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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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이 논문의 연구 히스토리 (4)
2020
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공유가치창출(CSV)활동이란 기업이 수익 창출 이후 사회적 공헌 활동이나 사회적 가치 창출활동을 하는 것이 아니라, 기업활동 자체가 사회적 가치를 창출하면서 동시에 기업의 경제적 수익을 추구하는 방향으로 이루어지는 경영 활동을 말한다. 즉 기업이 속한 사회의 질적 향상을 추구함과 동시에 기업의 이윤을 창출하고자 하는 기업의 경영전략이다. 이러한 공유가치창출 활동은 치열한 경쟁환경 속에서 경쟁하고 있는 외식기업이 경쟁우위를 확보하고, 지속적인 성장과 함께 사회적 가치를 실현하고 장기적인 성과를 도출하기 위한 대안으로 떠오르고 있다. 이에 본 연구는 지금까지 진행된 기업의 공유가치창출에 관한 선행연구 고찰을 통해 외식기업에 적용하기 적절한 공유가치창출의 개념정의와 핵심구성요소를 확인하는 것과 더불어 외식기업의 공유가치창출 활동과 소비자의 소비태도와 소비의도 등과의 영향관계를 실증적으로 증명하고자 하였다. 본 연구의 목적을 달성하기 위해 부산 및 경남지역과 충청지역에서 거주하고 있는 20대 이상 성인 남녀 441명을 대상으로 설문조사를 진행하였다. 연구의 신뢰성과 타당성을 확인하기 위해 신뢰도 분석, 탐색적 요인분석, 확인적 요인분석, 상관관계 분석 그리고 각 변수 간의 영향관계를 확인하기 위해 구조방정식 모형을 이용하여 연구가설을 검증하였다. 가설검증결과는 다음과 같다. 첫째, 외식기업의 공유가치창출활동 중 가치창출, 장기지속성, 사회문제 해결은 관계특성에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 외식기업의 공유가치창출활동 중 핵심역량 활용은 유의미한 영향을 미치지 않는 것으로 나타났다. 둘째, 공유가치창출 활동을 하는 외식기업과 소비자와의 관계특성 중 사회적 연결감은 정보확산
의도에 유의미한 영향을 미치는 것을 확인하였다. 하지만 방문의도에는 유의미한 영향관계가 나타나지 않았다. 셋째, 외식기업의 공유가치창출 활동 중 가치창출, 장기 지속성, 사회문제 해결은 방문의도에 유의미한 영향을 미치지만, 핵심역량활용은 방문의도에 유의미한 영향관계가 확인되지 않았다. 마지막으로 외식기업의 공유가치창출 활동 중 사회문제해결활동과 가치창출활동은 정보확산의도에 유의미한 영향을 미치는 것을 확인하였다. 하지만 핵심역량활용과 장기지속성 활동은 정보확산의도에 유의미한 영향을 미치지 않는 것으로 나타났다. 본 연구의 이론적 실무적시사점은 다음과 같다. 우선 지금까지 제대로 조명되지 않았던 외식기업의 공유가치창출활동에 관한 이론적 개념을 정리하여 제안하고 핵심구성요소를 확인하였다는 점이 이론적 의의라 할 수 있다. 다음으로 실무적 시사점은 각 연구 변수 간 영향 관계를 실증적으로 확인함으로써 외식기업이 효율적인 운영방안 도출과 함께 사회와 상생할 수 있는 전략을 도출해 낼 수 있는 실무적 시사점을 확인하였다는 점이다.
