패션 사회적기업과 공익연계마케팅의 유사한 사회적가치 추구 활동에 대한 소비자 반응 연구

Abstract

This study first investigates relationships among fashion consumer's positive emotion toward social value seeking activities (SVSA), enterprise image (EI), enterprise-perceived quality (EPQ), and purchase intention. Additionally, it demonstrates if the confirmed relationships are different in similar SVSA between social enterprise and cause-related marketing (CRM). An online experiment using a 2 (the implementation organization of social values: social enterprise vs CRM) × 2 (SVSA: support of vulnerable group vs environmental protection) factorial design was conducted to test the established hypotheses. Participants were randomly assigned to one of four conditions, and the collected data were analyzed using a partial least squares structure equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). The results revealed that positive emotion toward SVSA directly influenced EI and purchase intention. EI and EPQ were identified as sequential mediators linking positive emotion toward SVSA and purchase intention. A finding for similarity in consumer response paths between social enterprises and CRM highlights that social enterprises need to develop a marketing strategy distinguished from CRM.