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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.37 no.5, 2013년, pp.631 - 644
안수경 (창원대학교 생활과학연구소)
This study investigates the gaps between ideal and actual corporate social responsibility (CSR) by comparing levels of CSR perceptions and examining the relationship differences between CSR perception, perceived quality, and affective trust from a consumer perspective. Data from 315 adult samples we...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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소비자가 기대하는 이상적인 CSR과 실제 CSR이 일치하지 않는다면 어떤 결과가 나타나는가? | 이것은 마치 기대불일치 이론(Oliver, 1980)에서 소비자가제품을경험할때그들이제품으로부터기대한수준과비교하여일치하는가아닌가에따라만족과불만족을 결정하는 메커니즘과 같은 맥락으로 이해할 수 있다. 만일 소비자가 기대하는 이상적인 CSR과 실제 CSR이 일치하지않는다면소비자는기업의 CSR 활동자체는물론 기업이나 그 제품에 대해 불만족과 부정적인 태도를 갖게 될 것이며 이는 기업성과에 영향을 미치게 될 것이다. | |
CSR은 무엇인가? | CSR은 사회에대해긍정적인영향력을발휘하고부정적인 영향을 최소화하기 위한 기업의 책임이다(Pride & Ferrell, 2006). 이 책임은 기업의 다양한 이해관계자와 관련되어있기때문에많은기관과연구자들이제안한 CSR 정의는 그 책임의 대상으로서의 이해관계자를 언급하고 있다(Ahn & Ryou, 2011; Capriotti & Moreno, 2007; Vaaland et al. | |
기업이 소비자와의 긍정적이고 돈독한 관계를 위해 더 많은 노력과 자원을 CSR 이니셔티브에 쏟고 있는 이유는 무엇인가? | , 2010), 특히 소비자와의 긍정적이고 돈독한 관계를 위해 더 많은 노력과 자원을 CSR 이니셔티브에 쏟고 있다(Bhattacharya & Sen, 2004). 이는 CSR 이 소비자의 구매의도나 기업과 제품에 대한 전반적인 평가에 영향을 주며(Brown & Dacin, 1997; Creyer & Ross, 1997; Folks & Kamins, 1999), 기업에 대한 인상을 형성하는데가장중요하게고려하는항목이기때문이다(Daw- kins & Lewis, 2003). 다수의 여론조사에서 소비자들이 CSR과 관련된 브랜드로의 전환의사를 밝히거나 구매 결정에 중요한 요인이라고 응답하여 이를 뒷받침하고 있다(Bhattacharya & Sen, 2004). |
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