소비자의 공감반응을 끌어낼 수 있는 사회적기업의 사회공헌 활동에 관한연구 - 친숙성과 진정성을 중심으로 -

This study has analyzed on affecting factors of the customer's empathy toward the corporatephilanthropic activities in terms of corporates and their products. From the corporate perspective,we have checked how the activities affect the perception of the customer familiarity andauthenticity. Study shows that the fairness of the social contribution activities have an impact onboth the familiarity and the authenticity (hypothesis 1, hypothesis 2). Social contributionsreciprocity has been shown to influence familiarity (hypothesis 3) and it was not statisticallysignificant to the authenticity (hypothesis 4). Looking at the relationship between the familiarity and authenticity from the product side, charmand familiarity (hypothesis 5), uniqueness and authenticity (hypothesis 8) showed that the impacton the definition. On the other hand charm and authenticity (hypothesis 6), uniqueness andfamiliarity (hypothesis 7) appeared to be not statistically significant. Finally, the relationship between familiarity, authenticity and empathy is as follows. First, thefamiliarity was found that it is affecting the authenticity (hypothesis 9) and for the consumersympathetic (hypothesis 10) appeared to be not statistically significant. And the authenticity wasfound having a defined effect on the consumer sympathetic (hypothesis 11). It is really far more important to suggest an integrated approach to continue a sustainable andstable relationship by increasing consumer purchasing and empathy for the products and servicesof social enterprises. This study provides practical implications for marketing strategies of socialenterprises, which can draw the consumer sympathy through the social contribution activities ofsocial enterprise.