지각된 기업정당성이 소비자 행동의도에 미치는 영향 : 지각된 제품가치의 매개적 역할과 윤리적 소비성향의 조절적 역할을 중심으로 = The Effect of perceived corporate legitimacy on consumer behavioral intention : the mediating role of perceived product values and the moderating role of propensity for ethical consumption tendency

다국어 초록 (Multilingual Abstract)

The interest in CSR has been growing from the 1950s receiving a lot of attention by political science, economics, and sociology. Particularly in the areaof management researches have been made actively on the assumption that CSR can have direct or indirect impact on firm’s evaluation, image or sales growth..
Unlike previous research focused on the relationship between CSR and corporate performance, this study focus on the relationship between perceived corporate legitimacy and corporate performance. Through previous studies carried out in the field of political science, economics, and sociology, perceived corporate legitimacy was conceptualized. In this study, perceived corporate legitimacy were separated by a practical dimension and moral dimension, based on the separation structured the relationship between perceived efficiency/social, ethical product value, and behavioral intentions, in the structural relationship, investigate the moderating role of ethnic consume intention and mediating role of perceived product value in the relationship between perceived corporate legitimacy and behavioral intention.
Because the perceived corporate legitimacy is formed by the historical record of CSR, select reputable companies that the respondents already know and product group of laptop and snack for ease of respondent’ evaluation of product value. For each group, data was collected from about 160 respondents and the 291 valid questionnaires were analyzed by SPSS 20.0 and AMOS 20.0. For testing hypothesis, the structural equation model was used and cofirm model fit, path coefficient and t-value. To determine the effect of role of mediation and moderating, perform comparison of model fit between alternative and constraint model and free and constraint model.
The result of this study is as follows.
First, the hypotheses that perceived practical corporate legitimacy and perceived ethnic corporate legitimacy have positive effect on perceived efficient product value, perceived social and ethnic product value are not rejected. The hypothesis are not rejected that perceived efficient product value and perceived social/ethnic product value have positive effect on behavioral intention.
Second, alternative model 1. adds a direct path of mediating role the perceived product value on the relationship between the perceived corporate and the behavioral intention. alternative model 2 adds a direct path between perceived moral corporate legitimacy and behavioral intention. alternative model 3 adds all of these direct path. As a result, perceived practical corporate legitimacy and perceived moral corporate have an effect on behavioal intention only through mediating of perceived efficient product value and perceived social/ethnic product value. Model fit showed highest in the research model than other models.
Third, the result of testing the hypothesis that the higher ethnic consume intention, perceived moral corporate legitimacy have positive effect strongly on perceived social/ethnic product value is consistent with forecast of researcher at significant level .05. In addtion effect of perceived practical corporate legitimacy and perceived moral corporate legitimacy on perceived efficient product value and moderating role of ethnic consume intention on effect of perceived practical corporate legitimacy on perceived social/ethnic product value is not statistically significant.
Finally, moderating role of ethnic consume intention on effect of perceived social/ethnic product value on behavioral intention is consistent with research but not statistically significant at .05 only .10.
In the conclusions of the study, study summary, the distinction of the existing research and the limitations of this study and suggestions for future research are presented.

국문 초록 (Abstract)

