Consumer Awareness and Evaluation of Retailers' Social Responsibility

Min-Young Lee,Vanessa P,Jackson 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.1

Corporate social responsibility has become a very important issue for researchers (Greenfield, 2004; Maignan & Ralston, 2002; McWilliams et aI., 2006; Pearce & Doh 2005), and many consider it neces alY for businesses to define their role in society and apply ocial and ethical standards to their businesses (Lichtenstein et aI., 2004). As a result, a significant number of retailers have adopted CSR as a strategic tool to promote their businesses. To this end, this study sought to discover U.S. consumers' attitudes and behavior in ethical purchasing and consumption based on their subjective perception and evaluation of a retailer. The objectives of this study include: I) determine the participants awareness of retailers corporate social responsibility; 2) assess how p3l1icipants evaluate retailers corporate social responsibility; 3) examine whether pm1icipants evaluation process of retailers CSR influence their attitude toward the retailer; and 4) assess if pal1icipants attitude toward the retailers CSR influence their purchase behavior. This study does not focus on actual retailers' CSR perfonnance because a consumer's decision making process is based on an individual assessment not an actual fact. This study examines US college students' awareness and evaluations of retailers' corporate social responsibility (CSR). Fifty six college students at a major Southeastem university participated in the study. The age of the participants ranged from 18 to 26 years old. Content analysis was conducted with open coding and focused coding. Over 100 single-spaced pages of written responses were collected and analyzed. Two steps of coding (i.e., open coding and focused coding) were conducted (Esterberg, 2002). Coding results and analytic memos were used to understand participants' awareness of CSR and their ethical purchasing behavior supported through the selection andinclusion of direct quotes that were extracted from the W1itten responses. Names used here are pseudonyms to protect confidentiality of participants. P3I1icipants were asked to W1'ite about retailers, their aware- ness of CSR Issues, and to evaluate a retailer's CSR perfonnance. A majority (n = 28) of respondents indicated their awareness of CSR but have not felt the need to act on this issue. Few (n=8) indicated that they are aware of this issue but not greatly concemed. Findings sggest that when college students evaluate re-tailers' CSR performnce, theuse three dmensions of CSR: employee support, communitsupport, and environmental support Employee treatment and support were found as an important criterion in evaluation of retailers' CSR. Respondents indicated that their good experience with a retailer as an employee made them have a positive perception and attitude toward the retailer. Regarding employee supp0l1 four themes emerged: employee rewards and incentives based on performance, working cnviromnent, employee education and training program, and employee and family discounts. Well organized rewards and incentives were mentioned as an important attribute. The factors related to the working environment included: how well retailers follow the mles related to working hours, lunch time and breaks was also one of the most mentioned attributes. Regarding community support, three themes emerged: contributing a percentage of sales to the local community, financial contribution to charity organizations, and events for community support. Regarding environments, two themes emerged: recycling and selling organic or green products. It was mentioned in the responses that retailers are hying to do what they can to be enviromnentally friendly. One respondent mentioned that the company is creating stores that have an environmentally friendly design. Infonnation about what the company does to help the environment can easily be found on the company's website as well.

Transactions : Generation Y in the Global Market: A Comparison of South Korean and American Female Decision Making Styles

( Vanessa P. Jackson ),( Min Young Lee ) 한국의류학회 2010 한국의류학회지 Vol.34 No.6

The Effect of E-SERVQUAL on e-Loyalty for Apparel Online Shopping

Eun Young,Kim,Vanessa P Jackson 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.4

