The Influence of Super-Centers' Social Responsibility Activities and Authenticity As Exerted On Consumer Attitude and Purchase Intention

• 발행기관: 한국유통과학회
• 저자명: Hee Young Cho Yoon Hwang Ju Hoe Chang Yang
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2014 International Conference on Business and Economics (ICBE 2014), 197~202쪽, 전체 6쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.07.31

영문 초록

In this study, the corporate social responsibility activities as perceived by super-center visiting consumers as well as the influence of the authenticity given by such social responsibility activities upon trust has been examined while attempting to verify how trust would influence consumers' attitude and purchase intention. In particular, it is attempted to find out ways to cooperate for achieving a win-win situation between society and enterprises by carrying out, on the part of enterprises, social responsibility activities with authenticity rather than by carrying out such activities merely for seeking profits. According to study findings, among corporate social responsibility activities, legal responsibility in particular has turned out to influence consumers rather greatly, thus law observance has turned out to be of the most preferential necessity rather than economic responsibility or ethical responsibility, and as for trust likewise, trust in product has turned out to exert more influence on consumers than trust in enterprise. Therefore, thorough observance of the basics in corporate social responsibility activities is judged to be more affirmative to consumers influencing them highly rather than making artificial activities for showing to consumers, where observance of such basics is judged to be the most useful social responsibility activities. Consequently, corporate social responsibility activities can be said to mean that complete fulfillment of the natural and proper corporate responsibility will secure consumer trust, thus influencing consumer attitude and purchase intention rather positively.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Establishment of Hypotheses and Study

Ⅲ. Empirical Analysis

Ⅴ. Discussion and Conclusion

Reference

키워드

CSR CSR authenticity trust consumer attitude purchase intentions