기업의 사회적 책임(CSR)활동에 대한 소비자 귀인이 구매의도에 미치는 영향 연구 : 기능적 가치와 사회적 연결감 중심으로

This study divides the attributions perceived by consumers about corporate social responsibility activity into value-driven attribution, strategic attribution, and Stakeholder-driven attribution, and analyzes the effect of these attributions on purchase intention through functional value and social connectedness. To collect samples, a survey was conducted on 325 consumers nationwide who perceived corporate social responsibility activity and had experience using the company's products, and the final 297 questionnaires were analyzed using PLS and SPSS 22.0 in a structural equation and the proposed research hypothesis was verified. The results of this study are as follows. First, it was found that value-driven attribution had a positive effect on functional value and social connectedness. Second, it was found that strategic attribution had a positive effect on functional values, but did not affect social connectedness. Third, it was found that stakeholder-driven attribution did not have a negative(-) effect on functional value and social connectedness. Fourth, it was confirmed that functional value had a positive effect on social connectedness. Fifth, it was confirmed that functional value and social connectedness had a positive effect on purchase intention. Through this study, it was found that consumer attribution to corporate social responsibility activity induces selective behavior, increases social connectedness to companies, and consumers form psychologically close relationships with companies and have a positive effect on purchase intention. Corporate CEOs and officials should establish and implement strategies for consumers to perceive companies closely while increasing consumers' favorability for social responsibility activity.