지각된 기업 정당성이 소비자 행동의도에 미치는 영향 = 지각된 제품가치의 매개효과를 중심으로

국문 초록 (Abstract)

본 연구는 CSR과 기업성과의 관계에 초점을 맞춘 기존연구들과 달리 지각된 기업정당성과 기업성과의 관계에 초점을 맞추었다. 본 연구에서는 지각된 기업정당성을 실용적 기업 정당성과 도덕적 기업 정당성으로 구분하였는데, 이러한 기업 정당성이 지각된 효율적 제품가치 및 지각된 사회·윤리적 제품가치에 미치는 영향 및 행동의도에 미치는 영향 간의 구조적 관계를 알아보았다. 그리고 이들 간의 관계에서 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 160명의 응답자를 대상으로 자료를 수집하였으며 유효설문 291부를 이용해서 분석하였다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 소비자들에 의해서 지각된 실용적 기업정당성과 지각된 도덕적 기업정당성은 각각 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치에 正(+)의 영향을 미치는 것으로 나타났다둘째, 소비자들에 의해서 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치는 행동의도에 正(+)의 영향을 미치는 것으로 나타났다. 끝으로, 지각된 기업정당성과 행동의도의 관계에 대한 지각된 제품가치의 매개효과를 확인해 본 결과에 의하면, 지각된 기업정당성(실용적 기업정당성과 지각된 도덕적 기업정당성)은 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치의 매개를 통해서만 행동의도에 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

The many previous researches have been made actively on the assumption that CSR could have direct or indirect impact on firm`s evaluation, image , or sales volume. This study focused on the relationship between the perceived corporate legitimacy and the corporate performance unlike previous researches. The perceived corporate legitimacy is the results of CSR activities for a long time. In this study, the perceived corporate legitimacy was categorized into the perceived practical legitimacy and the perceived ethical legitimacy. Consumer` product value was categorized into the perceived efficient product value and the social/ethical product value. The conceptual framework of this study was expressed with the structural equation model which was consisted with the perceived corporate legitimacy(exogenous construct) and the perceived product value and the behavioral intention(endogenous constructs). Then this study examined the mediating role of perceived product value between perceived corporate legitimacy and behavioral intention. For data collection, the famous big companies were selected as research object. Because the perceived corporate legitimacy is formed by the historical record of CSR, we considered the well-known companies that respondents already have known. And for the research product items, we chose laptop and snack for ease of respondent` evaluation of product value. For each group, data was collected from about 160 respondents and finally the 291 valid questionnaires were analyzed by SPSS 20.0 and AMOS 20.0. The results of this study were as follows;First, the legitimacy-product value hypothesis were accepted that the perceived practical corporate legitimacy and the perceived ethnic corporate legitimacy have positive effect on the perceived efficient product value and the perceived social and ethnic product value. Second, the product value- behavioral intention hypothesis also were accepted that perceived efficient product value and perceived social/ ethnic product value have positive effect on behavioral intention. Finally, the perceived practical corporate legitimacy and the perceived ethical corporate legitimacy have the effects on behavioral intention only through mediating roles of perceived efficient product value and perceived social/ethnic product value.

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