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http://dx.doi.org/10.5392/JKCA.2018.18.09.001

Consumer Benefit and Intention to Participate in Creating Shared Value(CSV) Based on Consumer Perception  

Hwang, Hyesun (성균관대학교 소비자가족학과)
Publication Information
The Journal of the Korea Contents Association / v.18, no.9, 2018 , pp. 1-13 More about this Journal
Abstract
Creating shared value (CSV) is a strategic approach connected to social value by moving away from a corporation's profit and competition oriented strategies. This study attempted to analyze consumers' perception and intention to participate in corporation's CSV practices. The results are as follows. First, consumers tend to have positive perception toward the practicability of CSV strategy. Second, a structural equation model was established and verified to analyze the relationship among the perceived practicability of CSV, perceived benefits for corporations and consumers and consumers' intention to participate in CSV strategy. Specifically, the result showed that consumers' perception on the practicability of CSV has positive effect on the perceived benefit for corporations. Also, consumers' perception on the benefits they may receive through CSV was positively affected by the perception on the benefits for corporations. The result indicated that consumers' perceptions on benefits of CSV have positive influence on consumers' intention to participate in CSV strategy.
Keywords
Creating Shared Value; Consumer Perception; Corporate Social Responsibility;
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Times Cited By KSCI : 2  (Citation Analysis)
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