• 한국프랜차이즈경영연구
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• 제14권4호
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• pp.1-16
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• 2023

Purpose: Previous studies show that perceived CSR motives have a significant impact on company evaluations. However, consumer responses to CSR motives vary depending on CSR motives. From this perspective, this study investigates the impact of CSR motives on consumers' responses in the context of food and beverage franchise companies using a scenario. Research design, data, and methodology: For achieving the purposes of the study, an example of a domestic food and beverage franchise company actively carrying out CSR activities was presented. Data was collected from 304 respondents aged 20 or older who were aware of CSR activities. The respondents answered the questionnaire after reading the scenario. The data was analyzed with SPSS 28.0 and SmartPLS 4.0 program. Result: Values-driven motive and strategic motive influence authenticity, while stakeholder-driven motive and egoistic motive did not influence authenticity. Values-driven motive influences on attitude, while stakeholder-driven motive, strategic motive and egoistic motive didn't. Lastly, authenticity influences attitude. Conclusions: Companies need to be aware that consumers may infer different motives for their CSR activities, and pay close attention to consumers' perceived motives from the planning stage of CSR activities. In particular, companies should focus on the values-driven motive and the strategic motive when planning CSR activities.

• 패션비즈니스
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• 제25권5호
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• pp.57-72
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• 2021

With the growing importance of CSR, more fashion brands have actively engaged in CSR activities, and consumers' perception of their motives has become a critical issue. This study investigates the influence of perceived CSR motives on fashion consumers' perceived sincerity, trust, and behavioral intentions. In addition, the effect of 'CSR timing' and 'information source' on these variables was examined. In a 2×2 between- subjects design with scenarios, 515 adult consumers responded to an online survey questionnaire. The study identified three CSR motives: value-driven motive, instrumental motive, and strategic motive. The SEM results showed that the value-driven and instrumental motives influenced trust and behavioral intentions. In particular, perceived sincerity mediates value-driven motive and trust. A comparison of latent means revealed the effect of CSR timing on value-driven and strategic motives, trust, sincerity, and behavioral intentions. This study provides an insight into the relationship between consumers' perception of CSR motives and their reactions, and the importance of CSR timing.

• 한국콘텐츠학회논문지
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• 제16권4호
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• pp.313-323
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• 2016

CSR에 대한 사회적 요구에 부응하기 위하여 기업들은 CSR 활동에 투자하고 있다. CSR이 기업에 대한 긍정적 평가 및 매출로 이어질 것으로 기대되지만, CSR이 기업평가에 미치는 영향이 없거나 부정적이라는 의견도 적지 않다. 본 연구는 CSR의 효과가 크지 않은 문제 해결에 대한 실마리를 찾기 위하여 친사회적 행동의 하나인 기부에 대한 연구를 검토하고 CSR에 대한 연구에 도입하고자 한다. 즉, CSR의 수혜자 소구 유형이 소비자의 기업정체성매력 평가에 미치는 영향을 살펴보고, 이러한 영향의 기제를 밝히기 위하여 CSR 동기에 대한 소비자의 동기 추론의 매개효과를 살펴보고자 한다. 연구 결과, CSR 수혜자를 타인이 아닌 소비자 자신으로 소구하면 기업정체성매력에 대한 평가가 하락하였으며, CSR 동기를 기업의 매출을 증진시키기 위한 수단으로 의심할 가능성이 높아졌다. 또한 CSR 수혜자 소구 유형이 기업정체성매력 평가에 미치는 영향을 CSR 동기 추론이 매개하였다. 이러한 연구 결과는 기업이 CSR 활동을 소비자에게 커뮤니케이션하는데 있어서 기업의 사업에 초점을 맞추기보다 CSR 활동의 진실한 목적에 초점을 맞출 필요가 있음을 시사한다.

