사회적기업 제품속성과 소비자 관련특성이구매의도에 미치는 영향: 가치일치성의 매개효과

This study aimed to analyze the effect of social enterprise product attributes and consumer-related characteristics on purchase intention and the mediating effect of value conformity. The product attributes of social enterprises were divided into extrinsic and intrinsic attributes, and the consumer-related characteristics were pro-social orientation and eco-friendly orientation. The data were collected through an offline survey using a structured questionnaire among consumers who had purchased social enterprise products, and 237 surveys were used for the analysis. The results of the analysis were as follows. First, it was found that extrinsic attributes had no statistically significant effect on value conformity but that intrinsic attributes had a positive effect on value conformity. Second, both consumers’ pro-social orientation and eco-friendly orientation had a significant effect on value conformity, and ultimately, value conformity had a positive effect on purchase intention. Third, it was found that the mediating effect of value conformity on the relationship between the intrinsic attributes of social enterprise products and consumers' pro-social orientation and eco-friendly orientation and purchase intention was statistically significant. These results expand the consumer behavior research on social enterprise products and provide practical implications for the establishment of PR strategies based on the specific values pursued by social enterprises as well as customer targeting and marketing strategies.