지각된 기업 정당성이 소비자 행동의도에 미치는 영향

심경환(Kyoung Hwan Shim),이호배(Ho Bae Lee) 한국마케팅학회 2014 마케팅연구 Vol.29 No.2

본 연구는 CSR과 기업성과의 관계에 초점을 맞춘 기존연구들과 달리 지각된 기업정당성과 기업성과의 관계에 초점을 맞추었다. 본 연구에서는 지각된 기업정당성을 실용적 기업 정당성과 도덕적 기업 정당성으로 구분하였는데, 이러한 기업 정당성이 지각된 효율적 제품가치 및 지각된 사회·윤리적 제품가치에 미치는 영향 및 행동의도에 미치는 영향 간의 구조적 관계를 알아보았다. 그리고 이들 간의 관계에서 지각된 기업정당성과 행동의도 간의 관계에 대한 지각된 제품가치의 매개적 역할을 알아보았다. 지각된 기업정당성은 CSR에 대한 역사적 이력에 의해 형성되므로 이를 측정하기 위해 응답자가 이미 알고 있는 유명기업을 선택했으며, 제품가치에 대한 평가의 용이성을 높이기 위해 응답자에게 친숙한 제품군으로 판단되는 노트북과 스낵 제품군을 선정하였다. 각 제품군 별로 약 160명의 응답자를 대상으로 자료를 수집하였으며 유효설문 291부를 이용해서 분석하였다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 소비자들에 의해서 지각된 실용적 기업정당성과 지각된 도덕적 기업정당성은 각각 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치에 正(+)의 영향을 미치는 것으로 나타났다둘째, 소비자들에 의해서 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치는 행동의도에 正(+)의 영향을 미치는 것으로 나타났다. 끝으로, 지각된 기업정당성과 행동의도의 관계에 대한 지각된 제품가치의 매개효과를 확인해 본 결과에 의하면, 지각된 기업정당성(실용적 기업정당성과 지각된 도덕적 기업정당성)은 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치의 매개를 통해서만 행동의도에 영향을 미치는 것으로 나타났다. The many previous researches have been made actively on the assumption that CSR could have direct or indirect impact on firm`s evaluation, image , or sales volume. This study focused on the relationship between the perceived corporate legitimacy and the corporate performance unlike previous researches. The perceived corporate legitimacy is the results of CSR activities for a long time. In this study, the perceived corporate legitimacy was categorized into the perceived practical legitimacy and the perceived ethical legitimacy. Consumer` product value was categorized into the perceived efficient product value and the social/ethical product value. The conceptual framework of this study was expressed with the structural equation model which was consisted with the perceived corporate legitimacy(exogenous construct) and the perceived product value and the behavioral intention(endogenous constructs). Then this study examined the mediating role of perceived product value between perceived corporate legitimacy and behavioral intention. For data collection, the famous big companies were selected as research object. Because the perceived corporate legitimacy is formed by the historical record of CSR, we considered the well-known companies that respondents already have known. And for the research product items, we chose laptop and snack for ease of respondent` evaluation of product value. For each group, data was collected from about 160 respondents and finally the 291 valid questionnaires were analyzed by SPSS 20.0 and AMOS 20.0. The results of this study were as follows;First, the legitimacy-product value hypothesis were accepted that the perceived practical corporate legitimacy and the perceived ethnic corporate legitimacy have positive effect on the perceived efficient product value and the perceived social and ethnic product value. Second, the product value- behavioral intention hypothesis also were accepted that perceived efficient product value and perceived social/ ethnic product value have positive effect on behavioral intention. Finally, the perceived practical corporate legitimacy and the perceived ethical corporate legitimacy have the effects on behavioral intention only through mediating roles of perceived efficient product value and perceived social/ethnic product value.

