CSR 활동의 사회적 혜택과 개인적 혜택이 구전의향에 미치는 영향: 브랜드-자아 이미지 일치성의 조절효과

The purpose of this study is to demonstrate the relationship between the benefits of corporate social responsibility activities and Word-of-Mouth communication intention and to clarify the boundary conditions that are moderating this relationship. The benefits of corporate social responsibility activities are divided into social benefits and personal benefits. The social benefits mean that the corporate social responsibility activities give good results to the society. The personal benefits mean that the corporate social responsibility activities directly give positive results to the consumers themselves. We analyze the effects of these two dimensions on Word-of-Mouth communication intentions and analyze whether the relationship between benefits and Word-of-Mouth communication intention depends on the brand-self image congruity. Data were collected from 206 consumers exposed to information related to corporate social responsibility activities. An empirical analysis of the research model was conducted through hierarchical regression analysis. As a result, it was found that the social benefits and personal benefits of corporate social responsibility activities positively affect Word-of-Mouth communication intentions. The relationship between the benefit level of corporate social responsibility activities and the intention of word of mouth was different according to the brand-self image congruity. The influence of social benefits on Word-of-Mouth communication intentions increased as the brand-self image congruity increased. In other words, the interaction effect between social benefit and brand-self image congruity affecting Word-of-Mouth communication intentions was significant. On the other hand, the influence of personal benefits on Word-of-Mouth communication intentions was not different according to the brand-self image congruity. Finally, implications, limitations, and future research directions are presented through this study.