隨着电子商务指⼥数式增长 (电子商务), 营销人员正试图获得通过强调服务质量和服务方面的相互作用导致客户满意度或行为后果的竞争优势. 特別是对干服装, 服务质量是鼓励客户电子忠诚的关键因素之一, 幷增加电子商务中服装零售的成功. 因此, 本硏究探讨电子服务质量 (电子SERVQUAL) 的因素和根据Parasuraman等人 (2005) 的硏究框架对网上服装购物的电子忠诚度的独特影响. 这项硏究的具体目标是确定的基本层面的 E-SERVQUAL, 分析有关在网上服装购物中电子 SERVQUAL 对点在忠诚度的影响的结构模型. 对于服务质量, 在网上购物方面的理论框架, 我们比较分析了有关传统和电子服务质量的因素的文献幷确定了核心的两个方面和恢廈服务. 这项硏究的假设是电子SERVQUAL对电子忠诚度的影响. 客户满意度对电子服装网上购物服务的忠诚度有和极影响中的中介作用. 根据文献我们制成了一份自填式的问卷. 我们在美囯从居住在大城市的有在网上购买服装产品的在线消费者中获得了252份有用的问卷. 通过因子分析 (例如, 探索, 验证) 评估了有效性和可靠性, 结构方程模型, 包括测量和结构方程模型. 结果显示, 网上购物网站的电子SERVQUAL的五个因素 : 赔偿, 执行, 效率, 系统可用性和反应能力. 这支特在网上服装购物方面Parasuraman(2005)的E-S-QUAL包括两个方面的核心服务 (如满足, 效率, 係统可用性) 和恢廈相关的服务 (例如, 补偿, 回应). 在结构方程模型中, 有5个电子SERVQUAL因素的外生濽变量, 两个內生濽变量 (例如客户满意度, 电子忠诚度). 对于测量模型, 各代表槪念的因子载荷有显著的统计学意义, 比 0.60大, 內部一致性信从 0.85至 0.88不等. 在估计电子 SERVQUAL 因素的结构模型, 係统的可用性对电子忠诚度有负面影响. 然而, 满足不示解释网上服装购物的电子SERVQUAL结果的重要指标. 这一发现意味着, 可被理解为係统提供服务的质量可能会增加对服装网上购物的客户满意度. 然而, 电子忠诚取決于服务质量沒有被支持, 因为在网上服装购买中, 通过价值或满意度的中介作用, 服务购量对电子忠诚度 (例如再购买意图) 有间接影响. 比外, 获得赔偿和回应被发现对客户满意度有显著影响, 会影响网上服装购买的电子忠诚度. 因比, 获得赔偿和回应对电子忠诚度有显著的间接影响. 这表明, 恢廈特定的服务因素在客户满意度最大化方面的重要作用, 以及维护客户对网上服装购物网站的忠诚度方面的重要作用. 硏究结果在管理和硏究方面都有启示. 时装营销者可以在建立与客户的长期关系的基础上, 不断测量顾客感知与恢廈服务有关的服务质量等问題, 例如对问題和返回的迅速反应, 客户购买之后的问題赔偿. With an exponential increase in electronic commerce(e-commerce), marketers are attempting to gain a competitive advantage by emphasizing service quality and post interaction service aspects, which leads to customer satisfaction or behavioral consequence. Particularly for apparel, service quality is one of the key determinants in encouraging customer e-loyalty, and hence the success of apparel retailing in the e-service quality (E_SERVQUAL) factors and their unique effects on e-loyalty for apparel online shopping based on Parasuraman et al's (2005) framework. Specific objectives of this study are to identify underlying dimension of E-SERVQUAL, and analyze a structural model for examining the effect of E-SERVQUAL on e-loyalty for online apparel shopping. For the theoretical framework of service quality in the context of online shopping, literatures on traditional and electronic service quality factors were comparatively reviewed, and two aspects of core and recovery services were identified. This study hypothesized that E-SERVQUAL has an effect on e-loyalty, customer satisfaction has a positive effect on e-service loyalty for apparel online shopping, and customer satisfaction mediates in the effect of E-SERVQUAL on e-loyalty for apparel online shopping. A self-administered questionnaire was developed based on literatures. A total of 252 usable questionnaires were obtained from inline consumers who had purchase experience with online shopping for apparel products and reside in standard metropolitan areas, in the United States Factor analysis (e g, exploratory, confirmatory) was conducted to assess the validity and reliability and the structural equation model including measurement and structural models was estimated via LISREL 8 8 program. Findings showed that the E_SERVQUAL of shopping websites for apparel consisted of five factors Compensation, Fulfillment, Efficiency, System Availability, and Responsiveness. This supports Parasuraman (2005)'s E-S-QUAL encompassing two aspects of core service (e g, fulfillment, efficiency, system availability) and recovery related service (e g, compensation, responsiveness) in the context of apparel shopping online. In the structural equation model, there are five exogenous latent variables for e-SERVQUAL factors, and two endogenous latent variables (e g, customer satisfaction, e-loyalty). For the measurement model, the factor loadings for each respective construct were statistically significant and were greater that 60 and internal consistency reliabilities ranged from 85 to 88. In the estimated structural model of the e-SERVEQUAL factors, the system availability was found to have direct and positive effect on e-loyalty, whereas efficiency had a negative effect on e-loyalty for apparel online shopping. However, fulfillment was not a significant predictor for explaining consequences of E-SERVQUAL for apparel online shopping. This finding implies that perceived service quality of system available was likely to increase customer satisfaction for apparel online shopping. However, it was not supported that e-loyalty was determined by service quality, because service quality has an indirect effect on e-loyalty (i e, repurchase intention) by mediation effect of value or satisfaction in the context of online shopping for apparel. In addition, both compensation and responsiveness were found to have a significant impact on customer satisfaction, which influenced e-loyalty for apparel online shopping. Thus, there was significant indirect effect of compensation and responsiveness on e-loyalty. This suggests that the recovery-specific service factors play an important role in maximizing customer satisfaction levels and then maintaining customer loyalty to the online shopping site for apparel. The findings have both managerial and research implications. Fashion marketers can establish long-term relationship with their customers based on continuously measuring customer perception for recovery

