KCI등재
The Effect of the Perceived Corporate Fit on Loyalty : The Mediating Roles of the Corporate Social Responsibility Perception
저자
Eun Mi Lee (Ewha Womans University) ; Seong-Yeon Park ; Jae H ; Pae
발행기관
학술지명
권호사항
발행연도
2011
작성언어
-주제어
KDC
325
등재정보
KCI등재
자료형태
학술저널
발행기관 URL
수록면
32-44(13쪽)
제공처
?着公司的??和社??境的?化,企?社??任的?度也大大的?展了。?在,企?不?是?了自身的利?而??,同?也?了社?的福利。近期,CSR(企?社??任)在??界成?一?重要的硏究?念,在??的企?活?中也被强??迫切需要解?的??(Covin,2001; Sen and Bhattacharya,2001)。消?者也越?越?注企?社??任,企?社??任活?被??是提高企?价?的一?投?,所以?略企?社??任活??得越?越至?重要了(Dean,2003)。 ?了使企?社??任活?更有效率,我?有必要去硏究如何?服消?者去?注企?社??任活?。本硏究就是??影?消?者的企?社??任活?感知的因素。以往的硏究大多只?注企?核心??的?知契合的?度,?少有??硏究是?注企?形象?知契合的?度,?管企?形象在吸引和保持?客方面都扮演着重要的角色(Andreassen 和 Lindestad,1998)。?了克服?一限制,本硏究?注企?形象和企?核心????方面的企?社??任活?。 ?公司?展和企?相?的企?社??任的活??,消?者?企?社??任活?有更??的?知。如果消?者??的感知到企?社??任活?,他??喜?,信任????公司保持忠?。因此,本硏究探?企?契合?知?企?信用度的影?和消?者?企?社??任活??知的媒介作用下的消?者忠?度的?程。 本硏究的?本是在??首?的年??18?或18?以上的620名消?者。562?有效的回答,回答率?90.6%。??者的人口??特征如下:本?本包含了68.5%的女性和31.5%的男性。年?分布上,?答者的年?主要分布在20到25?(36%)和26到30?(24%)。我?采用了相?文?中的?量?目,?根据我?的硏究?容做了修正。在二?段模型效度??之后(Anderson和Gerbing,1988),我???了??模型中出?的每??念的??效度???了假?模型。整??合指?反映了良好的模型?合:CFI=.96,TLI=.96,RMSEA=.06。 ?果表明,出了?假?1,其他的假?全部成立。假?1是?注企?核心??契合?消?者的企?社?活??知的影?。然而,???系?然在?期的方向中,可是在???上?有得到支持(β = .09,t = 1.48)。假?2假?企?形象契合?消?者的企?社?活??知的影?。?果表明企?形象契合有?著影?(β = .37,t = 5.77)。?消?者??到企?的形象?他?的企?社?活?一致或相??,他??企?社??任活?的感知???良好。假?3是消?者?企?社??任活?的?知??影?企?的信用度。?果表明假?3成立(β = .60,t = 11.33)。假?4假?消?者?企?社??任活?的?知?消?者忠?度的影?,同?也是成立的(β = .3
더보기With the changes in the economic and social environment of companies, the dimensions of corporate responsibility have been greatly expanded. Now, firms should operate not only for their own profit but also for social welfare. Recently CSR (Corporate Social Responsibility) has been studied as an important construct in academia and highlighted as a pressing item on the practical corporate agenda (Covin, 2001; Sen and Bhattacharya, 2001). As consumers have been lately more interested in CSR, CSR activities are recognized as a sort of investment for higher company values, so that strategic CSR activities become more critical (Dean, 2003). In order to conduct CSR activities more effectively, it is necessary to examine ways to persuade consumers to pay attention to CSR activities. That is, this study examines the factors that affect consumer perception of CSR activities. Most previous studies consider only dimensions of perceived fit with a corporation’s core business and there is little empirical research focused on dimensions of perceived fit with corporate image even though corporate image plays an important role in both attracting and retaining customers (Andreassen and Lindestad, 1998). To overcome this limitation, this study considers the congruence of CSR activities from both the corporate image and the corporation’s core business. Also, when a company performs CSR activities related to that company, consumers perceive CSR activities more positively, and if consumers perceive CSR activities more favorably, they tend to prefer, put credence in, and remain loyal to that company. Therefore, this study examines the processes by which perceived corporate fit influences corporate credibility and consumer loyalty through a mediating variable of consumer perception of CSR activities. This study was conducted with a sample of 620 consumers aged 18 or older in Seoul, Korea. A total of 562 usable responses were obtained with a 90.6% response rate. The demographic profiles of the respondents are illustrated as follows: The sample consisted of 68.5% female and 31.5% male. In age distribution, 20-25 (36%) and 26-30 (24%) represent the majority of the sample. We adopted measures that had been suggested in the relevant literature and modified them in the context of the current study. Following the two-stage approach of model validation (Anderson and Gerbing, 1988), we tested the measurement validity of each construct appearing in the structural model and estimated the hypothesized model. The overall fit indices reflected a good model fit: CFI=.96, TLI=.96, RMSEA=.06. As the result, all the hypotheses except Hypothesis 1 are supported. Hypothesis 1 is concerned with the impact of a corporation’s core business fit on the consumer perception of CSR activities. However, the relationship is in the expected direction but statistically not supported (β=.09, t=1.48). Hypothesis 2 posits the impact of corporate image fit on the consumer perception of CSR activities. The result shows a significant impact of corporate image fit (β=.37, t=5.77). When consumers perceive that a corporate image is congruent with or relevant to its CSR activities, they perceive CSR activities as being genuine and favorable. Hypothesis 3 suggests the positive effect of consumer perception of CSR activities on corporate credibility. The result supported hypothesis 3 (β=.60, t=11.33). Hypothesis 4 posits the impact of consumer perception of CSR activities on consumer loyalty, which is statistically supported (β=.30, t=5.48). As consumers perceive CSR activities more positively, it increases consumer loyalty toward the company. Hypothesis 5 proposes the effect of corporate credibility on consumer loyalty. The result shows a significant positive relationship between them (β=.27, t=4.76). Therefore, a company should find ways to increase consumer loyalty by convincing consumers of the company’s trustworthiness and honesty.
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