The effect of perceived value and risk on purchasing intention of up-cycling fashion product - Moderating role of ethical consumption attitude -

Ha Youn Kim,Jongsun Kim 복식문화학회 2018 服飾文化硏究 Vol.26 No.6

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

외식기업의 사회적 책임활동 구성요인이 관련된 지각된 가치 구성요인과 전환비용에 미치는 영향

하동현(Ha Dong hyun) 대한관광경영학회 2018 觀光硏究 Vol.33 No.6

본 연구는 외식기업 이용 고객을 대상으로 지각된 경제적 CSR 활동과 소비자보호 CSR활동 각각이 지각된 경제적 가치에, 법ㆍ윤리적 CSR 활동과 환경적 CSR 활동이 지각된 감정적 가치에, 자선적 CSR 활동이 지각된 사회적 가치에 미치는 영향과, 이러한 경제적 가치, 감정적 가치와 사회적 가치 각각이 전환비용에 미치는 영향을 파악하고자 하였다. 위 연구목적을 달성하기 위해 서울에서 외식기업을 이용하고 있던 고객들을 대상으로 설문지를 배포하였으며, 최종적으로 230 명을 유효 표본으로 자료를 분석하였다. SPSS 20.0과 AMOS 20.0 통계 프로그램을 이용하여 분석한 결과는 다음과 같다. 첫째, 지각된 경제적 CSR 활동과 소비자보호 CSR 활동 각각이 지각된 경제적 가치에, 법ㆍ윤리적 CSR 활동과 환경적 CSR 활동이 지각된 감정적 가치에, 자선적 CSR 활동이 지각된 사회적 가치에 유의한 정(+)의 영향을 미친 것으로 나타났다. 둘째, 지각된 사회적 가치는 전환비용에 유의한 정(+)의 영향을 미쳤다. 이러한 연구 결과를 바탕으로 학문적 및 실무적 시사점을 제시하였다. This study examined whether firstly, perceived corporate social responsibility(CSR) dimensions influenced related perceived values, and secondly, whether perceived economic value, perceived emotional value and perceived social value influenced perceived switching cost. Based on the theoretical predictions, empirical test was conducted. Data were acquired from 230 customers who visited restaurants or coffee shops. The data were analyzed with structural equation modeling(SEM) using SPSS/PC+ 20.0 and AMOS 20.0 The results of this study showed that firstly, not only perceived economic CSR activities and consumer- protection CSR activities influenced perceived economic value, but also perceived legalㆍethical CSR activities and environmental CSR activities influenced perceived emotional value, and additionally, perceived philanthropic CSR activities influenced perceived social value. Also this study showed that perceived social value influenced perceived switching cost. Based on the results of this study, theoretical and practical implications were discussed.