선물증여 선물 품목에 따른 성별, 선물 수령자, 대상 중요도의 상호 관계

권현주 ( Hyun Ju Kwon ),( Vanessa P. Jackson ) 한국의류학회 2006 한국의류학회지 Vol.30 No.12

Consumer Awareness and Evaluation of Retailers' Social Responsibility: An Exploratory Approach into Ethical Purchase Behavior from a U.S Perspective

Lee, Min-Young,Jackson, Vanessa P. Korean Academy of Marketing Science 2010 마케팅과학연구 Vol.20 No.1

Corporate social responsibility has become a very important issue for researchers (Greenfield, 2004; Maignan & Ralston, 2002; McWilliams et al., 2006; Pearce & Doh 2005), and many consider it necessary for businesses to define their role in society and apply social and ethical standards to their businesses (Lichtenstein et al., 2004). As a result, a significant number of retailers have adopted CSR as a strategic tool to promote their businesses. To this end, this study sought to discover U.S. consumers' attitudes and behavior in ethical purchasing and consumption based on their subjective perception and evaluation of a retailer. The objectives of this study include: 1) determine the participants awareness of retailers corporate social responsibility; 2) assess how participants evaluate retailers corporate social responsibility; 3) examine whether participants evaluation process of retailers CSR influence their attitude toward the retailer; and 4) assess if participants attitude toward the retailers CSR influence their purchase behavior. This study does not focus on actual retailers' CSR performance because a consumer's decision making process is based on an individual assessment not an actual fact. This study examines US college students' awareness and evaluations of retailers' corporate social responsibility (CSR). Fifty six college students at a major Southeastern university participated in the study. The age of the participants ranged from 18 to 26 years old. Content analysis was conducted with open coding and focused coding. Over 100 single-spaced pages of written responses were collected and analyzed. Two steps of coding (i.e., open coding and focused coding) were conducted (Esterberg, 2002). Coding results and analytic memos were used to understand participants' awareness of CSR and their ethical purchasing behavior supported through the selection and inclusion of direct quotes that were extracted from the written responses. Names used here are pseudonyms to protect confidentiality of participants. Participants were asked to write about retailers, their aware-ness of CSR issues, and to evaluate a retailer's CSR performance. A majority (n = 28) of respondents indicated their awareness of CSR but have not felt the need to act on this issue. Few (n=8) indicated that they are aware of this issue but not greatly concerned. Findings suggest that when college students evaluate retailers' CSR performance, they use three dimensions of CSR: employee support, community support, and environmental support. Employee treatment and support were found as an important criterion in evaluation of retailers' CSR. Respondents indicated that their good experience with a retailer as an employee made them have a positive perception and attitude toward the retailer. Regarding employee support four themes emerged: employee rewards and incentives based on performance, working environment, employee education and training program, and employee and family discounts. Well organized rewards and incentives were mentioned as an important attribute. The factors related to the working environment included: how well retailers follow the rules related to working hours, lunch time and breaks was also one of the most mentioned attributes. Regarding community support, three themes emerged: contributing a percentage of sales to the local community, financial contribution to charity organizations, and events for community support. Regarding environments, two themes emerged: recycling and selling organic or green products. It was mentioned in the responses that retailers are trying to do what they can to be environmentally friendly. One respondent mentioned that the company is creating stores that have an environmentally friendly design. Information about what the company does to help the environment can easily be found on the company’s website as well. Respondents have also noticed that the stores are starting to offer products that are organic and environmental 企?社??任已?成??者??行?究的一?重要??. 多???企?社??任?企?去定?他?在社?中的?任是必要的, ?且?他?的商?活?提供社?和道德?准. 其?果是, 相??量的零?商已?采用企?社??任?一??略工具?宣?他?的商?活?. ?此, 本?究企?探索美?消?者在他??零?商主?的感知和??的基?上在道德??和消?中的?度和行?. 本文的目的包括: 1)?定??者?零?商企?社??任的?知度. 2)?定??者如何??零?商企?社??任. 3)?定??者?零?商企?社??任的???程是否影?他??零?商的?度. 4)?定??者?零?商企?社??任的?度是否影?他?的??行?. 本文??有?注??的零?商企?社??任表?. 因?消?者的?定?程是基于??的?定而不是??的事?. 本?究??了美?大?生?零?商企?社??任的?知和??. 本?究的??者是56名?自美??南大?的大?生. 他?的年?在18?到26?之?. 使用?放性??和??性???行?容分析. 我?收集和分析了超?100??倍行距的答?. 使用?步?的??(??放性??和??性??. ???果和分析??用?理解??者?企?社??任的?知和???的回?中提?出?包括直接引用的答案所支持的?理??行?. ?保???者?私, ?里使用的都是化名. ??者被要求?下有?零?商, 他??企?社??任??的??和??一?零?商的企?社??任表?. 大部分?答者(n=28)表明他??企?社??任有一定的??但是不?得需要按??要求去做. 少??答者(n=8)表明他??企?社??任有一定的??但是基本不?心. ?果表明?大?生??零?商的??社??任表??, 他?使用企?社??任的三??度: ?工支持, 社?支持和?境支持. 我???如何?待和支持?工是一???零?商的企?社??任的重要准?. ?答者表明作?一??工和零?商有好的???使他??此零?商有??的感知和?度. 和?工支持相?的有四?主?: 根据?工表?的??和??, 工作?境, ?工?育和???程, 以及?工和?工家人折?. 良好的??机制被??是一?重要的?性. 和工作?境相?的因素包括: 零?商如何良好的遵守?工作??相?的??, 午餐??和休息同?被??是重要的?性之一. 有?社?支持, 有三?方面: ??地社???比率的??, ?慈善??的?政??和?社?大型活?的支持. 在?境方面, 有??主?: 循?利用和??有机或?色?品. 在回?中有提到, 零?商正在??去做??境友好所能做的. 一位?答者提到??公司正在?造有?保??的店?. ?且能在?家公司的?站上?松的?到??助?境所做的事情的信息. ?答者?注意到?些店?可提供有机和??境?品. ?答者在此?中?提到?于??公司如何使用?保的杯子和他?如何?助新??良的居民重建家?. ?答者注意到零?商????品的消?者提供可再使用的袋子. 一位?答者?一家零?商通?提供有机棉?使他?的?品?助?境. 在分析?答者之后, 我?????者?零?商的企?社??任的??影?他??零?商的?度. 然而, 在?度和??行?之?有?著的差?. ?管??者?零?商的企?社??任有??的?度, 但?金和??的缺乏也影?他?的??行?. ???看, 一半的?答者(n=28)提到在?物?企?社??任表?影?他?的???定. 本?究的?果?零?商??消?者提高他?的形象而考?企

