다국적 기업의 국가이미지와 현지 CSR 활동의 상호작용이 현지 구직자에게 미치는 영향: CSR 교육 경험 여부의 조절 효과
The Interaction Effect of Country Image and CSR of MNCs in the Host Country on Apply Intention for Local Job Seekers
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
본 연구는 신호이론과 사회정체성이론을 기반으로 외국계 기업의 국가이미지가 현지 자회사에 대한 현지구직자의 구직의도에 미치는 영향을 알아봄과 동시에 현지 CSR 활동의 조절효과를 제시하고, 나아가 잠재적구직자의 CSR 교육 경험이 국가이미지와 구직의도의 관계에 미치는 CSR 활동의 조절효과에 미치는 영향을살펴보고자 하였다. 이를 위해 136명의 국내 대학생을 대상으로, 가상의 중국기업의 CSR 활동에 대한 시나리오 실험 설계를 진행하였다. 실증분석 결과, 중국에 대한 국가이미지가 호의적일수록 중국기업에 대한구직의도가 증가하며, 중국기업의 국내 CSR 활동은 이러한 국가이미지와 구직의도의 정(+)의 관계를 강화하는 것으로 나타났다. 나아가, 국내 구직자가 CSR 관련 교육 경험이 있을 경우, 중국기업의 국내 CSR 활동이국가이미지와 구직의도의 관계에 미치는 조절효과를 강화하는 것으로 나타났다. 본 연구는 외국계 기업이현지 구직자를 효과적으로 유인할 수 있는 수단으로 국가이미지와 현지 CSR 활동의 역할을 제안하고, 잠재적 구직자의 CSR 교육 경험이 이들의 긍정적 관계를 더욱 강화함을 확인함으로써, 학문적 및 실무적 시사점을 제공할 수 있을 것으로 기대된다.
Abstract
Drawing on signaling and social identity theories, this study examines effects of country image, CSR practices and CSR education on applicants' intention to apply. 136 Korean undergraduate students were solicited to participate in this study and were randomly assigned to three scenarios depicting different levels of a given Chinese firm's CSR practices. The results reveal that Korean applicants who have more favorable country image of China are more likely to apply to the Chinese firm and CSR practices positively moderate the effect of country image on the intention to apply. Furthermore, for potential job seekers who had CSR education, the moderating effect of CSR practices on the relationship between country image and apply intention is strengthened. The result indicates that foreign firms could attract local talent effectively, by a favorable country image and CSR practices and this study suggests the role of CSR education in international human resource management.
참고문헌 (39)
- 김동형, "중소기업의 사회분야 CSR 활동과 CSR 성과: 조직 거버넌스의 매개효과", 경영연구, 36(4), pp.1~20 (2021), 한국산업경영학회[DOI]
- 이양복, "국제화 전략과 자회사의 사회적 책임활동의 관계", 경영연구, 34(1), pp.31~53 (2019), 한국산업경영학회[DOI]
- 홍가혜, "다국적 기업 해외자회사의 현지 CSR 활동이 현지 구직자의구직 의도에 미치는 영향: 국가이미지의 조절효과를 중심으로", 국제경영연구, 29(3), pp.61~84 (2018), 한국국제경영학회[DOI]
- Ashforth, B. E., "Social identity theory and the organization", Academy of Management Review, 14(1), pp.20~39 (1989)
- Bilkey, W. J., "Country-of-origin effects on product evaluations", Journal of International Business Studies, 13(1), pp.89~100 (1982)
- Bowen, H. R., "Social responsibilities of the businessman" (1953), Harper & Row
- Duarte, A. P., "Tell me your socially responsible practices, I will tell you how attractive for recruitment you are! The impact of perceived CSR on organizational attractiveness", Tékhne, 12, pp.22~29 (2014)
- Evans, W. R., "An examination of perceived corporate citizenship, job applicant attraction, and CSR work role definition", Business & Society, 50(3), pp.456~480 (2011)
- 칭지판, "소비자 적개심과 국가이미지가 제품평가에 미치는 영향: 중국과 러시아에 대한 비교연구", 국제경영리뷰, 19(3), pp.105~124 (2015), 한국국제경영관리학회
- Froese, F. J., "Organizational attractiveness of foreign firms in Asia : Soft power matters", Asian Business & Management, 12(3), pp.281~297 (2013)
- Froese, F. J., "Organizational attractiveness of foreign‐based companies : A country of origin perspective", International Journal of Selection and Assessment, 18(3), pp.271~281 (2010)
- Gatewood, R. D., "Corporate image, recruitment image and initial job choice decisions", Academy of Management Journal, 36(2), pp.414~427 (1993)
- Greening, D. W., "Corporate social performance as a competitive advantage in attracting a quality workforce", Business &Society, 39(3), pp.254~280 (2000)
- Hassan, Y., "Facets of business excellence in IT (Vol. 2)", pp.629~638 (2018), Bloomsbury Prime
- Hayes, A. F., "Introduction to mediation, moderation, and conditional process analysis:A regression-based approach" (2013), Guilford Publications
