기업의 사회공헌활동이 가격인상에 미치는 효과

Abstract

The Effects of Corporate Philanthropic Activities on the Price Increase

By Oh, Su-jeong Advisor : Prof. Park Jong-Chul Ph.D. Department of Business Administration, Chosun University

Abstracts

This study investigated the effect of the moderating role of corporate philanthropic level between the price increase and purchase intension. According to the result, for the larger markup, participants showed less favorable responses, whereas for the smaller markup, they made more favorable responses. But, when philanthropy level is high, the negative impact of the magnitude on a price increase is weakened. The results suggest that the philanthropy level can be influenced on the purchase intension in response to the price increase. The author suggests that we consider importance of philanthropy level in order to have complete understanding about the effects of the price increase. Finally, the author discusses the theoretical and practical implications of the findings, and limitations as well as future research directions.

Key words: price increases, corporate philanthropy, purchase intension.