기업 간 거래에서 파트너의 사회적 책임활동이 지각위험에 미치는 영향과 결과
The Effects of Partner's Corporate Social Responsibility Activities on Perceived Risk in Inter-firm Transactions and Its Consequence
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초록
기존 연구들이 기업의 사회적 책임(corporate social responsibility : 이하 CSR)의 긍정적 역할에 대해서 집중해 왔다면, 본 연구는 기업 간 거래 상황에서 기업의 사회적 책임활동과 지각위험 간의 관계를 규명하여 교환관계에서 부정적 요소를 감소시키는 CSR의 역할을 확인하고자 하였다. 구체적으로 기업 간 거래관계에서 사업수행(business practices) CSR과 자선적(philanthropic) CSR의 2가지 차원이 기업 간 거래에서 지각위험으로 제시된 성과위험과 관계위험에 미치는 영향과 그 결과로 관계지속에 대한 기대를 유도하는지를 실증적으로 검증하였다. 연구 결과 파트너의 CSR활동에 대한 지각은 거래에서의 지각위험을 감소시키고, 궁극적으로 관계에 대한 지속기대를 유도함을 확인했다. 본 연구의 결과는 부정적 요소를 감소시키는 CSR의 역할을 새롭게 조명하여, 이 역할과 관련된 새로운 연구방향을 제시할 것으로 기대한다. 또한 소비자 분야에서 연구되어 오던 지각위험을 기업 간 거래로 확장시켜 정의하고, 기업 간 거래 맥락에서는 개념적으로만 제시되었던 지각위험의 차원을 제시하였다. 마지막으로 지각위험의 원인변수로 기업의 사회적 책임활동을 결과변수로 기업 간 거래에서 사용되어 오던 관계지속에 대한 기대를 제시하여 지각위험 관련 연구의 범위를 확대했다는 공헌이 있다.
Abstract
Extant studies have focused on the positive role of CSR, however, this study investigated the role of CSR in reducing effect of relationship destroying factors on exchange relationship. To test this, the relationship between corporate social responsibility and perceived risk in the exchange relationship was studied. In particular, we confirmed that business practices CSR and philanthropic CSR, which are two dimensions of CSR, reduce perceived risk. and lead to expectation of relationship continuity. As a result, perceived corporate social responsibility activities of partners reduce perceived risk in inter-firm relationship, and perceived risk and expectation of continuity have a negative relationship. This study provides new insight of CSR related to the role of CSR in reducing negative relationship factors. In addition, this study has contributed in terms of defining perceived risk studies of consumer settings in terms of B2B transactions, identifying two dimensions of perceived risk(performance risk, relational risk), which were explained only conceptually in previous research, and empirically investigating effects of performance risk and relational risk.
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