Abstract
This study is a comparative study between Korea and Mongol on the influence of CSR publicity on the consumer attitudes and purchase intentions. To achieve this, the CSR detailed program was made using 4 types of components of publicity(type,...
Abstract
This study is a comparative study between Korea and Mongol on the influence of CSR publicity on the consumer attitudes and purchase intentions. To achieve this, the CSR detailed program was made using 4 types of components of publicity(type, subject, range, expression) to measure the 'CSR program value' different from the previous 'CSR value' for testing. This study, due to the difference of group identity between two countries - Korea is global, Mongol is local - it was expected that the value of CSR program by country was not different. In addition, when the CSRPV was high, the consumer attitude and purchase intention on the company were thought to have a positive influence and the moderating effect of brand identification between CSRPV and consumer attitudes.
The key findings are as follows.
(1) In the range of SCR program, it was shown that Korea perceived global program and Mongol perceived local program more valuably.
(2) In the type of CSR program, Korea perceived public business activities and Mongol perceived non-public business activities more valuably.
(3) In the subject of CSR program, both countries valued the company when it can independently sponsor.
(4) In the expressional method of CSR program, Korea has shown no difference between the soft sell and hard sell and Mongol has shown the hard sell to be more valuable.
(5) For both Korea and Mongol, higher the value of CSR program, the attitude towards the company was more favorable with increased purchase intentions.
(6) For both Korea and Mongol, the brand identification was shown to have the moderating effects between the CSRPV and companies, and in addition, the moderating effects were also shown between the CSRPV and purchase intentions.
(7) And lastly, for both Korea and Japan, it was shown to have the partial mediation effect of company's attitude between the CSRPV and purchase intentions.
This study has significance in that it has significantly influenced the value of CSR felt by the consumer delivered through the publicity and that it proposed the necessity to separately measure the value of CSR program. Therefore, the value felt by the consumer can be evaluated more in detail according to the publicity program(type, subject, range, expression). In addition, it provides implications on which CSR program is practically valued more in Korea and Mongol.
，韩语论文范文，韩语论文范文 |
