사회적 기업가정신이 마케팅혁신과 지속가능성에 미치는 영향 -구조방정식과 인공신경망 분석방법 비교- (Effect of Social Entrepreneurship on Marketing Innovation and Sustainability - Comparison of Structural Equations and Artificial Neural Network Analysis Methods -)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 22권 / 3호 / 185 ~ 205페이지
· 저자명 : 방원석, Reddy N. S., 신재익

초록

The purpose of this study is to examine the sub-dimensions of social entrepreneurship, such as pro-activeness, innovativeness, risk-taking, social orientation, marketing innovation, and sustainability, at a time when interest in social entrepreneurship is recently spreading around the world. To understand the relationships between factors of this study, a survey was conducted from March 15 to March 25, 2021, for members of government-affiliated public organizations, and the final 234 copies were used for analysis through unfaithful respondents and cleanup work.
As a result of the study, first, as a sub-dimension of social entrepreneurship, social orientation was newly proposed in addition to the general three sub-dimensions of entrepreneurship, such as pro-activeness, innovation, and risk-taking. Second, as a result of examining the effects of pro-activeness, innovativeness, risk-taking, and social orientation, which are components of social entrepreneurship, on marketing innovation, it was confirmed that only innovativeness and social orientation had a significant positive effect on marketing innovation. Third, as a result of examining the effects of pro-actinveness, innovativeness, risk-taking, and social orientation, which are components of social entrepreneurship, on sustainability, it was confirmed that only innovativeness and social orientation factors had a significant positive effect on sustainability. Finally, it was found that marketing innovation has a positive effect on sustainability. Based on the results, meaningful academic and practical implications were presented.

영어초록

The purpose of this study is to examine the sub-dimensions of social entrepreneurship, such as pro-activeness, innovativeness, risk-taking, social orientation, marketing innovation, and sustainability, at a time when interest in social entrepreneurship is recently spreading around the world. To understand the relationships between factors of this study, a survey was conducted from March 15 to March 25, 2021, for members of government-affiliated public organizations, and the final 234 copies were used for analysis through unfaithful respondents and cleanup work.
As a result of the study, first, as a sub-dimension of social entrepreneurship, social orientation was newly proposed in addition to the general three sub-dimensions of entrepreneurship, such as pro-activeness, innovation, and risk-taking. Second, as a result of examining the effects of pro-activeness, innovativeness, risk-taking, and social orientation, which are components of social entrepreneurship, on marketing innovation, it was confirmed that only innovativeness and social orientation had a significant positive effect on marketing innovation. Third, as a result of examining the effects of pro-actinveness, innovativeness, risk-taking, and social orientation, which are components of social entrepreneurship, on sustainability, it was confirmed that only innovativeness and social orientation factors had a significant positive effect on sustainability. Finally, it was found that marketing innovation has a positive effect on sustainability. Based on the results, meaningful academic and practical implications were presented.

참고자료

· 없음