제품유형과 적합성이 유해기업의 사회적 책임 활동에 대한 소비자 반응에 미치는 영향 = Impacts of Product Type and Product-Cause Fit on Consumer Responses to CSR Activities of Harmful Industry

국문 초록 (Abstract)

본 연구는 유해한 제품을 생산하는 기업이 사회적 책임활동을 전개할 때, 기업의 사회적 책임활동이 소비자의 반응에 미치는 영향에 제품유형 (쾌락적 vs. 실용적)과, 그 기업의 제품과 사회적 이슈간의 적합성 (높은 적합성 vs. 낮은 적합성)이라는 두 변수가 어떤 효과를 갖는지 살펴보는 것을 그 주목적으로 하며 사회적 책임활동에 대한 소비자의 동기추론 양상과 진정성 인식, 그 결과로서의 기업평가를 소비자 반응의 종속변수로 포함하여 보다 포괄적 연구결과를 제시하였다. 이 연구는 학부생을 대상으로 한 2(제품유형: 쾌락적, 실용적 제품) x 2 (적합성: 높은 적합성, 낮은 적합성) 의 집단 간 비교의 실험을 바탕으로 이루어 졌다. 실험결과, 제품유형의 변수는 모든 소비자의 반응에서 지배적인 영향을 일관되게 보여 주었는데 유해한 제품을 생산하는 기업이 사회적 책임활동을 전개할 때, 제품유형에 따른 정당화 효과를 바탕으로 실용적인 제품의 경우가 쾌락적인 경우보다 더 긍정적인 소비자의 반응을 이끌어 내는 것으로 밝혀졌다. 두 번째로, 이 실험은 제품과 사회적 이슈간의 적합성이 가지는 명백한 조절효과를 보여 주었으나 주 효과는 확인되지 않았다. 한편, 이 연구는 소비자들이' 이분법적으로 기업의 동기를 추론하기 보다는 두 가지 동기를 함께 추론한다는 복합적인 동기추론과정과 함께, 제품유형이 기업평가에 미치는 영향을 진정성이 매개하는 것을 확인하였다.

다국어 초록 (Multilingual Abstract)

As competition has gotten fiercer and more hostile, corporate reputation is not an option to gain competitive advantage and CSR is getting its currency to build positive reputation or improve consumer's evaluation on the company, while meeting consumer demand and the pressures from multiple stakeholders. But firms do not seem to have clear understanding on how and which CSR marketing activities they need to put in the market to achieve desired reputation. Firms have adopted social causes for their CSR marketing but it is unlikely that consumers will simplistically accept theses social initiatives. Especially when a firm runs a business with socially harmful product that needs CSR marketing to restore corporate reputation, CSR activities without delicate approach would beget backfire along with consumers' skepticism. In light of this circumstance, this research builds on the growing body of CSR marketing literature through an experiment that manipulates 2 variables of product type (Hedonic vs. Utilitarian) and product-cause fit between the product and the social initiative of a company with a harmful product, investigating their impacts on the consumer responses to the CSR activities, such as motive inference, perceived sincerity and consequential company evaluation.
The result of this study, based on a 2(product type: hedonic vs. utilitarian) x 2 (product-cause fit: high vs. low) between subject group experiment with undergraduate students at Inha University, suggests that the variable of product type has domineering and consistent influence on consumer responses. On the ground of justification effect, a utilitarian product has more positive responses than a hedonic product in the consumer responses to the CSR activities of a company with a product of harmful attribute. Secondly, this experiment revealed clear moderating effect of product-cause fit while its main effect was not found. We also found that consumer's attribution were more complex than traditionally considered and lastly confirmed the mediating role of perceived sincerity in company evaluation influenced by product type.

목차 (Table of Contents)

• 국문초록
• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경과 선행연구
• Ⅲ. 가설수립
• Ⅳ. 연구방법
• Ⅴ. 실험결과
• Ⅵ. 연구 결과에 대한 논의
• Ⅶ. 결론
• 참고문헌

참고문헌 (Reference)

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