소비자의 CCM(Consumer Centered Management)인증 기업 제품 구매의도에 관한 연구

This study has been conducted to complement it from the aspects of consumers. Finally to forecast consumers’ behavior to purchase the products of CCM certified companies, the study intends to examine their purchase intention with the extended Fishbein model grounded on the theory of reasoned action. Also, by examining the effects of consumers’ CCM certification-related variables(recognition on CCM certification, credibility, & consumption value on the products of CCM certified companies) on purchase intention, the researcher is going to understand the characteristics of CCM certification from the aspects of consumers. The major findings and suggestions of this study can be summed up as follows: first, consumers’ recognition on CCM certification was fairly low. In order to enhance recognition, it will be needed to conduct publicity activities Second, credibility on CCM certification was slightly higher than the average, but purchase intention was not influenced by that. This implies that companies should build their marketing strategies with a goal to associate consumers’ credibility with purchase intention. Third, regarding the effects of consumption value on the products of CCM certified companies on purchase intention, as functional value gets higher, purchase intention also becomes higher, but if social value is higher, purchase intention becomes lower. This implies that consumers recognize the products of CCM certified companies with physical functions but hardly consider either ostentatious aspects or differentiation from others with the purchase of products. Fourth, purchase intention is at the level higher than the medium; however, when there is products’ price fluctuation, purchase intention may differ. Therefore, CCM certified companies’ products are not equipped with the premium effect of price. Also regarding purchase intention, purchase attitude and subjective norms indicated a great influence, so it supported the explanatory power of consumer behavior through the theory of reasoned action.