업사이클링 패션 제품에 대한 지각차원이 구매의도에 미치는 영향: 윤리적 소비태도의 조절효과

김하연,김종선 복식문화학회 2018 服飾文化硏究 Vol.26 No.6

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

소비자의 윤리적 소비행동과 관련요인 분석

허은정 ( Eunjeong Huh ),김우성 ( Woo Sung Kim ) 한국소비자학회 2012 소비자학연구 Vol.23 No.4

최근 우리나라에서도 윤리적 소비에 대한 사회적 관심이 고조되고 소비자들의 윤리적 소비행동이 증가하면서 윤 리적 소비행동에 대한 실증연구가 필요하게 되었다. 본 연구의 목적은 소비자들의 윤리적 소비행동 수준을 파악하고 인구사회학적 특성에 따른 윤리적 소비행동의 차이를 분석하며, 윤리적 소비행동에 영향을 미치는 변수를 규명하는 것이다. 이를 위해 2011년 11월 온라인 리서치 업체를 통해 전국에 거주하는 성인 소비자 1,000명을 대상으로 질문지조사를 실시하여 자료를 수집하였다. 주요한 연구결과는 다음과 같다. 첫째, 요인분석 결과 소비자의 윤리적 소비행동의 하위영역은 7가지-공동체운동, 절제와 간소, 공정무역, 불매운동, 적극적 구매, 상거래 윤리, 로컬소비-로 분류되었다. 7점을 기준으로 했을 때, 소비자들의 윤리적 소비행동 전체 평균은 4.44점으로 중간수준으로 실천하는 것으로 나타났다. 하위영역 중에서 상거래 윤리(5.24점)와 절제와 간소(5.05점)는 비교적 잘 실천하고 있지만 공동체운동(3.10점)은 중간이하 수준으로 행동하고 있었다. 둘째, 인구사회학적 변수에 따른 윤리적 소비행동의 차이를 분석한 결과 전체 윤리적 소비행동의 경우 미혼보다는 기혼집단이, 연령이 20대에 비해 50대 이상이, 교육수준이 고졸에 비해 대졸이상인 집단이 윤리적 소비행동을잘 실천하고 있었다. 윤리적 소비행동의 하위영역의 경우 인구사회학적 변수에 따른 차이는 각각 상이하였다. 셋째, 소비자가치, 심리사회적 특성변수, 인구사회학적 변수가 전체 윤리적 소비행동에 미치는 영향력을 분석한 결과, 물질주의 성향이 낮을수록, 이타주의 성향이 높을수록, 자신의 행동이 사회에 영향을 준다고 생각할수록(효과성 지각), 윤리적 이슈가 자신의 정체성에 중요하다고 생각할수록(윤리적 정체성), 교육수준이 고졸집단에 비해 전문대졸 집단이 윤리적 소비행동을 잘 실천하는 것으로 분석되었다. 7개의 하위영역에 대해 유의한 영향을 미치는 설명변수는 상이하였지만 전반적으로 심리사회적 특성변수가 소비자 가치와 인구사회학적 변수보다 상대적으로 소비자의 윤리적 소비행동에 중요한 영향을 미치고 있었으며, 특별히 효과성 지각과 이타주의가 중요한 변수로 나타났다. Recently, there are enhanced social interest in ethical consumption and increase in consumers` ethical consumption behavior, both in Korea and in the world. Consumption is one of activities belonging to post-purchase process which is the last stage in 5-stage consumer buying decisionmaking consisting of problem recognition, information search, alternative evaluation, purchase, and post-purchase process. Ethical consumption is used broadly to include selection, purchase, and disposition as well as consumption of products or brands. Ethical consumption behavior is defined as selection, purchase, consumption, and disposition activities to perform his or her social responsibility according to a consumer`s personal and moral beliefs. In spite of increased interest and activities in ethical consumption, there have been very limited studies on ethical consumption. Because many studies to find and explain characteristics of ethical consumers have been basically qualitative studies, there is strong need for empirical studies dealing with ethical consumption behavior. The purpose of this study is 1) to examine consumers` levels of ethical consumption behavior and subcategories of total ethical consumption behavior, 2) to analyze the differences in ethical consumption behavior, based on socio-demographic variables, and 3) to find variables affecting ethical consumption behavior, among ethical value variables, psychosocial variables, and sociodemographic variables. Independent variables include an ethical value category, a psychosocial category, and a socio-demographic category. The ethical value category consists of universalism, benevolence, and self-direction. The psychosocial category includes materialism, altruism, perceived effectiveness, and self-identity. The socio-demographic category includes age, gender, marital status, education level, occupation, and so on. For the study, data collection was conducted by an outside research company and data were collected through internet survey questionnaires filled out by the sample of 1,000 adult consumers. The important results of this study are as follows. First, factor analysis extracted seven subcategories of ethical consumption behavior from items measuring ethical consumption behavior. The seven subcategories of ethical consumption behavior are community activity, moderation &simplicity, fair trade, boycott activity, positive buying, ethics in business transaction, and local consumption. The mean score of consumers` total ethical consumption behavior was 4.44 on a 7-point scale, which meant that respondents performed ethical consumption behavior at a little over the middle level. In comparison among subcategories, respondents gave the highest score(5.24) to ethics in business transaction and the second highest score(5.05) to moderation & simplicity. Respondents gave the lowest score(3.10) to community activity. Second, in terms of the socio-demographic category, there were significant effects of marital status, age, and education level on total ethical consumption behavior. Specifically, married people, people in 50s compared to those in 20s at age groups, and people who at least graduated from a college in comparison with people who only graduated from a high school showed higher levels of total ethical consumption behavior. In the subcategories of total ethical consumption behavior, the effects of socio-demographic variables were different. For example, while there were significant effects of marital status, age, education level, and occupation on community activity, there was significant effect of only age on fair trade. Third, in terms of an ethical value category, a psychosocial category, and a socio-demographic category, the results of regression analysis showed that all of the psychosocial variables (materialism, altruism, perceived effectiveness, and self-identity) and an education level significantly influenced total ethical consumption behavior. Especially, altruism, perceived effectiveness, self-identity, and people who graduated from a 2-year college in comparison with people who only graduated from a high school had positive effect on total ethical consumption behavior, but materialism had negative effect on total ethical consumption behavior. Fourth, in terms of the 7 subcategories of total ethical consumption behavior, significant variables were different. The psychosocial variables were generally more important than ethical value variables and socio-demographic variables. Ethical value variables had significant effects only on community activity, moderation & simplicity, and ethics in business transaction. The effects of a socio-demographic category were relatively small. Household mean income had significant effects on boycott activity, positive buying, ethics in business transaction, and local consumption. An education level had significant effects on moderation & simplicity, local consumption, and total ethical consumption behavior. Finally, investigation based on standardized regression coefficients indicated that the psychosocial variables were more important for ethical consumption behavior than ethical value variables and socio-demographic variables and that perceived effectiveness and altruism were the most important two variables. This study has significance in that this study was an empirical study on ethical consumption behavior using internet survey with 1,000 respondents residing in all area of South Korea. The seven subcategories of total ethical consumption behavior constructed from major previous studies and then extracted by factor analysis will be especially useful as an instrument to measure ethical consumption behavior in future related studies. The results of this study suggest many important things related to ethical consumption behavior to policy makers and practitioners dealing with consumer affairs and marketers. This study found and verified three major categories affecting ethical consumption behavior, 1) an ethical value category, 2) a psychosocial category, and 3) a socio-demographic category. Though the effects were different depending on total and each of the seven subcategories of ethical consumption behavior, generally ethical value variables and psychosocial variables were more important for ethical consumption behavior than socio-demographic variables, and psychosocial variables in general had highest effects on ethical consumption behavior especially in terms of contribution to ethical consumption behavior. This suggests that consumer education can be useful in the area of less materialism (humanism), altruism, perceived effectiveness, and self-identity to spread and enhance ethical consumption behavior and that to sell ethical products and brands, marketers should more focus on market segments appreciating less materialism, altruism, perceived effectiveness, and self-identity.

