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NTIS 바로가기융합정보논문지 = Journal of Convergence for Information Technology, v.9 no.1, 2019년, pp.105 - 115
This study empirically analyzed the effect of outdoor brand consumer's consumption value and company's creating shared values activity on consumers' purchase intention. The sub-variables of consumption value were set as functional value, conditional value, and emotional value as factors affecting co...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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소비가치(consumption value)는 구매의도에 어떤 역할을 하는가? | 소비가치(consumption value)는 특정 제품을 선택하거나 선택하지 않는 중요한 원인으로, 아웃도어 제품은 소비자의 고관여 패션제품이기 때문에 소비자의 소비가치는 일반 의류와는 다를 것이다. 따라서 본 연구에서는 소비가치가 아웃도어 패션브랜드의 구매의도에 미치는 요인을 분석하였다. | |
CSV 활동은 어떻게 구분하여 측정했는가? | 본 연구에서는 장은정[8], 유소리 등[31], 양희석[32] 등의 연구를 참조하여 경제적 가치, 사회적 가치, 관계적 가치로 CSV 활동을 측정하였다. 경제적 가치는 품질개선, 가격과 품질의 적정성, 성장성, 신 상품개발 등으로 측정하였고, 사회적 가치는 동반성장, 생산성 향상, 국가 및 지역사회 발전에 기여하는 정도, 근로자 복지제도, 사회공헌 활동에 투자하는 정도로 측정하였다. 관계적 가치는 소비자 보호 및 권익 활동, 친환경 제품 판매, 다양한 체험활동 제공, 제품의 기능성과 편리성,A/S 정도로 측정하였다. | |
공유가치창출활동이란 무엇이며, 어떻게 쓰이는가? | 최근 기업의 경영전략과 경영활동은 종전의 기부 및 자선 중심의 사회적 책임활동 차원을 넘어 지역사회의 이익도 함께 창출하는 기업의 공유가치창출활동으로 확장되어 가고 있는 추세이다[1]. 기업의 공유가치창출활동은 지역사회의 경제적, 사회적 환경들을 함께 발전시키면서 기업의 경쟁력을 강화시킬 수 있는 경영전략으로, 지속 가능한 마케팅 전략으로 활용되고 있다. 이러한 관점에서 공유가치창출활동이 아웃도어 패션브랜드의 구매의도에 영향을 미칠 것으로 판단되어 공유가치창출활동이 아웃도어 패션브랜드의 구매의도에 미치는 영향을 분석하였다. |
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