ABSTRACT

The purpose of this study is to analyse how consumption value affects the attitude and loyalty by the firm type. The consumption value is applied to Sheth et al.(1991)'s theory. For this study, Data were collected from questionnaire survey and we investigated from Nov 1st to Nov 15th 2014, And used SPSS 20.0 and AMOS 20.0 statistical program. The results of this study are summarized as follows;Consumption value of social enterprises and profit-making enterprises are a positive influence on consumer attitude. From among these, the rarity value, situational value and emotional value of social enterprise product's consumption value are positive to attitude. The rarity value, situational value, functional value and emotional value of profit-making enterprise product's consumption value are positive to attitude. The attitude of social enterprises are positive to loyalty, but the attitude of profit-making enterprises are not positive to loyalty. Of all consumption values, the emotional value is a difference between social enterprises and profit-making enterprises. The attitude of social enterprises product rises values more highly than profit-making enterprises. Consumers are more likely to buy from the social enterprises because it is to add value of product.

KEYWORD

Consumption Value, Attitude, Loyalty, Social Enterprise. Profit-making Enterprise.

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