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패션 사회적 기업의 사회적 가치 창출관련 퍼블리시티가 소비자 구매에 미치는 영향

Title
패션 사회적 기업의 사회적 가치 창출관련 퍼블리시티가 소비자 구매에 미치는 영향
Other Titles
The effects of publicity regarding socially valuable creations in fashion social enterprises on consumer purchases
Author
서민정
Keywords
사회적 기업; 사회적 가치 창출; 퍼블리시티; 구매의도; social enterprise; socially valuable creation; publicity; purchase intention
Issue Date
2019-09
Publisher
한국의상디자인학회
Citation
한국의상디자인학회지, v. 21, no. 3, page. 25-35
Abstract
The purpose of this study was to identify the relationships among credibility toward publicity (CP), the attitude toward publicity (AP), enterprise images, ethical obligations, and purchase intention, and then to demonstrate the differences in the relationships according to the three socially valuable creations: job creation, environmental protection, and fair trade. The hypotheses of this study were empirically tested with data collected via an online survey. The results of path analysis indicated that CP and AP positively affected enterprise images and ethical obligations respectively. Purchase intention was influenced by AP, enterprise images, and ethical obligations, but not by CP. In addition, this study highlighted the lack of a difference in consumer responses to publicity according to the three types of socially valuable creations. These findings provide guidelines for publicity strategies to induce consumers to purchase social enterprise products for marketing managers and entrepreneurs operating social enterprises.
URI
https://www.kci.go.kr/kciportal/landing/article.kci?arti_id=ART002509193#nonehttps://repository.hanyang.ac.kr/handle/20.500.11754/165515
ISSN
1229-7240
DOI
10.30751/kfcda.2019.21.3.25
Appears in Collections:
RESEARCH INSTITUTE[S](부설연구소) > KOREAN LIVING SCIENCE RESEARCH INSTITUTE(한국생활과학연구소) > Articles
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