• 한국응용과학기술학회지
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• 제40권2호
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• pp.210-222
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• 2023

본 연구는 K-뷰티브랜드의 CSR동기가 CSR 진정성과 브랜드 신뢰에 주는 영향과 CSR 진정성과 브랜드 신뢰가 브랜드 지지에 주는 영향을 확인하고자 한·중 소비자 데이터를 이용해 비교연구하여 진행하였다. 수집된 데이터 중 392부를 검증에 사용하였고 2단계 접근법과 최우도 측정법을 활용해 분석하였다. 연구 결과, 자기본위적 동기를 제외한 가치지향적, 이해관계자지향, 전략적 동기는 CSR 진정성과 브랜드 신뢰에 긍정적 영향을 주는 것으로 나타났다. 또한 CSR 진정성은 브랜드 신뢰에 긍정적 영향을 주었고, 이는 브랜드를 지지하는 것으로 나타났다. 한·중 소비자를 비교한 결과, 두 나라 모두 CSR동기가 진정성과 브랜드 신뢰에 영향을 주는 것으로 나타났으나 중국소비자가 한국소비자보다 더 많은 부분에서 높게 나타난 결과를 보였는데 이러한 결과는 K-뷰티 브랜드의 중국시장 확장을 위해서는 중국소비자를 이해하고 그들이 추구하는 CSR동기 전략을 강화해야 한다는 시사점을 가진다.

• 마케팅과학연구
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• 제19권3호
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• pp.5-16
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• 2009

企业社会责任活动已被认为是提高企业形象和企业竞争力的一个潜在因素. 然而, 先前大部分关于企业社会责任活动的研究是主要针对的是这些活动如何影响影响对产品, 企业以及企业形象的评价的评价. 另外, 一些学者将消费者对企业动机的感知作为企业社会责任和消费者反应之间直接关系中的调解变量. 然而, 动机理论和相关的研究存在一些缺点. 对消费者, 企业社会责任活动只有两个动机, 但最近, Vlachos等人(2008) 认为这些动机应该细分. 因此, 它有可能从原有理论发展为修正理论模型(说服, 个人知识管理(PKM). Vlachos等人(2008) 将企业社会责任动机细分为四种类型, 并尝试发现这些动机在影响顾客种程度方面的作用以及不同. 以前的研究已经证明具有积极动机会对的社会责任活动会有积极的影响. 但并没有实证地解释其心理原因. 因此本研究的目的是双重的. 第一, 本研究试图发现顾客为什么会在他们感受到企业社会活动的积极动机的情况下表达他们的感激. 第二, 本研究试图测试当社会从企业社会责任活动中获得利益时与消费者的回报的效果. 以下是本研究的假设: H1: 企业社会责任活动的价值驱使的动机积极影响认知的对等对于互惠的期待. H2: 企业社会责任活动的参股者驱使的动机消极影响于互惠的期待认知的对等. H3: 企业社会责任活动的利己驱使的动机消极影响于互惠的期待认知的对等. H4: 企业社会责任活动的战略驱使的动机消极影响对于互惠的期待认知的对等. H5: 对企业社会责任活动的互惠的期待认知的对等积极影响消费者忠诚度. 我们选择了一个公司作为研究对象来理解企业社会责任活动的动机是如何影响消费者于互惠的期待认知的对等和顾客忠诚度. 总样本为100名受访者被选为试验测试. 此外, 为了获得一致的回复, 我们保证所有的受访者都超过20岁. 本调查中. 在排除了28份无效问卷以后, 总受访者是172名(82名男性, 90名女性). 基于截至标准, 数据和模型的适配度良好. 在观察结果以后, 企业社会责任活动的价值驱使的动机对于互惠的期待认知的对等有积极的影响(t=6.75, p<.001)，假设1被证明. Morales (2005) 也指出消费者的确感激企业对社会所做出的努力以及对社会所给予的利益. 而且企业社会责任活动的参股者驱使的动机对于互惠的期待认知的对等没有影响(t = ‐.049, p > .05). 因此, 假设2被拒绝. 我们可以用符合论来解释这个结果. 利己驱使动机(t = ‐3.11, p < .05)和战略驱使的动机(t = ‐4.65, p < .05) 对认知的对等有消极影响. 因此H3和H4被证明. 而且认知的对等积极影响消费者的忠诚度(t = 4.24, p < .05)，H5被证明. 从结果中看, 与大众群体相比，大学生更容易受利己驱动动机的影响. 以下是本研究的结论:首先, 数据分析结果显示价值驱使的动机积极影响于互惠的期待认知的对等. 但是参股者驱动的动机对互惠的期待认知的对等没有显著影响. 另外, 利己驱使的动机和战略驱使的动机消极影响互惠的期待认知的对等. 第二, 当企业社会责任活动与消费者的回报关联时, 社会责任活动积极影响顾客忠诚度. 本研究测试了动机的种类是否影响消费者对企业社会责任的反应, 尤其是企业社会责任如何能影响关键的内在因素(认知的对等) 和消费者行为的结果(顾客忠诚度). 而且, 本研究阐述了认知对等在企业社会责任动机和顾客忠诚度的关系中起到媒介的作用. 我们的研究扩展了有关消费者企业社会责任动机方面的研究, 将他们定位为消费者反应的一个直接指标. 另外一个贡献是, 我们成功地鉴定了认知的对等作为一个次级过程在归因于顾客忠诚度的企业社会责任的影响中的中介作用. 今后在研究企业社会责任的最终行为和财务影响时应该考虑源于互惠的期待认知对等的影响. 本研究的结果具有重要的管理意义. 第一, 本研究发现的对等的中心作用表明经理人应该经常考虑这些行为将创造出多少的互惠的期待认知对等. 第二, 理解消费者对企业社会责任的动机, 的认知是如何与互惠的期待认知对等和顾客忠诚度相关, 可以帮助经理人通过营销活动和管理企业社会责任‐感应归因过程来监控和提高这些消费者的结果. 本研究的结果将帮助企业去理解影响互惠的期待认知对等的四个不同的动机的相对重要性.

