CAJ | 학술논문

文章从消费者-企业关系的视角出发,通过引入反映消费者品牌关系质量的变量(满意、信任和承诺)来探讨企业社会责任感对顾客忠诚度的影响机制.以电子行业为背景,通过结构方程模型检验所提的假设.结果表明,企业积极承担社会责任会提升顾客满意度、增强顾客对公司的信任和情感承诺,进而提高顾客的态度忠诚和行为忠诚.而且,产品介入度能够加强企业社会责任对关系质量的积极影响,是决定企业社会责任影响效力的关键变量.
문장종소비자-기업관계적시각출발,통과인입반영소비자품패관계질량적변량(만의、신임화승낙)래탐토기업사회책임감대고객충성도적영향궤제.이전자행업위배경,통과결구방정모형검험소제적가설.결과표명,기업적겁승담사회책임회제승고객만의도、증강고객대공사적신임화정감승낙,진이제고고객적태도충성화행위충성.이차,산품개입도능구가강기업사회책임대관계질량적적겁영향,시결정기업사회책임영향효력적관건변량.
This study examines the mechanism through which corporate social responsibility has impact on customer loyalty, particularly testing the roles of customer-brand relationship variables as key mediators and product involvement as a key moder?ator. Hypotheses are tested in the context of electronic product industry using the method of SEM. Results indicate that cor?porate social responsibility performance can positively influence both attitudinal and behavioral loyalty through relationship quality variables.Moreover,product involvement magnifies the positive impact of corporate social responsibility on relation?ship quality.