Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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The Impact of Corporate Social Responsibility Activities on Organization Trust, Loyalty and Purchase Intention

기업의 사회적 책임활동이 조직신뢰와 충성도 및 구매의도에 미치는 영향

  • Ji, Yeon-Jung (Defense & IT Technology Research Institute, Kumoh National Institute of Technology) ;
  • Lee, Seung-Hee (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Kim, Young-Hyung (Dept. of IT Convergence, Kumoh National Institute of Technology)
  • 지연정 (금오공과대학교 국방시스템공동연구소) ;
  • 이승희 (금오공과대학교 경영학과) ;
  • 김영형 (금오공과대학교 IT융합학과)
  • Received : 2019.11.28
  • Accepted : 2019.12.23
  • Published : 2019.12.31
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Abstract

This study examined the effects of corporate social responsibilities on company-consumer identification, Loyalty, purchase intention and trust. Questionnaires were distributed to 300 members of corporations. Of the returned questionnaires, 233 questionnaires were used for empirical study. Analysis of linear structural equation was used to test the model and the hypotheses. The overall adequacy was found to be allowable. Several important findings emerged from this research. First, corporate social responsibilities was related with company-consumer identification. Second, company-consumer identification had positive influences on purchase intention and trust. Third, trust was related with purchase intention. This study provides guidelines to help managers better understanding how to increase company-consumer identification, purchase intention and consumer's trust and make better decisions about procedures, outcomes and interactions for their consumers.

본 연구는 기업의 사회적 책임활동에 대한 연구를 바탕으로 하여 조직신뢰와 충성도 그리고 구매의도의 관계에 관해 고찰하고자 한다. 이를 위하여 경상북도 구미시의 관리직과 대학생 및 대학원생을 대상으로 233부의 설문지를 회수하여 분석을 하였다. 연구분석은 Cronbach's alpha를 이용한 신뢰성 검증, 확인적 요인분석을 이용한 타당성 검증, 주요 변인 간의 상관분석, 그리고 가설검정을 위한 구조방정식모델 분석을 실시하였다. 주요 연구결과는 다음과 같다. 첫 번째로 기업의 사회적 책임활동이 조직신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 조직신뢰는 충성도와 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 충성도는 구매의도의 관계에서 긍정적인 영향을 미치는 것으로 나타났다. 결과들을 통해 기업에서 수행하고 있는 사회적 책임활동이 여러 요인들에 상호간 복합적으로 영향을 미친다는 것을 확인할 수 있다.

Keywords

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