility) were extracted. In addition, the results showed that the consumer`s expectations toward socially responsible activities of restaurants differ based on the types of restaurants (multivariate F=4.616, p=0.000).

디자인 사회적기업에 대한 소비자 인식에 관한 연구

은창익(Eun, Chang Ik) 한국디자인문화학회 2017 한국디자인문화학회지 Vol.23 No.2

본 연구의 목적은 국내 디자인 사회적기업의 사회적 책임활동에 대한 소비자 인식의 검증을 위해 기업과 소비자 간의 인식관계를 실증적으로 검증하는데 있으며, 연구방법은 이론적 고찰을 진행하기 위해 발표된 국내·외 논문, 학술지, 간행지, 단행본, 인터넷 등을 바탕으로 수집한 자료를 바탕으로 분석하였다. 또한 객관적 타당성과 실증적 증명을 위해 서울·경기도에 거주하는 일반 소비자들을 대상으로 수집한 설문자료를 실증 분석하였다. 내용은 다음과 같다. 첫째, 기업의 사회적 책임과 기업평판 간의 관계를 확인한 결과, 경제적 책임과 법적 책임은 기업평판에 유의한 영향을 주는 것으로 확인되었으나 윤리적 책임과 사회적 기부는 기업평판에 유의한 영향을 주지 않음이 확인되었다. 둘째, 기업의 사회적 책임과 소비자 태도 간의 관계를 확인한 결과, 사회적 기부 요인만 유의한 영향을 주는 것으로 확인되었고, 나머지 경제적 책임, 법적 책임, 윤리적 책임은 유의한 영향을 주지 않는 것으로 확인되었다. 셋째, 기업평판과 소비자 태도 간의 관계를 확인한 결과, 기업평판은 소비자 태도에 유의한 영향을 주는 것으로 확인되었다. 넷째, 사회적 책임 요인과 소비자 인식 요인에 대해 성별에 따른 차이분석을 실시한 결과, 기업평판 요인만 성별에 따라 유의한 차이가 있는 것으로 나타났고 나머지 요인들은 유의한 차이가 없는 것으로 확인되었다. 결론부분에 이와 관련된 연구의 시사점을 제시하였다. The objective of this study is to empirically verify the perceptual relation between enterprise and consumers to verify consumers" perception of domestic design social enterprises" social responsibility. For the theoretical consideration, data for analysis was collected from published domestic/foreign theses, journals, publications, books, and internet. Also, for the objective validity and empirical verification, the survey data collected from ordinary consumers in Seoul and Gyeonggi-do was empirically analyzed. First, in the results of examining the relation between corporate social responsibility and corporate reputation, the economic responsibility and legal responsibility had significant effects on corporate reputation while the ethical responsibility and social donation had no significant effects on corporate reputation. Second, in the results of examining the relation between corporate social responsibility and consumer attitude, only social donation had significant effects on it while the rest economic responsibility, legal responsibility, and ethical responsibility had no significant effects on it. Third, in the results of examining the relation between corporate reputation and consumer attitude, the corporate reputation had significant effects on consumer attitude. Fourth, in the results of analyzing differences of social responsibility and consumers" perception in accordance with sex, only corporate reputation showed significant differences depending on sex while the rest factors did not show significant differences. In the conclusion, the implications of this study were suggested.

연구논문: 기업의 사회적 책임활동(CSR)이 기업-소비자 동일시와 기업에 대한 태도 및 재이용의도에 미치는 영향 -대규모 커피 전문점 이용고객을 중심으로-

박민영 ( Min Yeong Park ),이형룡 ( Hyung Ryong Lee ),김정매 ( Jung Mae Kim ) 대한관광경영학회 2011 觀光硏究 Vol.26 No.5

