소상공인의 사회적 책임(CSR)활동과 브랜드 자산, 소비자 윤리의식, 지속사용의도와의 관계 - 돈쭐 현상을 중심으로

This study explored how user evaluation of brand assets affects consumers’ continued use intentions through consumer ethical awareness in order to study consumers’ continued use intentions for Corporate social responsibility (CSR) activities of small business owners. Specifically, the study was conducted by establishing a hypothesis that the Corporate social responsibility activities (CSR) of the Donjun store would influence the intention to continue using the brand by mediating the brand assets, and it was assumed that there would be a relationship between the consumer’s ethical consciousness and the intention of the consumer to continue using it. did For this purpose, college student questionnaire data were collected, and 377 copies of faithful responses were analyzed. To understand the relevance of small business owners’ social responsibility, brand assets, and continued use intention, SPSS Process Macro 4 was used to analyze the mediating effect, and AMOS 23.0 was used to confirm the structural model. The analysis results are as follows. First, as for the CSR activities of small business owners, the brand asset evaluation of small business owners significantly predicted consumer intention to continue using it. Second, the CSR activities of small business owners mediated brand assets and affected consumers’ intention to continue using them. However, the positive image of the brand did not affect the intention of consumers to continue using it through consumer ethical awareness. This study examines whether the CSR activities of small businesses affect consumers’ intention to continue using them for the sustainable management of small businesses who are complaining of business difficulties due to COVID-19, and that consumers’ ethical awareness It is meaningful in that it examines whether it affects consumers’ intention to continue using the product.