- Held, K., "The influence of images on organizational attractiveness : Comparing Chinese, Russian and US companies in Germany", The International Journal of Human Resource Management, 29(3), pp.510~548 (2018)
- Highhouse, S., "Social-identity functions of attraction to organizations", Organizational Behavior and Human Decision Processes, 103(1), pp.134~146 (2007)
- Hong, G., "Overcoming country-of-origin image constraints on hiring : the moderating role of CSR", Asian Business & Management, 16(4), pp.253~271 (2017)
- Husted, B. W., "Corporate social responsibility in the multinational enterprise : Strategic and institutional approaches", Journal of International Business Studies, 37(6), pp.838~849 (2006)
- Jones, D. A., "Does serving the community also serve the company? Using organizational identification and social exchange theories to understand employee responses to a volunteerism programme", Journal of Occupational and Organizational Psychology, 83(4), pp.857~878 (2010)
- Jones, D. A., "Why are job seekers attracted by corporate social performance? Experimental and field tests of three signal-based mechanisms", Academy of Management Journal, 57(2), pp.383~404 (2014)
- Kim, S. Y., "Corporate social responsibility as an organizational attractiveness for prospective public relations practitioners", Journal of Business Ethics, 103(4), pp.639~653 (2011)
- Laroche, M., "The influence of country image structure on consumer evaluations of foreign products", International Marketing Review, 22(1), pp.96~115 (2005)
- Li, D., "The asymmetric influence of cognitive and affective country image on rational and experiential purchases", European Journal of Marketing, 48(11, pp.12) (2000), 2153~2175
- Luo, Y., "Liabilities of foreignness : Concepts, constructs, and consequences", Journal of International Management, 8(3), pp.217~221 (2002)
- Martin, I. M., "Measuring a multi-dimensional construct : Country image", Journal of Business Research, 28(3), pp.191~210 (1993)
- Nagashima, A., "A comparison of Japanese and US attitudes toward foreign products", Journal of Marketing, 34(1), pp.68~74 (1970)
- Newburry, W., "Employer attractiveness in Latin America : The association among foreignness, internationalization and talent recruitment", Journal of International Management, 20(3), pp.327~344 (2014)
- Pappu, R., "Country image and consumer-based brand equity : Relationships and implications for international marketing", Journal of International Business Studies, 38, pp.726~745 (2007)
- Porter, M. E., "The link between competitive advantage and corporate social responsibility", Harvard Business Review, 84(12), pp.78~92 (2006)
- Roth, K. P., "Advancing the country image construct", Journal of Business Research, 62(7), pp.726~740 (2009)
- Rynes, S. L., "Handbook of industrial and organizational psychology", pp.399~444 (1991), Consulting Psychologists
- Scherer, A. G., "The new political role of business in a globalized world : A review of a new perspective on CSR and its implications for the firm, governance, and democracy", Journal of Management Studies, 48(4), pp.899~931 (2011)
- Tajfel, H., "Social identity and intergroup behaviour", Social Science Information, 13(2), pp.65~93 (1974)
- Verlegh, P. W., "A review and meta-analysis of country-of-origin research", Journal of Economic Psychology, 20(5), pp.521~546 (1999)
- Walsh, J. P., "Managerial and organizational cognition : Notes from a trip down memory lane", Organization Science, 6(3), pp.280~321 (1995)
- Wang, C. L., "Country image, product image and consumer purchase intention : Evidence from an emerging economy", International Business Review, 21(6), pp.1041~1051 (2012)
- Wood, D. J., "Corporate social performance revisited", Academy of Management Review, 16(4), pp.691~718 (1991)
- Zalesny, M. D., "Extending the social information processing perspective : New links to attitudes, behaviors, and perceptions", Organizational Behavior and Human Decision Processes, 47(2), pp.205~246 (1990)