본 연구의 목적은 사회적 책임활동이 기업-소비자 동일시 및 기업에 대한 태도와 재이용 의도에 미치는 영향을 검증하여 커피기업의 올바른 경영과 방향을 제시하고자 하였다. 본 연구는 스타벅스, 까페베네, 커피빈, 할리스, 엔제리너스 를 이용하는 고객들을 대상으로 모집단을 설정하였으며, 설문조사는 2010년 4월16일부터 5월5일까지 20일 동안 서울 및 경기도에 거주하는 커피전문점 이용고객을 대상으로 총 550부의 설문지를 배포하였으며, 회수된 총 508부 중 기업의 사회적 책임 활동에 대해 알지 못하고, 불성실하게 응답한 설문지를 제외한 유효표본 260부를 실증분석에 사용 하였다. 본 연구에서 밝혀진 결과를 요약하면 다음과 같다. 첫째, 기업의 사회적 책임활동 세부요인 중, 자선활동 요인이 기업-소비자 동일시에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 기업의 사회적 책임활동의 세부요인 중, 경제기여 활동 요인이 기업에 대한 태도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 사회기여 활동은 재이용 의도에 유의한 부(-)의 영향을 미치는 것으로 나타났다. 넷째, 기업-소비자 동일시는 기업에 대한 태도와, 기업에 대한 태도는 재이용 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. The purpose of this study is to suggest the effective way to manage the coffee franchise by verifying the relationship between corporate social responsibility, company-consumer identification, consumer`s attitude towards the corporation and intention of repurchase. This study researched the customers who have visit the Starbuck`s, Cafe Bene, Coffee Bean, Holly`s coffee and Angle in us. The research was performed in 20days duration, which have taken place from April 16, 2010 thru May 05, 2010, among residents living in the Seoul metro area and Kyoung-ki urban area. Total of 508 research papers have been collected from 550 survey. Only 260 survey were utilized after elimination of false response. The summary of this study is as follows; First, the charity activity from the corporate social responsibility has positive effect (+) on Company-Consumer Identification. Second, the economic contribution from the corporation social responsibility has positive effect (+) on company-consumer identification. Third, the social contribution has negative effect (-) on the intention of repurchase. Lastly, the company-consumer identification has positive effect (+) on the consumer`s attitude towards the corporation and it has positive effect (+) on the intention to repurchase.

소비자생활협동조합의 사회적 책임 활동은 소비자의 구매의도를 이끄는가? - 조합원과 비조합원의 비교를 중심으로 -

김현철,장현정,이정탁 한국관광학회 2017 관광학연구 Vol.41 No.9

The purpose of the study is to analyze the effect of social responsibility in a consumer’s cooperative on social connectedness, the purchase intention of organic foods, the consumer’s cooperative image and the joining presence of consumer’s cooperatives. The findings of the study were as follows: 1) Philanthropic activity which was a sub-dimension of corporate social responsibility and this had a significant positive effect on social connectedness. 2) Economic·ethical activity which was a sub-dimension of corporate social responsibility had a significant positive effect on social connectedness. 3) Social Connectedness had a significant positive effect on cooperative image and purchase intention. 4) Cooperative image had no significant effect on purchase intension. These research findings suggest that significant efforts to seek a direction for effective marketing strategies will contribute to a consumer's cooperative composed of socially responsible activities. 본 연구는 소비자생활협동조합(이하 생협)의 사회적 책임 활동이 사회적 연결감과 유기농 식품의 구매의도 및 이미지에 미치는 영향력과 소비자의 생협 가입 유무의 조절효과를 검증하기 위한 조사연구이다. 연구 결과, 생협의 사회적 책임 유형이 경제ㆍ윤리적 활동과 자선적 활동으로 도출되었고, 도출된 총 두 개의 사회적 책임 차원은 모두 사회적 연결감에 유의한 영향을 끼쳤다. 사회적 연결감은 생협 이미지와 구매의도에 긍정적인 영향을 미쳤으며, 생협 이미지는 구매 의도에 유의미한 영향을 주었다. 또한 이 구조적 인과관계에서 조합원 여부의 조절효과는 사회적 연결감과 생협 이미지의 관계에서 일부 채택되었다. 이에 본 연구는 조합원과 비조합원의 인식의 차이를 중심으로 기업의 사회적 책임 활동과 사회적 연결감에 대한 기존의 연구를 확장하였고, 공동체 의식에 기반을 둔 생협의 마케팅 전략수립에 실질적으로 도움이 되는 효과적인 방향성을 모색하는데 실무적 시사점이 있다.

