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기업의 CSR 실행과 소비자의 태도 및 행동: CSR 진정성과 CSR 적합성의 매개효과

CSR implementation and consumer attitudes and behavior: The mediating effect of CSR authenticity and CSR fit

채명수|배성주|Yu Meng-Ying
한국기업경영학회 (Korean Corporation Management Association)|2024.06|기업경영연구 (Korean Corporation Management Review)|제31권 제3호|pp. 177-206|DOI http://dx.doi.org/10.21052/KCMR.2024.31.3.177

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참고문헌

키워드

Corporate trustCorporate image기업 신뢰도기업 이미지CSR 진정성CSR authenticityCSR 적합성CSR fitCSR 계획활동CSR initiatives
주제분류경영학

초록

본 연구는 기업의 CSR 이행에 관한 소비자 인식이 소비자 태도와 행동에 미치는 영향을 검증하고자 하였다. 이를 위해 기업이 다양한 차원에서 실행하고 있는 CSR 계획활동이 소비자들이 인지하는 CSR 진정성과 CSR 적합성에 어떤 영향을 미치며, 이러한 영향은 기업 이미지, 기업 신뢰도 및 구매의도와 어떤 관계인지를 살펴보고자 하였다. 설정된 연구모형과 가설들을 검증하기 위해 온라인 설문조사를 통해 회수된 소비자 485명의 설문지를 대상으로 SPSS 프로그램의 요인분석과 AMOS 프로그램의 공분산구조분석을 최종분석에 사용하였다. 실증분석 결과, 기업의 CSR 계획활동은 소비자가 인지하는 CSR 진정성과 CSR 적합성에 긍정적인 영향을 미치는것으로 나타났다. 또한 CSR 진정성과 CSR 적합성은 기업 이미지와 기업 신뢰도에 긍정적인 영향을 미치는 것으로 나타났으며, 이러한 기업이미지와 기업신뢰도는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다.

Abstract

This study sought to verify the impact of consumer awareness of a company's CSR implementation on consumer attitudes and behavior. To this end, we sought to examine how CSR initiatives carried out by companies at various levels affect the CSR authenticity and CSR fit perceived by consumers, and how these impacts are related to corporate image, corporate trust, and purchase intention. To verify the established research model and hypotheses, factor analysis of the SPSS program and covariance structure analysis of the AMOS program were used in the final analysis on the questionnaires of 485 consumers collected through an online survey. As a result of the empirical analysis, it was found that a company's CSR initiatives have a positive effect on the CSR authenticity and CSR fit perceived by consumers. Additionally, CSR authenticity and CSR fit were found to have a positive effect on corporate image and corporate trust, and these corporate image and corporate trust were found to have a positive impact on purchase intention.

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