사회적 가치 추구에 대한 소비자 귀인이 구매행동에 미치는 영향
- Title
- 사회적 가치 추구에 대한 소비자 귀인이 구매행동에 미치는 영향
- Other Titles
- The effect of consumers’ attributions for the social values-seeking on consumers' purchase behavior
- Author
- 서민정
- Keywords
- 사회적 기업; 사회적 가치; 귀인; 진정성; 프리미엄 가격; social enterprise; social value; attribution; authenticity; premium price
- Issue Date
- 2020-06
- Publisher
- 한국의상디자인학회
- Citation
- 한국의상디자인학회지, v. 22, no. 2, page. 61-70
- Abstract
- This study aims to explore whether the consumers’ perceptions of fashion social enterprises’ motives for seeking social value affects the consumers’ purchase behavior. Specifically, the relationships among the egoistic and strategic driven attribution (ESDA), value-driven attribution (VDA), positive authenticity (PA), negative authenticity (NA), anticipated satisfaction (ANS), and willingness to pay a premium price (WPP) were examined. 151 respondents participated in an online survey. The collected data was analyzed using path analysis. The results revealed that PA, which was positively affected by VDA, was negatively affected by ESDA. However, NA, which was positively affected by ESDA, was negatively affected by VDA. In addition, ANS affecting WPP was influenced by both VDA and PA. In conclusion, this study clearly shows that prioritizing the inherent purposes of social enterprises can lead to more consumers buying products, even though social enterprises set fashion products at higher prices.
- URI
- https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002601207https://repository.hanyang.ac.kr/handle/20.500.11754/167231
- ISSN
- 1229-7240
- DOI
- 10.30751/kfcda.2020.22.2.61
- Appears in Collections:
- RESEARCH INSTITUTE[S](부설연구소) > KOREAN LIVING SCIENCE RESEARCH INSTITUTE(한국생활과학연구소) > Articles
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