간호사의 윤리적의사결정 자신감 영향요인에 대한 융합적연구

임미혜 한국융합학회 2017 한국융합학회논문지 Vol.8 No.6

본 연구의 목적은 간호사들의 윤리적의사결정 자신감, 인성, 간호전문직관 및 도덕적 민감성 정도를 분석하고, 윤리적의사결정 자신감에 영향을 미치는 요인을 융합적으로 파악하는 것이다. 연구대상은 D, S시 소재 종합병원에 근무하는 간호사 174명으로, 연구 자료는 기술통계, t-test, ANOVA, Pearson's correlation and Multiple regression을 이용하여 분석하였다. 연구결과, 간호사들의 윤리적의사결정 자신감 정도는 중간정도이었으며, 인성, 간호전문직관, 도덕적 민감성과 유의한 양의 상관관계를 보였다. 윤리적의사결정 자신감에 영향을 주는 요인은 인성(β=.350, p<.001), 간호전문직관(β=.172, p<.001), 도덕적 민감성(β=.134, p<.001)임을 확인하였고, 이들의 설명력은 25%이었다. 따라서 간호사의 윤리적의사결정 자신감 향상을 위해서 임상현장에서 인성, 간호전문직관 및 도덕적 민감성 향상을 위한 교육프로그램 개발이 필요하다. The purpose of this converged study was to investigate the level of perceived ethical confidence, character, nursing professional value and moral sensitivity as well as to identify the factors influencing the perceived ethical confidence in nurses. The study evaluated on 174 nurses working in general hospital in D and S Province. The data were analyzed using descriptive statistics, t-test, ANOVA, Pearson's correlation, Multiple regression. As a result, the level of perceived ethical confidence was moderate score. There were positive correlations between perceived ethical confidence and character and nursing professional value and moral sensitivity. The significant factors influencing the perceived ethical confidence were character, nursing professional value, moral sensitivity, which explained 25% of variance in perceived ethical confidence. Based on these findings, education programs that develop character and nursing professional value and moral sensitivity are necessary for nurses to promote perceived ethical confidence.

