earticle

영어

Previous studies on social enterprises reported that unlike private enterprise consumers, social enterprise consumers appreciate the social value of the enterprise products and that social value affects customer satisfaction and repurchase intention. However, previous literature also pointed out that focusing only on social value as the factor affecting purchase behavior does not reflect the change in the situation of social enterprises. We expect that not only social but also a variety of other value consumers perceive from the products of social enterprises influence consumer satisfaction and repurchase intention. The purpose of this study is as follows. First, we intend to find the customer value for the products and services of social enterprises. Second, we intend to examine whether the positive relationships between quality and value of products/services reported in numerous previous studies applies to social enterprises. Third, we would like to find out whether satisfaction from social enterprise products and services affect the actual repurchase intention. Finally, in order to find dynamic interaction among the variables, this study models the key flow of the factors influencing the social enterprise consumers’ repurchase intention: perceived quality →  perceived value → customer satisfaction → repurchase intention. The results show that there are positive relationships between the consumer perception of quality and that of functional, emotional and social value. We also find positive relationships between the perception of functional, emotional and social value and customer satisfaction. Our findings show that the consumers of social enterprises perceive social value, along with the functional and emotional value, through the quality of products and services. The perceived value has positive effects on customer satisfaction and repurchase intention in the future. This study shows that the positive relationships between quality and value and customer satisfaction and repurchase intention found in numerous previous studies also exist in the context of social enterprises. In the last section, we discuss the practical implications for social enterprises based on the findings of our study and present the directions for future studies.