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CSR 활동의 적합성이 소비자 제품 성능 평가에 미치는 영향: CSR 정보 원천과 소비자 전문성의 조절 효과를 중심으로
Effect of the CSR Fit on the Perceived Product Performance and the Moderating Effect of the CSR Information Source and Consumer's Expertise 원문보기

Journal of information technology applications & management = 한국데이타베이스학회지, v.25 no.4, 2018년, pp.41 - 65  

한샤오 (Beijing Data 100 Market Research Company) ,  남인우 (Department of Business Administration, Chung-Ang University)

Abstract ▼ AI-Helper 아이콘AI-Helper

Corporate Social Responsibility (CSR) activities are important tool in corporate management strategies. However, the way that companies conduct CSR activities might bring different effect on consumers. The purpose of this study is to verify the effect of CSR fit (similarity between the firm's CSR ac...

주제어

#CSR Fit   #CSR Information Sources   #Consumer's Expertise   #Perceived Product Performance  

표/그림 (12)

질의응답

핵심어 질문 논문에서 추출한 답변
CSR 관련 연구에서 적합성은 무엇을 나타내는가? CSR 관련 연구에서 주요한 연구 주제 중 하나는 CSR 활동과 기업의 핵심 제품 및 서비스와의 유사성을 나타내는 ‘적합성(fit)’이다. 이 적합성은 CSR 활동 효과를 결정하는 중요한 요인 중의 하나[Forehand and Grier, 2003; Sen and Bhattacharya,2001]로서 많은 연구가 수행되었다.
기업들의 CSR 활동 형태는? Ipsos[2013]에 따르면 77%의 소비자들이 기업이 사회 공헌에 더 많은 노력을 기울여야 한다고 믿고 있으며, 기업들 역시 CSR 활동을 기업 전략의 주요 구성 요소로 받아들이고 있다[Kotler and Lee, 2005]. 기업들은 현금 기부, 현물 기부, 공익 마케팅(cause-related marketing), 기업의 직원들의 사회 봉사활동 등 다양한 형태로 CSR 활동을 하고 있다 [Pelozaand Shang, 2011]. Berner[2005]의 보고서에 따르면 대기업은 CSR 활동에 상당한 투자를 하고 있음을 알 수 있다.
CSR 활동은 활동 동기에 대한 의심이적을 때 가장 효과적이라는 점을 통하여 실무자들은 CSR을 어떻게 활용할 수 있나? 둘째, CSR 활동은 활동 동기에 대한 의심이적을 때 가장 효과적이라는 점은 어떤 형식의 CSR 활동을 선택하고 그에 대한 홍보활동을 어떤 식으로 할 것인지에 대한 시사점을 제공해준다. 실무자들은 본 연구의 결과를 통하여 일반적으로 낮은 적합성의 CSR 활동이 소비자들의 보상 추론을 약화시켜서 기업의 품질 지각을 긍정적으로 이끈다는 점을 이용할 수 있을 것이다. 더 나아가 실무자들은 CSR 활동의 적합성이 낮을 때에는 기업 광고보다 중립적인 원천을 사용하여 CSR 활동을 홍보하는 것이 회사 활동의 순수한 활동 의도를 소비자들에게 이해시키는데 더 효과적 일 수 있다는 것을 활용할 수 있을 것이다.
질의응답 정보가 도움이 되었나요?

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