글로벌 기업의 사회적 책임 연상, 지각된 가치, 사용자 만족, 재구매의도간의 관계에 관한 연구

As consumers give more attention to corporate social responsibility (CSR), most global companies have recognized the importance of CSR in attracting consumer attention. Prior scholarly work show that CSR affects various kinds of customer responses such as customer satisfaction and trust toward companies, leading to consumer purchase intention and customer loyalty. Amidst these findings, the latest factor that has been highlighted recently as a new outcome of CSR is perceived value. But, it is not clear how CSR association affects perceived value of products or services. This study develops and tests a research model, which predicts positive relationships among CSR association, perceived value, user satisfaction, and repurchase intention. Based on a survey of smartphone users, the results show support for this research model. First, CSR association has a significant impact on both perceived value and repurchase intention. Second, perceived value determines user satisfaction, and repurchase intention. Based on a survey of smartphone users, the results show support for this research model. First, CSR association has a significant impact on both perceived value and repurchase intention. Second, perceived value determines user satisfaction and repurchase intention. Finally, although CSR association does not affect user satisfaction directly, it does have an indirect influence on satisfaction through perceived value. These results offer important implications for theory on a smartphone user’s behavior toward innovation.