의도에 유의미한 영향을 미치는 것을 확인하였다. 하지만 방문의도에는 유의미한 영향관계가 나타나지 않았다. 셋째, 외식기업의 공유가치창출 활동 중 가치창출, 장기 지속성, 사회문제 해결은 방문의도에 유의미한 영향을 미치지만, 핵심역량활용은 방문의도에 유의미한 영향관계가 확인되지 않았다. 마지막으로 외식기업의 공유가치창출 활동 중 사회문제해결활동과 가치창출활동은 정보확산의도에 유의미한 영향을 미치는 것을 확인하였다. 하지만 핵심역량활용과 장기지속성 활동은 정보확산의도에 유의미한 영향을 미치지 않는 것으로 나타났다. 본 연구의 이론적 실무적시사점은 다음과 같다. 우선 지금까지 제대로 조명되지 않았던 외식기업의 공유가치창출활동에 관한 이론적 개념을 정리하여 제안하고 핵심구성요소를 확인하였다는 점이 이론적 의의라 할 수 있다. 다음으로 실무적 시사점은 각 연구 변수 간 영향 관계를 실증적으로 확인함으로써 외식기업이 효율적인 운영방안 도출과 함께 사회와 상생할 수 있는 전략을 도출해 낼 수 있는 실무적 시사점을 확인하였다는 점이다.
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제 1 장 서론 ·············································································································· 1제 1 절 문제 제기 ································································································ 1제 2 절 연구 목적 ································································································ 5제 3 절 연구방법 및 범위 ·················································································· 6제 4 절 연구 구성도 ···························································································· 7제 2 장 이론적 고찰 ································································································ 9제 1 절 사회적 책임 ···························································································· 91. 기업의 사회적 책임의 정의 ······································································· 92. 기업의 사회적 책임 선행연구 ································································· 11제 2 절 공유가치 창출 ······················································································ 141. 공유가치 창출의 정의 ··············································································· 142. 공유가치창출의 구성요소 ········································································· 193. 공유가치창출에 관한 선행연구 ······························································· 264. 기업의 사회적 책임과 공유가치창출 비교 ··········································· 295. 공유가치 창출 사례 ··················································································· 32제 3 절 관계특성 ································································································ 431. 사회적 연결감 ····························································································· 432. 상호작용성 ··································································································· 46제 4 절 방문의도 ································································································ 481. 방문의도의 개념 ························································································· 482. 방문의도에 관한 선행연구 ······································································· 49제 5 절 정보확산의도 ························································································ 501. 정보확산의도의 개념 ················································································· 502. 정보확산의도에 관한 선행연구 ······························································· 51제 3 장 연구모형 및 연구가설 ············································································ 53제 1 절 연구모형 ································································································ 531. 연구모형 ······································································································· 53제 2 절 연구가설 ································································································ 541. 공유가치창출 활동과 관계특성 ······························································· 542. 관계특성과 방문의도 ················································································· 563. 관계특성과 정보확산의도 ········································································· 574. 공유가치창출 활동과 방문의도 ······························································· 585. 공유가치창출 활동과 정보확산의도 ······················································· 60제 3 절 변수의 조작적 정의 및 조사 설계 ·················································· 611. 변수의 조작적 정의 ··················································································· 612. 설문지 구성 ······························································································· 68제 4 절 자료수집 절차 및 분석 방법 ·························································· 691. 자료수집 절차 ····························································································· 692. 분석 방법 ····································································································· 70제 4 장 실증분석 ···································································································· 71제 1 절 표본의 인구통계학적 특성 ································································ 711. 공유가치창출에 대한 생각 ······································································· 712. 인구통계학적 특성 ····················································································· 72제 2 절 가설검증을 위한 기초 분석 ······························································ 731. 변수의 타당성 및 신뢰도 검증 ······························································· 742. 확인적 요인분석 및 집중 타당성 검증 ················································· 813. 상관관계 분석 및 판별 타당성 검증 ····················································· 884. 구조방정식의 적합도 검증 ······································································· 92제 3 절 가설검증 ································································································ 941. 연구가설 검증 ····························································································· 94제 5 장 결론 ·········································································································· 104제 1 절 연구의 요약 ························································································ 104제 2 절 연구의 시사점 ···················································································· 108제 3 절 연구의 한계점 ···················································································· 110참고문헌 ·················································································································· 111설 문 지 ·················································································································· 132Abstract ··················································································································· 137
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