국내 경영학 분야에서 최근에 높은 관심을 받고 있는 CSR은 1950년대부터 정치학, 경제학, 그리고 사회학 분야 등에서 많은 관심을 받으며 성장해왔다. CSR은 특히 기업에 대한 평가나 이미지, 혹은 매출증대에 직·간접적인 영향을 가질 수 있음을 전제한 연구들이 활발히 이루어지고 있다.
본 연구는 CSR과 기업성과의 관계에 초점을 맞춘 기존연구들과 달리 지각된 기업정당과 기업성과의 관계에 초점을 맞추어 연구를 진행하였다. 이를 위해서 먼저 정치학, 경제학, 사회학 분야에서 다양하게 이루어진 선행연구들을 고찰해서 지각된 기업정당성을 개념화하였다. 본 연구에서는 지각된 기업정당성을 실용적 차원과 도덕적 차원으로 구분하였는데, 이를 토대로 지각된 효율적/사회·윤리적 제품가치, 행동의도 간의 구조적 관계를 설정하고 이들 간의 관계에서 윤리적 소비성향의 조절적 역할과 지각된 기업정당성과 행동의도 간의 관계에 대한 지각된 제품가치의 매개적 역할을 알아보았다.
지각된 기업정당성은 CSR에 대한 역사적 이력에 의해 형성되므로 이를 측정하기 위해 응답자가 이미 알고 있는 유명기업을 선택했으며, 제품가치에 대한 평가의 용이성을 높이기 위해 응답자에게 친숙한 제품군으로 판단되는 노트북과 스낵 제품군을 선정하였다. 각 제품군 별로 약 160명의응답자를 대상으로 자료를 수집하였으며 유효설문 291부를 SPSS 20.0과 AMOS 20.0으로 분석하였다. 가설검정을 위하여 연구모형을 구조방정식모형으로 설정하고 모형적합도와 경로계수, 그리고 t값을 확인했으며, 매개효과와 조절효과를 확인하기 위해 대안모형과 제약모형, 자유모형과 제약모형을 설정하고 이들 간의 적합도 비교를 실시하였다.
본 연구의 결과는 다음과 같이 요약된다.
첫째, 지각된 실용적 기업정당성과 지각된 도덕적 기업정당성은 각각 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치에 正(+)의 영향을 미칠 것이라는 가설과, 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치가 행동의도에 正(+)의 영향을 미칠 것이라는 가설은 모두 지지되었다.
둘째, 지각된 기업정당성과 행동의도의 관계에 대한 지각된 제품가치의 매개효과를 확인하기 위하여 지각된 실용적 기업정당성과 행동의도 간의 직접경로를 추가한 대안모형 1, 지각된 도덕적 기업정당성과 행동의도 간의 직접경로를 추가한 대안모형 2, 그리고 지각된 실용적 기업정당성과 행동의도, 지각된 도적적 기업정당성과 행동의도 간의 직접경로를 모두 추가한 대안모형 3을 분석하였다. 분석결과에 따르면, 지각된 실용적 기업정당성과 지각된 도덕적 기업정당성은 모두 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치의 매개를 통해서만 행동의도에 영향을 미치는 것으로 나타났다. 또한 연구모형과 대안모형 1, 2, 3의 적합도 비교에서도 연구모형의 적합도가 가장 우수한 것으로 나타났다.
셋째, 윤리적 소비성향이 높을수록 지각된 도덕적 기업정당성이 지각된 사회·윤리적 제품가치에 미치는 正(+)의 영향이 강하게 나타날 것이라는 가설을 검정한 결과, 본 연구자의 가설과 방향적으로 일치했으며 유의수준 .05에서 지지되었다. 또한 추가적으로 지각된 실용적 기업정당성과 지각된 도덕적 기업정당성이 지각된 효율적 제품가치에 미치는 영향, 그리고 지각된 실용적 기업정당성이 지각된 사회·윤리적 제품가치에 미치는 영향에 대한 윤리적 소비성향의 조절적 역할을 검정한 결과 이들의 관계는 통계적으로 유의적이지 못한 것으로 나타났다.
끝으로, 지각된 사회·윤리적 제품가치가 행동의도에 미치는 正(+)의 영향에 대한 윤리적소비성향의 正(+)의 조절효과에 대한 가설을 검정한 결과 본 연구자가 기대한 것과 방향적으로는 일치하였으나, 유의수준 .05에서는 비유의적인 것으로 나타났으며, 유의수준 .10에서 유의적인 값을 나타내어 한계적으로 지지되었다.
본 연구의 결론에는 연구의 요약, 기존연구와의 차별점 및 본 연구의 한계점, 그리고 미래연구에 대한 제언을 제시하였다.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구의 배경 및 목적 1
• 제 2 절 연구방법 및 구성 4
• 제 2 장 이론적 배경 5
• 제 1 절 CSR에 대한 논의 5
• 1. CSR관련 주요 이슈 6
• 2. CSR의 동기에 대한 이해 8
• 2-1. 협의적·소극적 관점 10
• 2-2. 광의적·적극적 관점 12
• 2-3. 전략적·도구적 관점 14
• 3. CSR의 영역 18
• 3-1. 견해(철학)에 따른 분류 20
• 3-2. 활동에 따른 분류 22
• 3-3. 대상에 따른 분류 27
• 제 2 절 제도주의와 CSR 29
• 1. 제도주의적 관점에서의 CSR 29
• 2. 기업정당성 32
• 3. 정당성의 유형 34
• 3-1. 순응(conforming)정당성 34
• 3-2. 전략(strategic)정당성 37
• 4. 지각된 기업정당성과 CSR 39
• 5. 지각된 기업정당성의 개념화 44
• 제 3 절 소비자 가치 48
• 1. 소비자 가치에 대한 논의 48
• 2. 지각된 제품가치의 개념화 51
• 3. 윤리적소비성향의 개념화 52
• 제 3 장 가설추론과 연구방법 54
• 제 1 절 가설추론을 위한 논거 및 가설추론 54
• 1. 지각된 실용적 기업정당성과 지각된 제품가치의 관계 54
• 1-1. 지각된 실용적 기업정당성과 지각된 효율적 제품가치의 관계 54
• 1-2. 지각된 실용적 기업정당성과 지각된 사회·윤리적 제품가치의 관계 56
• 2. 지각된 도덕적 기업정당성과 지각된 제품가치의 관계 57
• 2-1. 지각된 도덕적 기업정당성과 지각된 효율적 제품가치의 관계 57
• 2-2. 지각된 도덕적 기업정당성과 지각된 사회·윤리적 제품가치의 관계 59
• 3. 제품가치와 행동의도의 관계 61
• 4. 매개효과와 조절효과 64
• 4-1. 지각된 제품가치의 매개적 역할 64
• 4-2. 윤리적 소비성향의 조절효과 66
• 5. 연구모형의 도출 69
• 제 2 절 연구방법 70
• 1. 연구대상의 선정 70
• 2. 자료의 수집 72
• 3. 측정도구 73
• 3-1. 지각된 기업정당성 73
• 3-2. 지각된 가치 74
• 3-3. 행동의도 76
• 3-4. 윤리적 소비성향 77
• 제 4 장 분석결과 78
• 제 1 절 사전분석 78
• 제 2 절 연구가설의 검정 83
• 1. 연구모형의 검정 및 대안모형 비교 83
• 2. 매개효과에 대한 가설검정 84
• 3. 조절효과에 대한 가설검정 88
• 4. 추가분석 90
• 제 5 장 결론 92
• 제 1 절 연구의 요약 92
• 제 2 절 연구의 이론적 공헌, 한계점, 미래연구에 대한 제언 94
• 참 고 문 헌 100
• <부록> 설문지 118
• Abstract 126

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