기업의 사회적 책임 활동이 구매의도에 미치는 영향 : 지각된 소비가치의 매개효과와 윤리적 소비성향의 조절효과를 중심으로

이호배,심경환,이철성 韓國商品學會 2014 商品學硏究 Vol.32 No.2

Purpose: This study aimed to examine how CSR activity would influence the purchasing intention. In particular, it focused on the mediating role of the perceived social and ethical consumption value as well as the moderating role of ethical consumption tendency between CSR activity and purchasing intention. Design/methodology/approach: We adopted a survey method, and studied the CSR activity of Lotte Confectionary Co. Ltd. Results/findings: The Result provides evidence supporting our hypotheses. The more favorable the consumer could perceive CSR activity, the more he(she) would intend to purchase the product of the company. There was a direct effect between the perceived CSR and the purchasing intention as well as the indirect effect by mediating the role of the perceived social and ethical value toward a product. When the ethical consumption tendency was higher, the perceived CSR could more influence the purchasing intention. Research implications/limitations: We showed that perceived CSR could influence consumer's purchasing intention, and explained the reason. but we adopted the existing corporate( Lotte Confectionary), so we could not controled exogenous variable. Furthermore we collected the data from undergraduate students, so we had representativeness bias. Future work/research: Further study to figure out type of perceived CSR whether could influence consumer's behavior Originality/value: We used the perceived consumption value concept in CSR activity studies for the first time and a relationship between perceived CSR and consumer's purchasing intention. 연구목적: 연구는 기업이 CSR활동을 하게 되면 어떠한 과정을 통해서 소비자의 구매의도에 영향을 미치는 가를 알아보려고 한다. 그러나 CSR활동은 주로 기업-사회의 관계에 관련된 개념이기 때문에 이를 건너뛰어서 기업-소비자 관계에 직접 초점을 맞추는 것은 무리가 있다. 따라서 CSR활동과 기업-소비자의 관계를 설명하기 위해서 필요한 매개적 개념으로 소비자의 제품 소비 가치에 대한 지각을 도입하였다. 또한 CSR활동은 소비자들의 윤리성향의 정도에 따라서 구매의도도 달라질 것이라는 것을 확인해보려고 한다. 연구 설계 및 방법론: 수도권 4년제 대학에 재학중인 학생들을 대상으로 설문조사를 실시하였으며, 응답자들에게 롯데제과에 대한 CSR정보를 연상하도록 한 후 140명의 설문서를 수집했다. 구체적으로 응답자들에게 롯데제과에 대한 CSR관련 언론보도자료를 떠올리도록 요구하였다. 응답 대상자를 대학생으로 한정한 이유는 20-30대의 스낵제품 소비비중이 높은 편이며 설문 수집의 용이성과 스낵 소비자로서 지표본의 대표성을 확보할 수 있다고 판단해서 대학생으로 한정하였다. 분석 및 연구 결과: 연구 결과, 소비자들이 지각하는 CSR활동이 호의적이게 되면 그 기업의 제품을 구매할 의도가 높아지며, 이러한 관계는 기업의 제품에 대한 사회 윤리적 제품 소비 가치에 의해 매개됨을 밝혔다. 더불어 소비자의 개인성향인 윤리적 소비성향이 이러한 관계를 조절하는 것으로 나타났다. 시사점 및 연구의 한계점: 기업이 CSR활동을 하게 되면 어떠한 과정을 통해서 소비자의 구매의도에 영향을 미치는 가를 알아보았다. 이러한 과정에서 응답자에게 기업에 대한 인지도나 사전지식을 요하는 이유로 일반 소비자들에게 널리 알려진 기업을 연구대상으로 삼았으며 이로 인하여 연구대상 기업에 대한 대표성(representativeness)의 문제를 갖고 있다. 따라서 향후 연구에서는 다양한 기업의 CSR 활동을 연구함으로써 이러한 문제를 극복해야 할 것이다. 향후 연구방향: 향후 연구에서는 기업에 대해 사전에 형성된 태도나 이미지를 함께 측정한다면 보다 엄격한 연구결과를 도출할 수 있을 것이다. 공헌점: 본 연구는 소비자들이 실제로 지각하는 CSR 측면을 살펴보았다는 측면에서 학문적 기여를 했다고 볼 수 있다.