• 패션비즈니스
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• 제20권6호
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• pp.1-18
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• 2016

This study examines the impact of consumer ethics on the CSR motive attributions and, the subsequent consumer perception of the firm's ethicality. Data of 512 adults were collected nationwide using a self-administered questionnaire online. Exploratory and confirmative factor analysis were employed to identify six underlying dimensions of consumer ethics, as follows: actively benefiting from illegal actions, passively benefiting from illegal actions, no harm/no foul, economic benefiting from illegal actions, intellectual property infringement, and pro-environmental behavior. In order to examine the relationships between consumer ethics, CSR motive attribution, and consumer perceived ethicality, a structural equation modeling test was conducted. The results demonstrated that actively benefiting from illegal actions, economic benefiting from illegal action, and pro-environmental behavior had impacts on CSR motive attributions such as strategy-driven attribution, value-driven attribution, and stakeholder-driven attribution. Consequently, strategy-driven attribution and value-driven attribution influenced the consumer perception of the firm's ethicality, whereas stakeholder-driven attribution did not. This study provides an understanding of the CSR attribution mechanism from the view of consumer ethics that are multi-dimensional. The ethical judgements on different types of consumer behavior lead to attributions of CSR motives and subsequently their perception of a firm's ethicality.

• 융합정보논문지
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• 제7권4호
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• pp.221-227
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• 2017

이 연구는 중소기업을 대상으로 CSR 수행이 경영성과에 영향을 미치는지와 더불어 경영환경을 둘러싼 사업리스크 인지도에 따라 CSR의 수행 효과가 달리 나타나는지를 분석하였다. 이를 위해 먼저 중소기업이 사업 리스크를 어느 정도 인지하고 있느냐를 기준으로 분석대상 기업을 두 집단으로 분류하고, 이들 두 집단의 CSR 수행 효과와 함께 두 집단 간 CSR의 수행 효과가 차이가 있는지를 잠재평균 비교를 통해 판별해 보았다. 그 결과, 우선 CSR의 수행은 중소기업의 경영성과에 긍정적으로 작용함이 재확인되었다. 그리고 CSR의 수행 효과는 사업 리스크의 인지도가 낮은 집단에 비해 리스크 인지도가 높은 집단에서 통계적으로 유의한 수준에서 상대적으로 더 크게 발휘되는 것으로 나타났다.

