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The Effect of Consumption Value and Creating Shared Values on Purchase Intention - Focused on Outdoor Brands -

소비가치와 기업의 공유가치창출활동이 구매의도에 미치는 영향 - 아웃도어 브랜드 중심으로 -

  • Lee, Kil-Gu (Department of Convergence Industry, Seoul Venture University) ;
  • Yi, Seon-Gyu (Department of Convergence Industry, Seoul Venture University)
  • 이길구 (서울벤처대학원대학교 융합산업학과) ;
  • 이선규 (서울벤처대학원대학교 융합산업학과)
  • Received : 2018.11.28
  • Accepted : 2019.01.20
  • Published : 2019.01.28

Abstract

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 consumers' purchase intention. The sub-variables of company's creating shared values activities were set as economic value, relational value, social value. As a result of analysis, functional value, conditional value, and emotional value of consumption value were found to have a positive effect on purchase intention, and economic value, social value, and relational value of company's creating shared values were all positively influenced Respectively. According to the results of the analysis, it is found that both consumption value of outdoor brand consumers and company's creating shared values activities are positive factors for purchase intention. This result can be deduced that consumers 'consumption value and company's creating shared values activities in outdoor brand industry are already reflected in consumers' purchase intention.

본 연구는 아웃도어 브랜드 소비자의 소비가치와 기업의 공유가치창출활동이 소비자의 구매의도에 미치는 영향을 실증적으로 분석하였다. 소비자의 구매의도에 미치는 영향요인으로 소비가치의 하위변수는 기능적 가치, 상황적 가치, 감정적 가치로 설정하였고, 기업의 공유가치창출활동의 하위 변수는 경제적 가치, 관계적 가치, 사회적 가치로 설정하였다. 분석결과, 소비가치의 기능적 가치, 상황적 가치, 감정적 가치는 구매의도에 긍정적인 영향을 미치는 것으로 분석되었고, 기업의 공유가치창출활동의 경제적 가치, 사회적 가치, 관계적 가치도 모두 긍정적인 영향을 미치는 것으로 분석되었다. 분석결과에 따라 아웃도어 브랜드 소비자의 소비가치와 기업의 공유가치창출활동은 모두 구매의도에 긍정적인 요인으로 작용하고 있음을 알 수 있었다. 이러한 결과는 아웃도어 브랜드 산업에서 소비자의 소비가치나 기업의 공유가치창출활동은 이미 소비자의 구매의도에 충분히 반영되었다고 추론할 수 있었다.

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Fig. 1. Research Model

Table 1. factor analysis - consumption value

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Table 2. factor analysis - CSV

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Table 3. factor analysis - purchase intention

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Table 4. Reliability analysis

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Table 5. Results of regression analysis

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