사회적 자본이 기업 진정성과 가치공동창출에 미치는 영향: 브랜드의 자기 감시성의 조절효과에 따른 차이를 중심으로 = A Study on the Effects of Social Capital on Corporate Authenticity and Value Co-Creation: With a focus on differences according to the moderating effects of a brand’s self-monitoring

다국어 초록 (Multilingual Abstract)

There have been a plethora of studies done in the past concerning the effects of perceived CSR activities on company performance. Those studies have commonly investigated the sources of CSR image which then s impact on positive company image, which leads to higher company performance. However, it is very hard to find preious studies which looked into the role of social caital in consumer’s evaluation of the firm’s authenticity and willingness to partici[ate in company’s value co-creation behavior. The purpose of this study is to investigate the effects of social capital on corporate authenticity and value co-creation and confirm the relations between them. For that purpose, the investigator conducted an empirical research with 350 adult consumers, with the following research hypotheses and results: first, the study tested whether social capital has significant effects on value co-creation (Hypothesis 1) and found that social capital exerts positive(+) effects on value co-creation. Second, the study tested. social capital has significant positive(+) effects on corporate authenticity (Hypothesis 2) and found that social network and trust, two components of social capital, had positive(+) effects on corporate authenticity. Third, the study tested whether corporate authenticity has significant positive(+) effects on value co-creation (Hypothesis 3) and found that corporate authenticity had positive(+) effects on value co-creation. Fourth, the study tested if corporate authenticity plays a mediating role in the effects of social capital on value co-creation (Hypothesis 4) and found that networks and trust had indirect effects of 0.266 and 0.088, respectively, which indicates that corporate authenticity significantly mediated the relationship between social capital and value co-creation. Fifth, the study tested whether self-monitoring moderates the effects of corporate authenticity on value co-creation (Hypothesis 5) and found no significant differences in the interactive term between corporate authenticity and self-monitoring, which indicates that self-monitoring does not moderate relations between corporate authenticity and value co-creation. Sixth, the study tested whether self-monitoring also moderates the effects of social capital on value co-creation (Hypothesis 6) and found no significant moderating effect.
Overall, networks and trust as elements of social capital turned out to have positive effects on corporate authenticity and value co-creation. Corporate authenticity played a mediating role in the influences of social capital on value co-creation, but self-monitoring did not moderate between them. These findings imply that corporate authenticity is an important factor in creating value co-creation by eliciting consumer’s voluntary participation, helping and advocacy. The findings also suggest that there is a need to utilize bonding as well as bridging networks and consumers’ trust to create and facilitate the value co-creation from both firms and consumers. The study findings also provide specific strategic ditections for companies to induce customers to create mutually beneficial relationships between customers and companies based on the kind of social capital possessed by consumers.

국문 초록 (Abstract)

본 연구는 사회적 자본이 기업 진정성과 가치공동창출에 미치는 영향력과 상호인과관계를 밝히는 데 목적을 갖고 350명의 성인 소비자를 대상으로 실증조사 하였는데 그 결과는 다음과 같다. 전체적으로 사회적 자본으로서의 네트워크와 신뢰가 기업 진정성과 가치공동창출에 긍정적인 영향을 주는 요인으로 채택되었으며 사회적 자본이 가치공동창출에 미치는 영향력에 대한 기업 진정성의 매개역할이 검증되었지만 자기 감시성의 조절역할은 지지되지 않았다. 이 같은 결과는 기업에 대한 가치공동창출에 따른 이익창출에 있어서 기업의 진정성은 중요한 요인임을 시사한다. 또한 기업과 고객 모두에 공동의 가치창출을 촉진하는 요인으로 회적 자본의 연결･결속적 네트워크망의 활용과 신뢰를 활용되어야 할 것을 규명하였다.

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