• 유통과학연구
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• 제15권2호
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• pp.7-14
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• 2017

Purpose - This study attempts to extend the research in responsible luxury by identifying contexts where Corporate Social Responsibility (CSR) can promote luxury brands' evaluation. It contributes to the literature on consumer responses to CSR, and to responsible luxury in particular and demonstrates how dispositional consensus and luxury-CSR information of luxury brands affects consumers' evaluation of brand. Research design, data, and methodology - An experiment was conducted to test the relationship between brand evaluation and responsible luxury brands' CSR information using collected data through a survey in a large university of South Korea. Study conditions were manipulated with various product types to analyze the relationship in different product domains. Results - When consensus regarding sincere and altruistic motive of companies for CSR activity is high, the perceived fit between luxury brand and the type of CSR has no effect on brand evaluation. But, in case of lower consensus regarding the benevolent company motives, higher fit enhances evaluation than lower fit. Conclusions - In using consensus as a guiding factor to choose the type of charity with favorably view, the level of irrespective fit can help luxury firms to enjoy the benefits of better image. In case of low consensus donating to charities that are closely related to the brands' product or area of business seems to be fruitful.

• Asia Pacific Journal of Business Review
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• 제2권2호
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• pp.1-15
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• 2018

The purpose of this paper is to find out the factors responsible for purchase of LED (light-emitting-diodes) bulbs & tubes among Indian consumers and how much they are ready to replace their existing lighting system with LED fittings. A multiple regression model has been employed to investigate the factors affecting the buying decision of LED lamps in place of CFL and incandescent lamps. Eleven motives for adopting LED lamps has been identified viz. price, quality, energy saving, durability, brand, promotion, CSR, & environmental consciousness. In addition the effect of demographic variables like gender, age, household income on the purchasing decision of LED has also been examined. A total 150 respondents were contacted visiting different outlet of electrical shops of Northern Delhi. The study may helpful for the companies to decide their marketing strategies to promote LED Lamps among the consumers with an aim to save energy and save environment.

• 대한지역사회영양학회지
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• 제26권3호
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• pp.177-187
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• 2021

Objectives: This study investigated the different perceptions of customers toward traditional and non-traditional fast-food restaurants regarding restaurant healthfulness, corporate reputation, and the impact of corporate reputation on loyalty intentions through corporate social responsibility (CSR) motive. Methods: An online survey was conducted on U.S. residents who were aware of fast food restaurants' CSR activities. Participants selected one fast food restaurant participating in CSR activities, coded as either traditional (n = 117) or non-traditional (n = 48), and answered questions about the selected restaurant's healthfulness, reputation, CSR motives, and loyalty intentions. The participants' perceptions of healthfulness and corporate reputation of the two types of fast-food restaurants were compared. A mediation path of corporate reputation - CSR motive - loyalty intention was analyzed. Results: Non-traditional fast-food restaurants (5.02 ± 1.26) were perceived to be more healthful than traditional ones (3.93 ± 1.72). The participants perceived that compared to traditional fast-food restaurants, non-traditional ones had a better overall corporate reputation (P = 0.037), were more concerned about their customers (P = 0.029), better workplaces (P = 0.007), more environmentally and socially responsible (P < 0.001), and offered higher quality products and services (P = 0.042). Significant positive correlations were shown between restaurant healthfulness and corporate reputation (P < 0.001 for all reputation items). The suggested mediation path was supported with 95% CIs excluding zero, implying that when fast-food restaurants had a better reputation overall, were customer oriented, good employers, strong companies with a good product and service quality, social and environmental responsibility, the participants were more likely to perceive their CSR activities to be sincere and were hence loyal to that restaurant. Conclusions: Overall, participants were more favorable towards non-traditional fast-food restaurants which had a healthier image and better reputation than traditional ones. Therefore, fast food restaurants need to consider offering healthy food and enhance their image, which would maximize the return on their investment in CSR.