The Effect of E-SERVQUAL on e-Loyalty for Apparel Online Shopping

Kim, Eun-Young,Jackson, Vanessa P. Korean Academy of Marketing Science 2009 마케팅과학연구 Vol.19 No.4

随着电子商务指数式增长(电子商务), 营销人员正试图获得通过强调服务质量和服务方面的相互作用而导致客户满意度或行为后果的竞争优势. 特别是对于服装, 服务质量是鼓励客户电子忠诚的关键因素之一, 并增加电子商务中服装零售的成功. 因此, 本研究探讨电子服务质量(电子SERVQUAL)的因素和根据Parasuraman等人(2005)的研究框架对网上服装购物的电子忠诚度的独特影响. 这项研究的具体目标是确定的基本层面的E - SERVQUAL, 分析有关在网上服装购物中电子SERVQUAL对点在忠诚度的影响的结构模型. 对于服务质量, 在网上购物方面的理论框架, 我们比较分析了有关传统和电子服务质量的因素的文献并确定了核心的两个方面和恢复服务. 这项研究的假设是电子SERVQUAL对电子忠诚度的影响. 客户满意度对电子服装网上购物服务的忠诚度有积极影响和客户满意度在电子SERVQUAL对服装网上购物电子忠诚度影响中的中介作用. 根据文献我们制成了一份自填式的问卷. 我们在美国从居住在大城市的有在网上购买服装产品的在线消费者中获得了252份有用的问卷. 通过因子分析(例如, 探索, 验证)评估了有效性和可靠性, 结构方程模型, 包括测量和结构模型, 通过线性结构8.8程序评估了包括测量和结构模型的结构方程模型. 结果显示, 网上购物网站的电子SERVQUAL的五个因素: 赔偿, 执行, 效率, 系统可用性和反应能力. 这支持在网上服装购物方面Parasuraman(2005)的E-S-QUAL包括两个方面的核心服务(如满足, 效率, 系统可用性)和恢复相关的服务(例如, 补偿, 回应). 在结构方程模型中, 有5个电子SERVQUAL因素的外生潜变量, 两个内生潜变量(例如客户满意度, 电子忠诚度). 对于测量模型, 各代表概念的因子载荷有显著的统计学意义, 比 0.60大, 内部一致性信从 0.85 至 0.8 8 不等. 在估计电子SERVEQUAL因素的结构模型, 系统的可用性对电子忠诚的直接和积极的作用, 而效率对网上服装购物的电子忠诚度有负面影响. 然而, 满足不是解释网上服装购物的电子SERVQUAL结果的重要指标. 这一发现意味着, 可被理解为系统提供服务的质量可能会增加对服装网上购物的客户满意度. 然而, 电子忠诚取决于服务质量没有被支持, 因为在网上服装购买中, 通过价值或满意度的中介作用, 服务质量对电子忠诚度(例如再购买意图)有间接影响. 此外, 获得赔偿和回应被发现对客户满意度有显著影响, 会影响网上服装购买的电子忠诚度. 因此, 获得赔偿和回应对电子忠诚度有显著的间接影响. 这表明, 恢复特定的服务因素在客户满意度最大化方面的重要作用, 以及维护客户对网上服装购物网站的忠诚度方面的重要作用. 研究结果在管理和研究方面都有启示. 时装营销者可以在建立与客户的长期关系的基础上, 不断测量顾客感知与恢复服务有关的服务质量等问题, 例如对问题和返回的迅速反应, 客户购买之后的问题赔偿. 为了保持电子忠诚, 在消费者购买服装中恢复服务对消费者第一次选择网站起到重要作用. 由于网上购物的消费者可以在任何地方购物, 提高竞争优势的营销策略是为消费者提供更好的服务质量, 最大限度地满意, 并把创造客户网上服装购买的电子忠诚度. 从研究的角度来看, 解释这些结果时, 本研究的一些局限需要被考虑. 对于未来的研究, 调查结果为这一重要主题理论和实证方面的进一步的研究提供了依据. 根据研究结果, 更全面的模型预测电子SERVQUAL的结果可以被开发和测试. 对全球时装市场, 这项研究可以扩展使用多国样本的跨文化的方法来研究服装的电子服务质量.