Effects of Korean and US consumers’ ethical consumption values on ethical dining-out behavior : The mediating role of perceived restaurant ethical performance

Stephany Hwang,Jiyoung Yoon 한국관광연구학회 2020 관광연구저널 Vol.34 No.10

서비스 종업원과 물리적 환경간의 상호작용이 고객시민행동에 미치는 영향: 고객가치의 매개역할을 중심으로

박참다운,유재원 한국기업경영학회 2017 기업경영연구 Vol.24 No.2

A customer citizenship behavior is a spontaneous act by customers that provides various benefits to a business. A customer who is satisfied with a service or product willingly volunteers to act in a way that benefits a business without expecting anything in return; such act includes promotion to neighbors, volunteerly helping other customers, and active involvement in the improving the product by giving opinions. These behaviors result in detention of customer, securement of loyal customers and quality improvement and benefit in short-term and long-term. Therefore a company should put best effort on increasing customers who are willing to carry out customer citizenship behavior. This research focused on the preceding conditions of customer citizenship behavior by studying how service employee's ethical sales behavior, expertise and service performance effects the value of service delivered to a customer and if that leads to customer citizenship behavior. Also how the physical environment of the place of service provided effects the ethical sales behavior, expertise and service performance is studied. The data for the study were collected from a cross-sectional sample of two of the leading banks located in South Korea. These commercial banks participated in the survey and gave the researchers access to their branches. The data collectors visited the banks and personally distributed the questionnaire to the customers along with a cover letter. The cover letter explains the purpose of the study, requests the respondents’ participation, and guarantees the full confidentiality of the individual responses. A total of 380 completed questionnaires were received within nine days of distribution. The customer sample is 68.9 % male, with an average age of 34.7 years and an average relational duration with the current bank of less than 23 months, and 52.4 % of the sample held a university degree. The measurement properties and hypotheses were evaluated with LISREL 8.53 using multistep structural-equation modeling. A two-stage data analysis was performed to assess the measurement quality of the constructs and to test the proposed model and the hypotheses. In the first stage, the CFA was performed to assess the measurement model. In the second stage, conditional-process modeling (Hayes & Matthes, 2009) was fitted to test the moderated-mediation hypotheses; in this stage, the moderating effect of the service employee authenticity and the mediating effect of the relational benefits (confidence, social, and special treatment benefit) on the customers’ perceived value are tested with bootstrapping methods. As a result, the customers feel they are more valued when the service employees are ethical in sales behavior, excels in service performance and prepared with expertise. Based on high satisfaction in service, the customers spontaneously deliver customer citizenship behavior. Also the physical environment of the service place has positive effects on measuring service employee's expertise and performance while research proceeded. Based on the results of this research, anticipate the limits of this topic and draw theoretical business implications. 고객시민행동은 기업에 다양한 혜택을 가져다주는 고객의 자발적인 행동으로 기업의 서비스나 제품에 만족 한 고객이 자발적으로 기업에 도움이 되는 역할 외 행동을 수행한다는 점에서 최근 기업에서도 많은 주목을 하 고 있는 연구 분야이다. 본 연구에서는 고객시민행동의 영향요인으로 서비스 접점에서 서비스를 판매/전달하는 직원의 특성(윤리적 판매 행동, 전문성, 서비스 수행성과)이 고객이 느끼는 서비스 가치에 어떤 영향을 미치며, 이로 인해 고객시민행동이 고취될 것인가를 실증적으로 검증하였다. 특히 서비스 제공자의 특성이 고객의 서 비스 가치인식에 미치는 직접적인 효과뿐만 아니라 서비스의 물리적 환경과의 상호작용 효과 또한 검증하였다. 은행고객을 대상으로 수거된 380부의 설문지를 분석한 결과, 서비스 직원이 윤리적 판매 행동을 하거나, 전문 성을 갖추었을 때, 높은 서비스 수행성과를 보일 때 고객의 서비스 가치는 증가하는 것으로 나타났으며, 이는 고객시민행동에 긍정적인 영향을 미치는 것으로 밝혀졌다. 또한 서비스의 물리적 환경 또한 서비스 직원의 전 문성과 서비스 수행성과가 서비스 고객의 가치에 미치는 긍정적인 효과를 더욱 강화하는 것으로 나타났다.

