기업의 사회적 책임활동이 신뢰형성에 미치는 영향: 중국 소비자를 중심으로

Abstract

The Effects of Corporate Social Responsibility Activities on the Formation of Trust: Focusing on the Chinese Consumers

By Fang Guang Zhu Advisor : Prof. Park Jong-Chul Ph.D. