- 권한신청
- E-ISSN2288-2766
- KCI
The Effect of Corporate CSV Activities on Prosocial Consumer Behavior through Emotional Factors
Effect of Corporate CSV Activities on Prosocial Consumer Behavior through Emotional Factors
김규배 (대전대학교)
송인암 (대전대학교)
Abstract
Purpose - of the present research has been conducted to investigate the effect of a company creating shared value (CSV) influencing consumers’ emotions that lead to prosocial behavior. Research design, data, methodology - on the survey including companies CSVs and their economic and social values as an independent variable, the sense of gratitude and pride from the consumers as a mediating variable and the companies authenticity as a moderating variable was performed by 340 respondents of Korean population over 20 years of age with 30 questionnaire and Likert 7 level. Data analysis was conducted with SPSS and reliability tests on the variables with Cronbach’s alpha confirmatory factor analysis and AMOS were used for discriminant validity and model fit. Results – indicate that the economic or social value of corporate CSV activities affects positively consumer’s gratitude or pride except for the social value of CSV to consumer’s pride. Gratitude or pride of consumers affects positively consumers’ prosocial behavior. Companies’ authenticity affects positively the relationship between economic or social value of CSV and either gratitude or pride of consumers. Conclusions – of the relationship between CSV and surrounding emotional factors demonstrate that the economic value of CSV gives people authentic pride but the social value does consumers hubristic pride. Also the activity of companies CSV affects positively prosocial consumer behavior through the consumers’ gratitude and pride.
- keywords
- Corporate Creating Shared Value, Authenticity, Economic and Social Value, Consumers’ Gratitude and Pride
참고문헌
Aaker, J. L., & Williams, P. (1998). Empathy versus pride: the influence of emotional appeals across cultures. Journal of Consumers Research, 25, 241-261.
Achar, C., So, J., Agrawal, N., & Duhachek, A. (2016). What we feel and why we buy: the influence of emotions on consumer decision-making. Current Opinion in Psychology, 10, 166-170.
Ahearne, M., & Bhattacharya, C. B. (2005). Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of Applied Psychology, 90, 574-585.
Andersson, L., & Bateman, T. (2000). Individual environmental initiative: championing natural environmental issues in U.S. business organizations. Academy of Management Journal, 43, 548-570.
Arthur, P. B., & Motowidlo, S. J. (1986). Prosocial organizational behaviors. The Academy of Management Review, 11, 710-725.
Ashton-James, C. E., & Tracy, J. L. (2012). Pride and prejudice: how feelings about the self-influence judgments of others. Personality and Social Psychology Bulletin, 38, 446-476.
Bagozzi, R. P. (1995). Reflections on relationship marketing in consumer marketing. Journal of Academic Marketing Science, 23, 272-277.
Bagozzi, R. P., & Moore, D. J. (1994). Public service advertisements: emotions and empathy guide prosocial behavior. Journal of Marketing, 58, 56-70.
Barlett, M. Y., & DeSteno, D. (2006). Gratitude and prosocial behavior: helping when it costs you. Psychological Science, 17, 319-325.
Barnes, J. G. (1997). Closeness, strength and satisfaction: examining the nature of relationship between providers of financial services and their retail customers. Psychology Marketing, 14, 319-325.
Batson, C. D., Collins, E., & Powell, A. A. (2006). Doing business after the fall: the virtue of moral hypocrisy. Journal of Business Ethics, 66, 321-335.
Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: a review. International Journal of Research Marketing, 13, 139-161.
Beer, J. S., & Keltner, D. (2004). What is unique about self-conscious emotions? Psychology Inquiry, 15, 126-129.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61, 68-84.
Carroll, A. B. (1999). Corporate social responsibility evolution of a definitional construct. Business and Society, 38, 268-295.
Cho, D. S. (2012). Economic Democratization in Capitalism 5.0. The Journal of Professional Management, 15, 23-47.
Coleman, N. V., & Williams, P. (2013). Feeling like myself: emotion profiles and social identity. Journal of Consumers Research, 40, 203-222.
Crocker, J., & Knight, K. M. (2005). Contingencies of self-worth. Current Directions in Psychological Sciences, 14, 200-203.
Dovidio, J. F., Piliavin, J. A., Schroeder, D. A., & Penner, L. A. (2006). The social psychology of prosocial behavior. Mahwah, NJ, Lawrence Erlbaum Associates Publishers.
Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12, 8-19.
Eisenberg, N. (1991). Meta-analytic contributions to the literature on prosocial behavior. Personality and Social Psychology Bulletin, 17, 273-282.
Emmons, R. A., & Crumpler, C. A. (2000). Gratitude as a human strength: appraising the evidence. Journal of Social and Clinical Psychology, 19.1, 56-69.
Filo, K., Funk, D. C., O’Brien, D. Dwyer, L., & Fredline, L. (2008). It’s really not about the bike: exploring attraction and attachment to the events of the Lance Amstrong Foundation. Journal of port Management, 22, 501-525.
Gilmore, J. H., & Pine B. J. (2007). Authenticity: what consumers really want. 1st Ed. Harvard Business Review Press.
Goldstein, N. J., Griskevicius, V., & Cialdini, R. B. (2011). Reciprocity by proxy: a novel influence strategy for stimulating cooperation. Administrative Science Quarterly, 56, 441-473.
Healy, M. J., Beverland, M. B., Oppewal, H., & Sands S. (2007) Understanding retail experiences–the case for ethnography. International Journal of Market Research, 49. 751-778.
Heo, Y. H. (2016). Relationship of authenticity of CSR activities, consumer attribution, commitment. Kyonggi, Korea: Thesis for Doctorate in Kyonggi University.
Huang, X., Dong, P., & Mukhopadhyay, A. (2014). Proud to belong or proudly different? Lay theories determine constrasting effects of incidental pride on uniqueness seeking. Journal of Consumers Research, 41, 697-715.
Khandelwal, K. A., & Mohendra, N. (2010). Espoused organizational values, vision, and corporate social responsibility: does it matter to organizational members. Vikalpa, 35, 10-35.
Kim, J. H., Hwang, H. J., & Song, I. A. (2014). Affecting customer loyalty by improving corporate image and customer value through corporate social responsibilities activities. East Asian Journal of Business Management, 12, 31-42.
Kim, S. H. (2009). Is salesperson’s service faked or authentic? Korea Journal of Marketing, 24, 1-33.
Kim, S. J., Park, E. B., & Khulan, T. (2012). An empirical study on shared vale created by CSR activities of Korean corporations. Logos Management Review, 10, 1-28.
Kim, Y, H. (2011). The effects of the corporate social responsibility (CSR) on customer loyalty and intention to pay the premium price: focusing on the moderating impact of CSR genuineness. Busan, Korea: Thesis for Doctorate in Dong-A University.
Kleef, J. A. G., & Roome, N. J. (2007). Developing capabilities and competence for sustainable business management as innovational a research agenda. Journal of Cleaner Production, 15, 38-51.
Kline, R. B. (2015). Principles and practice of structural equation modeling. Emeryville, CA: Guilford publications
Ko, Y. J., Rhee, Y. C., Kim, Y. K., & Kim, T. (2014). Perceived corporate social responsibility and donor behavior in college athletics: the mediating effects of trust and commitment. Sport Marketing Quarterly, 23, 73-85.
Kwak, D. H., & Kwon, Y. (2016). Can an organization’s philanthropic donations encourage consumers to give? The roles of gratitude and boundary conditions. Journal of Consumer Behavior, 15, 348-358.
Lewis, M. (2008). Self-conscious emotions: embarrassment, pride, shame, and guilt. Handbook of Emotions (3rd ed). New York, NY: Gilford Press.
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on consumer donations to corporate-supported nonprofits. Journal of Marketing, 68, 16-32.
Liljander, V., & Sirandvik, T. (1997). Emotions in service satisfaction. International Journal of Service Industry Management, 8, 148-169.
Madrigal, R. (2000). The role of corporate associations in new product evaluation. Association for Consumer Research, 27, 80-86.
Maslow, A. H. (1979). A dialogue with Abraham Maslow. Journal of Humanistic Psychology, 19, 23-28.
Moore, C. (2014). Corporate social responsibility and creating shared value: what’s the difference? Werville, CA: Heifer International Press.
Na, J. Y., Kim, H. K., Kim, H. J., Lee, Y. R., & Lee, J. M. (2014). Suggestions for future research in an era of creating shared value. Journal of Consumer Studies, 25, 141-162.
Onkila, T. (2015). Pride or embarrassment? Employee’s emotions and corporate social responsibility. Corporate Social Responsibility and Environmental Management, 22, 222-236.
Park, B. J., & Kim, D. H. (2013). CheilJedang’s co-prosperity programs based on creating shared value (CSV) perspective. Korea Business Review, 17, 73-99.
Porter, M. E. (1985). The Competitive Advantage: Creating and Sustaining Superior Performance. MA: Harvard Business School Press.
Porter, M. E., & Kramer, M. R. (2002). The competitive advantage of corporate philanthropy. Harvard Business Review, 80, 56-68.
Porter, M. E., & Kramer, M. R. (2006). Strategy and society: the link between competitive advantage and corporate social responsibility. Harvard Business Review, 84, 78-92.
Porter, M. E., & Kramer, M. R. (2011). The Big Idea: Creating Shared Value, Rethinking Capitalism. Harvard Business Review, January-February 1-17.
Prahalad, C. K. (2004). The fortune at the bottom of the pyramid: eradicating poverty with profits. New York, NY: Watson Business Publishing.
Robin, R. W., & Schriber, R. A. (2009). The self-conscious emotions: how are experienced, expressed, and assessed? Social and Personality Psychology Compass, 3, 887-898.
Rupp, D. E., Ganapathi, J., Aguilera, R. V., & Williams, C. (2006). Employee reactions to corporate social responsibility: an organizational justice framework. Journal of Organizational Behavior, 27, 537-543.
Russell, S., & Griffiths, A. (2008). The role of emotions indriving workplace pro-environmental behaviors. Research on Emotion in Organizations, 4, 83-107.
Salerno, A., Laran, J., & Janiszewski, C. (2015). Pride and regulatory behavior: the influence of appraisal information and self-regulatory goals. Journal of Consumer Research, 42, 499-513.
Sen, S., Du, S., & Bhattacharya, B. (2016). Corporate social responsibility: a consumer psychology perspective. Current Opinion in Psychology, 10, 70-75.
Shin, D. S. (2015). The Influence about Creating Shared Value (CSV) activity strategy on the Consumers’ Attitude: based on the Moderating effects of Authenticity. Seoul, Korea: Thesis for Master in Yonsei University.
Silk, J., & House, B. (2011). Evolutionary foundations of human prosocial sentiments. Proceeding of National Academy Sciences (pp.10910-10917). USA.
Small, D. A., & Cryder, C. (2016). Prosocial consumer behavior. Current Opinion in Psychology, 10, 107-111.
Smith, A. (1976). The theory of moral sentiments (6th Ed). Oxford, England: Clarendon Press.
Stanwick, K. G., Carrol, S. J., & Ashford, S. J. (1998). The determinants of corporate social performance: an empirical examination. American Business Review, 16, 86-93.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29, 406-418.
Thompson, B. (2004). Exploratory and confirmatory factor analysis: Understanding concepts and applications. Washington, DC: American Psychological Association.
Tracy, J. L., & Robins, R. W. (2004). Putting the self into self-conscious emotions: a theoretical model. Psychological Inquiry, 15, 103-125.
Tracy, J. L., & Robins, R. W. (2007). The psychological structure of pride: a tale of two facets. Journal of Personality and Social Psychology, 92, 506-525.
Wood, A. M., Maltby, J., Stewart, N., Linley, P. A., & Joseph, S. (2008). A social-cognitive model of trait and state levels of gratitude. Emotion, 8, 281-290.
Wubben, M. J. J., de Cremer, D., & van Dijk, E. (2012). Is pride a prosocial emotion? Interpersonal effects of authentic and hubristic pride. Cognition and Emotion, 26, 1084-1097.
Yang S. M., & Song, I. A. (2014). The effects of brand power on customer loyalty: A case of the Korean mobile communications market. The Korean Journal of the Information Society, 15, 57-91.
Yoo, M. J., & Heo, H. Y. (2015). A study on the perception of authenticity and legitimacy in the creating shared value: a comparative study with CSR performance. Korea Business Review, 28, 53-71.
Yu, S. G. (2014). The effects of creating shared value management on customer loyalty. Seoul, Korea: Thesis for Doctorate in Soongsil University.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수
