공공구매 플랫폼의 공유가치 창출 활동이 장기지향성에 미치는 영향

Recently, many stakeholders such as the government, local governments, and local residents are paying attention to social economy companies that focus on revitalizing the economy of local communities and developing local communities based on cooperation with stakeholders such as the government, companies, and public institutions. These stakeholders are increasingly expecting the role of public purchase platforms to solve the difficulties social economy companies are facing, and public purchase platforms provide public institutions with information on products of social economy companies in the region to solve the problems encountered by social economy companies such as advertising, promotion, and securing distribution channels, and social economy companies with a system to promote and sell them to public institutions. Through this, the public purchase platform is contributing to economic support for local communities, job creation, and revitalization of the local economy. The public purchase platform is carrying out shared value creation activities in that it simultaneously pursues public values as well as economic values of local communities by solving various problems based on a business model through a strategy to strengthen clusters with public institutions and communities. Accordingly, this study intends to examine the public purchase platform from the perspective of shared value creation activities. this study also attempted to examine the impact of shared value creation activities on corporate image, trust, and long-term orientation. The results of empirical test indicated that economic shared value creation activities have been shown to have a positive effect on enhancing the competence of the corporate image, but warmth does not have a positive statistical effect. Second, we found that the social shared value creation activity of the public purchase platform had a significant effect on the competence and warmth of the corporate image. Third, corporate competence and warmth had a positive effect on enhancing the trust of public purchasing platforms. Finally, trust with transaction public institutions had a positive effect on long-term orientation in transaction relationships. Through this study, it is essential to establish a long-term and expanded relationship between social economy companies and purchasing public institutions in public purchase platform transactions, and in particular, in terms of economic shared value creation activities, the trust given by competence raises expectations for the continuation of the relationship between suppliers and purchasing public institutions and the expectation that the relationship with each other will be maintained indefinitely. Accordingly, social economy companies should form sustainable relationships with public institutions in an effort to strengthen their image of competence based on their warmth.