기업의 사회공헌활동 동기유형이 소비자 반응에 미치는 효과

Abstract

ABSTRACT

The Effects of the Motivation Type toward CSR on Consumer Response by Lim, Soon-Yi Advisor: Park, Jong-Chul, Ph. D. Graduate School of Business Administration, Chosun University

Interesting issue in corporate social responsibility(CSR) studies is consumers' motivation inference toward company's social initiatives. Actually, recent studies have treated consumers' perceptions of corporate motives as moderators that alter the relationship between corporate social responsibilities(CSR) and consumer responses. But, understanding of how consumer suspiciousness as captured by negative perceptions of corporate motives affects consumer evaluation variables is still limited. So, this study investigated whether consumers' perceptions of motives influence consumer responses to corporate social responsibility(CSR). Namely, this research examined the influence of consumers' attributions on corporate evaluation in response to corporate social responsibility activities. The results of data analysis show that the values-driven attributions positively influence on the corporate evaluation and strategic-driven attributions negatively influence on the corporate evaluation.