참여를 통한 즐거움이 관계품질과 조직성과에 미치는 영향에 관한연구－생활협동조합을 중심으로－

This study aims to verify the value and structural relationship of the Association members and Living Cooperative Association(hereinafter referred to as “Association”) through the prism of pleasure which is the emotional reaction occurring through the participation. The results of this study indicated the followings:First, the pleasant emotion gained by Association members through participation was found to have an influence on the value of the Association through the flow and satisfaction with products. Second, the pleasant emotion gained from participation maximized the value through the identification with the organization. Finally, although the pleasant emotion gained from participation led to positive desire such as social benefits, social desire, and environment which in turn increased the social satisfaction, such satisfaction was not directly associated with the value of Living Cooperative Association, and furthermore, the members of the Association were found to influence overall value of the Association based on the satisfaction with the organization, rather than direct formation of value through the social satisfaction. The results of this study suggest that the emotional reaction of members of Cooperative Association, such as Living Cooperative Association, is not directly associated with the value of organization, regarding the emotions related to the social awareness such as the reciprocity, altruism, perception of social effectiveness, etc, but is linked with the value of organization which is derived through the satisfaction based on aforesaid emotion.