소비가치에 기반한 공유경제 서비스의 이용의도에 관한 연구

손조기(Sun, ZhaoQi),윤성준(Yoon, SungJoon) 한국상품학회 2020 商品學硏究 Vol.38 No.2

최근 급속한 정보통신기술 발전에 의한 인터넷과 스마트 기기에 의해 소비자들의 생활방식이 바꾸고 있으며, 특히 스마트폰 모바일 서비스가 보편화 되어 소비자들 간의 전자정보 탐색과 전달은 속도가 빨라지고 있다. 본 연구의 주요목적은 인터넷 비즈니스에 기반한 공유경제 서비스의 이용의도를 유발하는 요인들을 탐색적으로 규명하는데 있다. 본 연구는 이러한 연구 필요성에 착안하여 신뢰의 결정요인으로 사회적 소비가치 요인과 윤리적 소비가치요인 두 요인을 중심으로 접근하였다. 2019년 09월 조사를 실시한 결과 총 246개의 유효표본이 채택되었다. 본 연구의 결과는 다음과 같다. 첫째, 사회적 소비가치 요인 및 윤리적 소비가치 요인은 공유경제 서비스에 대한 신뢰 요인에 모두 유의한 영향을 미쳤다. 둘째, 신뢰 요인은 공유경제 서비스에 대한 이용의도에 유의한 영향을 미쳤다. 마지막으로 소비자의 지각된 위험에 따라 예측변수들이 이용의도에 미치는 영향이 달라지는 지를 검증한 결과, 지각된 위험은 신뢰와 이용의도간의 관계에서 유의한 조절효과를 보였다. 본 연구의 결과는 향후 공유경제 서비스를 연구하고 활용하는데 유용한 자료를 제공할 것으로 기대한다. Recently, consumers lifestyle are undergoing rapid changes due to the advances in information and communications technologies, in particular, the searching and proloferation of electronic information among consumers are accelerating as smartphone mobile services are used widely. The major objective of the present study is to find out about the factors affecting customers’ intention to use sharing economy services. In view of such research objective, we adopted social consumption value and ethical consumption value as determinants of consumers’ trust towards sharing economy services, which was conceived to influence inatention to use the services. The survey was conducted in September 2019 and data from 246 respondents were analyzed. The study result is as follows. First, social consumption value and ethical consumption value all had significant effects on trust with regard to sharing economy services. Second, trust value had a significant impact on intention with regards to sharing economy services. Finally, the study examined whether perceived risk moderates the relationship between the predictors and use intention. The result showed that the perceived risk moderates the relationship between trust and use intention. The results of this study are expected to provide useful information for future research on sharing economy services.