민간보험회사의 CSV전략이 진정성 인식, 기업신뢰 및 구매의도에 미치는 영향

초록

The purpose of this study was to investigate the effects of CSV(creating shared value) activities of insurance companies on the perception of authenticity, corporate trust, and purchase intention. For Insurance companies, in which the market has matured and competition is stiff, adopting the right CSV model is important to secure a competitive advantage and grow with society in the long run. For empirical analysis, a questionnaire survey was conducted and a total of 142 responses were analyzed. The results of this study were as follows. First, CSV activities of insurance companies had a significantly positive impact on customer`s authenticity perception. Second, the perception of authenticity had a positive effect on corporate trust and purchase intension. Lastly, corporate trust had a positive impact on customer`s purchase intention. The results of this study will present recognition on the importance of corporate CSV activities for the sustainable growth of insurance companies, and suggest that corporations need to adopt CSV activity programs as one of the marketing strategies so that consumers can strongly feel the authenticity of such programs. Along with theses implications, follow-up research needs to be conducted, not just on consumers but also on employees of insurance companies, and it is necessary to develop various parameters in CSV activity programs.

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