기업의 사회적 책임 활동이 공중관계성과 반기업정서에 미치는 영향
The Influence of Corporate Social Responsibility on Organization-Public Relationships and Anti-Corporate Emotion
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참고문헌
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초록
기업이 사회적 책임 활동을 수행하면 과연 기업경영에 실질적 도움이 될까? 최근 기업의 사회적 책임 활동에 대한 회의적 시각을 반영하는 경험적 관찰 자료들이 제시되고 있다. 기업의 사회적 책임의 효과에 관해서 이미 많은 연구들이 수행되었지만, 이 문제에 대한 연구결과는 일관되지 않다. 사회적 책임이 기업에 긍정적인 효과를 유발한다는 연구들도 있지만, 반대로 그렇지 않다는 연구들도 있다. 이 연구는 기업의 사회적 책임 활동의 효과, 즉 공중관계성과 반기업정서에 미치는 영향을 실증했다. 120명을 대상으로 실험한 결과, 기업의 사회적 책임 활동은 공중관계성의 한 요인인 조직주도 관계성의 강화와 반기업 정서의 한 요인인 반기업인식의 완화에 효과가 있는 것으로 나타났다. 특정 기업에 대한 관여도와 우리나라 대기업 전반에 대한 반기업정서가 기업의 사회적 책임 활동이 공중관계성과 반기업정서의 평가에 미치는 영향을 조절하는지를 탐색해 보았는데, 관여도는 기업의 사회적 책임 활동이 공중관계성의 한 요인인 조직주도 관계성에 미치는 영향의 강도를 조절하는 것으로, 반기업정서는 기업의 사회적 책임 활동이 특정 기업에 대한 반기업인식과 반기업적 행동경향성에 미치는 영향의 강도를 조절하는 것으로 나타났다.
Abstract
The purpose of this study was to assess the influence of corporate social responsibility on organization-public relationships and anti-corporate emotion. In particular, this study manipulated corporate discretionary responsibilities that are believed to have the greatest effect on the public, considering the four dimensions of corporate social responsibilities: economic responsibilities, legal responsibilities, ethical responsibilities, and discretionary responsibilities. This study adopted two dependent variables such as organization-public relationships and anti-corporate emotion, because organization-public relationships have been the most frequently dealt with in recent public relations researches in Korea and abroad. Also, anti-corporate emotion is widespread across Korean society in the wake of various kinds of injustice and corruption scandals that involve some big businesses. In addition, this study tested whether involvement in specific businesses and anti-corporate emotion against the entire big business circle moderate the influence of public relations activities. Therefore, in order to examine whether corporate social responsibility affects organization-public relationships consisting of two factors namely, organization-driven relationships and public-driven relationships and anti-corporate emotion composed of two factors named as anti-corporate cognition and anti-corporate behavioral tendency, this study tested the hypothesis on the influence of corporate social responsibility activities. Corporate social responsibility activities were effective in improving organization-driven relationships and in mitigating anti-corporate cognition. The theoretical meaning of this study lies in conducting an exploratory research on anti-corporate emotion. In particular, with all the brisk discussions on anti-corporate emotion in the academic community and the business community, there have been few researches that sought to conceptually define anti-corporate emotion and empirically study it. Thus, this study’s findings are worth noting: that anti-corporate emotion consists of anti-corporate cognition and anti-corporate behavioral tendency.
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