대형마트 및 기업형 슈퍼마켓(SSM) 영업규제와 소비자의 사회적 책임에 대한 인식 조사

천혜정(Hye Jung Cheon) 이화여자대학교 이화사회과학원 2013 사회과학연구논총 Vol.29 No.1

본 연구의 목적은 최근 논란이 되고 있는 유통산업발전법 개정안 중 대형마트 및 기업형 슈퍼마켓(SSM) 영업규제와 소비자의 사회적 책임에 대한 인식 조사이다. 이를 위해 서울시에 거주하는 20 대에서 60 대까지의 소비자 978 명을 대상으로 설문조사를 실시하였다. 주요 연구결과는 다음과 같다. 첫째, 영업규제조치는 대기업의 독점을 막고 지역상권을 살리고 노동자의 쉴 권리를 보장하는 조치라는 긍정적 입장 (M=3.34)이 소비자선택의 다양성을 침해하고 시장의 자유경쟁원칙에 어긋나는 조치라는 부정적 입장(M=3.14)보다 약간 높은 것으로 나타났으며, 이러한 차이는 연구대상자의 성별, 연령, 월평균 소득에 따라 부분적으로 나타났다. 둘째, 소비자의 사회적 책임에 대한 인식수준이 높은 소비자가 상대적으로 낮은 소비자보다 영업규제를 긍정적으로 인식하고 있는 것으로 나타났다. 대형마트 및 기업형 슈퍼마켓의 영업규제조치에 대한 소비자 인식 조사를 통해 대형마트 및 기업형 슈퍼마켓으로 대변되는 유통자본과 소비자와의 관계는 어떠해야 하는지를 논의하였다. The purpose of this study is to examine Korean consumers` opinions about major issues in debate on regulation of SSMs. The most controversial regulations are restriction of open hours, temporal shutdown on weekends, and entry regulation. In order to consider Korean consumers`welfare, this study asks to consumers how they think about the main points of the pros and cons on regulation of SSMs, and consumer`s social responsibility related to consuming behavior. The data came from 978 consumers living in Seoul, and the data were tested by descriptive statistics, t-test, and ANOVA. Key findings of the study were (a) Korean consumers agree the arguments for SSM regulations which are SSMs destroy mom-and-pop stores and traditional markets, and eventually hinder distribution industry by exercising monopoly power rather than the arguments against the regulation, violation of consumer choice and free competition. However, the degree of agreement is different from gender, age, and income. (b) the more aware of the Distribution Industry Development Law, and the more interested in regulation measures, the more agree with the pro-regulation. (c) Korean consumers who are more aware of consumer`s social responsibility are more supportive for pro-regulations arguments rather than those who are less aware of consumer`s social responsibility.

Consumer Perceptions of CSR Priorities: A Cross-National Comparison between South Korea and the U.S.*

Woo Jin Choi,Jiyun Kang 한국무역연구원 2021 무역연구 Vol.17 No.1

Purpose While a considerable amount of research has been done in the corporate social responsibilities (CRS) literature;not many focus on how consumers define CSR and what type of activities are perceived as appropriate CSR activities for firms. To fill this gap in the literature;the current research seeks to explore how consumer perceptions of CSR activities vary at the country level;comparing Korean and the U.S. consumers. Design/Methodology/Approach Following Carroll’s (1979) model;we categorize firm CSR activities into four types: philanthropic;ethical;legal;and economic responsibilities. We compare how Korean and U.S. consumers perceive these four activities differently. Data collection was done simultaneously in Korea (N=89) and the U.S (N=127). Participants were asked to prioritize the four types of CSR activities;as well as indicate their perceptions of specific CSR activities. Findings The results show that Korean consumers consider the economic responsibilities of firms the more important than American consumers;whereas American consumers consider philanthropic and ethical responsibilities more important than economic responsibilities. In addition;legal responsibilities are ranked most important in both countries. Research Implications The findings of this research advance the understanding of CSR activities from the consumer perspective in the U.S. and South Korea. The difference in the consumer perceptions of the four types of CSR activities will provide helpful and practical insights to business managers in tailoring CSR activities for strategic purposes.

소비자의 기업동일시 및 CEO동일시와 긍정행동

최낙환,변철섭,이정희 한국경영교육학회 2011 경영교육연구 Vol.26 No.5

본 연구는 기업의 개별브랜드 제품에 대한 소비자의 긍정행동 요인으로 CEO동일시와 기업동일시의 역할을 탐색하였다. 소비자의 긍정행동은 기업동일시에 의해 직접 영향을 받지만, CEO동일시는 소비자의 긍정행동에 직접적으로 영향을 미치지 않고 기업동일시를 통해 부분 매개됨을 확인하였다. 또 CEO의 능력은 CEO동일시에 대한 영향이 없었으며, CEO의 신뢰성이 CEO동일시에 영향을 미치는 것으로 탐색되었다. 아울러 기업의 능력연상과 기업의 사회적 책임 활동 연상은 소비자의 긍정행동을 유인하는 효과가 있었다. 따라서 CEO는 개인적인 능력을 소비자에게 알리기보다는 자신의 신뢰성을 소비자가 인지하게 하는 행동을 하여 CEO동일시를 유인할 필요성이 있으며, 기업은 기업의 능력과 기업의 사회적 책임활동이 소비자에게 연상이 될 수 있도록 촉진활동을 할 필요가 있음을 제시하고 있다. The present study is aimed at investigating the role of consumers' identification with a corporation and its CEO in connection with their positive behaviors toward individual brand product of the corporation as well as examining the preceding factors of such identifications. From the study, it is found that consumers' positive behaviors are affected directly by their identification with a corporation, while their identification with its CEO does not affect directly the positive behaviors of consumers, but the effects of CEO identification on the positive behaviors are partly mediated by identification with a corporation. It is also made clear from the study that CEO's ability doesn't exercise impact upon identification with the CEO but CEO's trust has influence on it. Besides, association with corporation's ability and acts of social responsibility are effective in attracting positive behaviors of consumers. It is thus requested for a CEO to prompt consumers to recognize his or her trust, not to advertise his or her personal ability instead, in an attempt to draw positive behaviors from consumers toward individual brand product of the corporation and also requested to let consumers maintain identification with the corporation by helping them associate corporations' ability and act of social responsibility to affect such identification.