Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Study of CSR Communication Effectiveness of Fashion Store Design

패션 매장 디자인의 CSR 커뮤니케이션 효율성에 관한 연구

  • Park, Sunyang (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Kim, Hayoun (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Jeong, Yeojin (Dept. of Fashion Design Information, Chungbuk University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
  • 박선양 (서울대학교 의류학과) ;
  • 김하연 (서울대학교 의류학과) ;
  • 정여진 (충북대학교 패션디자인정보학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2019.02.18
  • Accepted : 2019.04.21
  • Published : 2019.04.30
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Abstract

Most corporations engage in Corporate Social Responsibility (CSR) activities. Consumers are aware of CSR activities in different domains and use the perception and evaluation in purchase decision making. This study reveals how the relationship between consumer perception about a fashion corporation's CSR activities and product evaluation (such as perceived expertise and attractiveness) affects behavioral intention. This study discussed implications for store designs depending on whether it is actively engaging in CSR communication. Two virtual fashion store images of modern or eco design were used as stimuli. The study was conducted from July to August, 2018 based on women in their 20s and 30s. We collected 154 eco designs and 157 modern design responses. The findings of the study show that consumer perceptions of CSR activities affected perceived expertise and attractiveness. Further, perceived expertise and attracti-veness led to purchase intention and time spent in the store. The store design variation had no differences in mean values of consumer perception; however, evaluation and purchase intention indicated that a varied store design emphasized different corporation capabilities.

Keywords

References

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