사회적 기업 제품의 재구매의도 영향요인에 관한 연구

The study was conducted to confirm three points. First, the functional attributes of social enterprise products and their relationship to consumer empathy were confirmed. Second, the relationship between consumer empathy and value consistency was confirmed. Third, we checked the relationship between the value consistency and the repurchase intention. The study was conducted on consumers who experienced products from social enterprises in Jeju Island. The functional attributes of the product were divided into intrinsic and external attributes. Consumer empathy was divided into cognitive and emotional factors. As a result of the analysis, the intrinsic attributes of the product did not affect cognitive empathy. However, it had a positive effect on emotional empathy. The external attributes of the product had a positive effect on cognitive and emotional empathy. Cognitive and emotional empathy had a positive effect on value consistency. Value consistency had a positive effect on consumers' repurchase intention. However, intrinsic attributes, external attributes, did not directly affect the consistency of values. In order to increase consumers' repurchase intention about social enterprises products, the value consistency of products should be strengthened. In order to increase value consistency, products need to gain consumer empathy. It was confirmed that the functional attributes of social enterprise products should be strengthened in order to increase consumer empathy.