.png){kind=logo}
ISSN : 1229-8778
One of the common things found in recent studies about social enterprises is their focus on social value in social enterprises. However, in recent studies of social enterprises from a marketing perspective, there have been some mixed reports about the impact of social values on attitudes and behaviors related to purchases. This study holds the view that this difference is caused by the dependence of sub-social values on social enterprises, and their mediating effect on social value congruence. Therefore, the purposes of this study are, first, to identify the relationship between consumers’ perceived social value perceptions about social enterprises and consumers’ obtained social values; second, is to understand whether this social value congruence affect positive attitudes toward social enterprises and purchase intentions; lastly to provide managerial implications to social enterprises. Based on previous studies, the authors divided the social values of social enterprises into four types: (1) environment-friendly; (2) local community-oriented; (3) employees' welfare; and (4) social responsibility. Through the literature review, the authors developed a research model and hypotheses, which test a dynamic relationship showing each sub-value of the social enterprises’ values affect the positive attitudes toward social enterprises and the purchase intention mediating by the value congruence. According to the analysis results of this study, social perceptions for three of the sub-constructs- ‘environment-friendly’, ‘employees’ ‘welfare’, and ‘social responsibility’-positively affected the value congruence, whereas ‘local community oriented’ did not. The value congruence affected positive attitudes toward social enterprises, and, subsequently, purchase intentions. The value congruence also indirectly affected purchase intentions through its effect on positive attitudes. That is, the mediating effect of social value congruence on purchase intention has been confirmed. Finally, the research results are discussed in comparison with previous studies. Based on these results, some managerial implications and directions for future studies are suggested in this study.
권미화, 이기춘 (1998). 청소년 소비자의 소비가치와 관련 요인. 대한가정학회지, 36(8), 143-144.
김용호, 송경수 (2009). 사회적 기업의 행․재정지원제도 보완을 위한 전략적 마케팅. 사회적 기업 연구, 2(1), 5-35.
김병철, 김찬석, 이철한 (2009). 기업의 사회적 책임성 정도에 대한 인식이 기업에 대한 호의도 및 해당기업 제품 구매시 비용지불 의사에 미치는 영향: 대학생을 중심으로. 광고학연구, 20(2), 37-55.
김수현, 최은정 (2012). 소비자 기업 참여 성향이 사회적 기업의 품질-가치 관계와 만족도에 미치는 영향에 관한 연구. 서비스마케팅학회 추계학술대회 발표 논문집, 155- 157.
박종철, 류강석 (2012). 기업 능력 및 사회적 책임 연상이 고객 태도에 미치는 영향: 신용 및 호의성 신뢰의 매개역할. 마케팅 연구, 27(March), 1-25.
사회적기업연구원 (2009). 사회적 기업에 대한 일반인 대상 인식조사. 사회적기업연구, 129-138.
신재욱, 신민철 (2011). 자아성향과 친환경심리 및 녹색소비자행동간의 관계에 대한 연구. 한국심리학회지: 소비자․광고, 12(2), 427 -453.
심진보 (2006). 온라인상에서의 가치적합성, 관계품질, 관계성과에 대한 연구. 충남대학교 대학원 박사학위 청구논문.
이승현 (2010). 사회적 기업에 대한 소비자의 자아 이미지 일치성, 기능적일치성, 가치일치성이고객만족과애호도에미치는영향: 공익관여도의 조절적 역할을 중심으로. 이화여자대학교 석사학위 청구논문.
이형재, 류선호 (2012). 사회적 가치가 사회적 기업에 대한 태도와 구매의도에 미치는 영향: 동일시의 효과. 고객만족경영연구, 14(1), 197-216.
최은정, 김수현 (2012). 사회적 기업의 기업 연상과 제품 연상이 구매 의향에 미치는 영향에 대한 연구: 자아, 기능적, 가치 일치성의 조절적 역할을 중심으로. 마케팅학회 춘계학술대회 발표 논문집, 109-115.
최은정, 김수현, 최라이 (2012). 사회적 기업과 사회적 기업 제품의 소비자 연상에 대한 탐색적 연구. 마케팅학회 추계학술대회 발표 논문집, 109-115.
Allan, B. (2005). 소비자 관점에서 본 사회적 기업. 사회적 기업 저널, 1(1), 58-81
Ang, S. H., Leong, S. M., & Teo, G. P. (2000). The Effects of Personal Value Similarity on Business Negotiations. Industrial Marketing Management, 29(5), 397-410.
Brady, M. K., & Cronin. J. J. Jr. (2001). Some New thoughts on Conceptualizing Perceived Service Quality: a Hierarchical approach. Journal of Marketing, 65(July), 34-49.
Bentler, P. M. (1990). Comparative Fit Indices in Structural Models. Psychological Bulletin, 107, 238-246.
Brown, T. J., & Dacin, P. A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing. 61(January), 68-84.
Browne, M. W., & Cudeck. R. (1993). Alternative Ways of Assessing Model Fit, Testing Structural Equation Models. NewburyPark, CA: Sage, In K. A. Bollend & J. S. Long(Eds.).
Cazier, J. A. (2004). The Relationship among Value Congruence, Trust and Behavioral Intentions in E-Business. Arizona State University.
Choi, E. J., & Choi, L. (2012). Why Do People Purchase Social Enterprises’ Product?: Proposing the Re-purchase Model for Social Enterprise. 2012 Korea Marketing Conference, Korean Marketing Association, Seoul, Korea. 254-257.
Department of Trade and Industry UK. (2002). Social Enterprises: A Strategy for Success, Social Enterprises Development Agency.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50.
Fornell, C. R., Tellis, G. L., & Zinkhan, G. M. (1982). Validity Assessment: A Structural Equation Approach Using Partial Least Squares. In AMA Educators' Proceedings, Chicago: American Marketing Association, 405-409.
Hair, J. F. Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis(6thed.), Prentice-Hall: Upper Saddle River, NJ.
Hu, L., & Bentler, P. M. (1998). Fit Indices in Covariance Structure Modeling: Sensitivity to Under parameterized Model Misspecification. Psychological Methods, 3, 424-453.
Morgan, Morgan, R. M. & Hunt. S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
Nancy, S., & Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues Research in Advertising, 6(2), 53-66.
Netmeyer, R. G., Boles, J. S., & Do., M. R. (1997). An Investigation into the Antecedents of Organizational Citizenship Behaviors in a Personal Selling Context. Journal of Marketing, 61(3), 85-98.
Nunnally, J. C. (1967). Psychometric Theory, New-York: MacGraw-Hill.
Sen, S., & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Sirgy, M. J., & Johar, J. S. (1985). Self-Congruity Models versus Multi-Attribute Attitude Models; When to Use Which Positioning Model. AMA Educators, California Proceedings.
Sweeny, J. C., & Soutar, G. N. (2001). Consumer-perceived value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220.
Zeithmal, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence. Journal of marketing, 52(July), 2-22.
Zhang, J., & Bloemer, J. M. (2008). The Impact of Value Congruence on Consumer-Service Brand Relationships. Journal of Service Research, 11(2), 161-178.