The purpose of marketing is not only to purchase customers, but to continue activities that induce positive behaviors such as consumption and response by creating continuous consumption motivation and providing appropriate value products and services to customers. For this reason, it is necessary to find out how to mediate the relationship between the characteristics of the information provided to elicit the customer behavior and the subjective perspective given to the consumption experience. In other words, it is required to clearly recognize key clues to provide customers or provide the desired situation to minimize thinking and judgment and explore the motives and induction of automatic behaviors.
It is suggested that the exploratory research be needed on how to remind customers that they are a good company, positively perceived the customer value and business partnership, and the types of values perceived as good companies. Therefore, this study classified the public value pursued in consideration of the characteristics of social enterprises into corporate value, innovation value, social value, and regional value, explored how these values lead the relationship in trust formation and attitude formation, and structurally examined the impact on purchase intention.
Accordingly, the impact and relationship of corporate value on attitude, trust, and purchase intention were investigated. The effect of posture strength on the mitigation effect has been verified. To verify this research model, a total of 351 people were surveyed. SPSS 20 and Amos 24 were used as research analysis methods.
Based on the empirical analysis, the results of this study are summarized as follows.
First, it was found that the value perceived by customers for social enterprises and for-profit enterprises has different effects. Among the types of values presented, social enterprises were found to have a significant relationship with trust, excluding management value and regional value, and in the case of management value, they were found to have a negative (-) effect. On the other hand, in the case of for-profit companies, management and regional value were significant, and the remaining factors did not affect trust.
Second, in the case of social enterprises, the attitude perceived as public value had a negative (-) effect on management value, and the remaining values were significant. On the other hand, in the case of for-profit companies, it was found that only the management value was significant and the remaining values did not affect. This can be seen as highly related to individual beliefs, emotions, and activities to remember companies through provided information, and can be seen as related to the conceptual characteristics of attitudes.
Third, it was found that trust and attitude had a significant effect on advocacy behavior in social enterprises, while for-profit enterprises were not significant in the case of trust. Trust occurs on the basis of relationships and responds based on the belief that cooperation and long-term outcomes can be derived. Therefore, it can be expected that the authenticity of social enterprises may have affected the relationship between trust and advocacy.
Taken together, it was found that the values perceived by customers for social enterprises and for-profit enterprises had different effects. Therefore, it is necessary to distinguish and conceptualize the types of values that are studied by comprehensively considering the identity and capabilities of the company.
Customers suggest that organization and corporate identity can be an important reference point when evaluating or judging a company, and that internal formation, systematization, and operation of the organization, such as discriminatory management measures, can stimulate customer’s behavior and thinking. In addition, communication and policy planning are required so that individuals can easily access the degree to which they contribute to achieving social goals according to the type of social enterprise.