사회적 기업의 가치공동창출 행동모델의 검증

Social enterprises pursue dual objectives of maximizing profit based on conventional business principle, and creating socially value-added services by embracing the concept of social responsibility (Hines 2005). WIth this distintion between social enterprise and conventional firms on mind, this study primarily purports to find predictors of value co-creation taking place in social enterprises. Value co-creation is a notion based on the presmise that the cosumer’s role has expanded from the past conceptualizations of resource acquisition, distribution, consumption, and disposal to include one of value creation. The recent literature on value co-creation includes some studies based on empirical approach with most of them centering around scale development focusing on customer participation(Gu and Nah 2012; Yi and Gong 2012), firm performacne(Nam et al. 2011), financial service(Chan et al. 2010), trust and commitment(Randall et al. 2011). However, the previous studies are limited in two aspects; First, they primarily confined their focus to value co-creation which is mostly led by firms and evaluation of the incremental firm performance due to customer participation, thus leaving a void in the research on customer initiated value co-creation. Second, the previous studies seem to have relied on service oriented firms, with few of them looking into the wider spectrum of business operations including manufacturing firms. The major objective of the present study is to apply the concept of value co-creation in validating a consumer behavioral model and to find out about the factors affecting value co-creation behavior of the current and potential customers of social enterprises.