디지털융복합연구 (Journal of Digital Convergence)

  • 제18권8호
  • /
  • Pages.185-199
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  • 2020
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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보험회사의 사회적책임활동이 고객기반 브랜드자산과 프리미엄가격 지불의도에 미치는 영향 : SNS 활용수준의 조절효과

The Effect of Social Responsibility Activities of Insurance Company on Consumer Based Brand Equity and Intention to Pay Premium Price : Moderating Effect of the Level of SNS Usage

  • 천부기 (서울벤처대학원대학교 융합산업학과) ;
  • 박현숙 (서울벤처대학원대학교 융합산업학과)
  • Cheun, Bu-Gi (Dept. of Convergence Industry, Seoul Venture University) ;
  • Park, Hyeon-Suk (Dept. of Convergence Industry, Seoul Venture University)
  • 투고 : 2020.07.06
  • 심사 : 2020.08.20
  • 발행 : 2020.08.28
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초록

본 연구는 보험회사의 차별적 마케팅전략으로써 CSR활동의 가능성을 규명하기 위하여 보험회사의 CSR활동이 고객기반 브랜드자산과 고객의 프리미엄가격 지불의도에 미치는 영향을 살펴보았다. 보험가입 경험이 있는 국내 소비자를 대상으로 설문하여 최종 510부를 선정 및 분석한 결과, 경제적, 자선적 책임활동은 고객기반 브랜드자산에 영향을 주었고, 경제적, 환경적 책임활동은 프리미엄가격 지불의도에 영향을 주었다. 또한 고객기반 브랜드자산의 매개역할은 경제적, 자선적 책임활동과 프리미엄가격 지불의도 간의 관계에서 확인하였다. 마지막으로, CSR활동과 고객기반 브랜드자산 관계에서 SNS 활용수준의 조절효과는 경제적 책임활동에서 영향이 있었다. 이러한 결과를 바탕으로 본 연구는 보험회사에서의 CSR 프로그램 효율성을 높이는 마케팅전략 수립에 중요한 시사점을 제공해준다.

This study examined the effects of insurance company's CSR activities on customer-based brand assets and customers' intention to pay premium prices in order to identify the possibility of CSR activities as an insurance company's differentiated marketing strategies. Throughout collecting 510 surveys, this study has proved that economic and charitable activities had a effect on customer-based brand assets, also economic and environmental activities had a effect on intention to pay premium prices. In addition, the mediating role of the customer-based brand asset between economic and charitable activities and intention to pay premiums was proved. Lastly, it was confirmed that the level of SNS usage moderates the relationship between economic activities and customer-based brand assets. Based on the results, this study provides insurance companies with an effective marketing strategy of the CSR program.

키워드

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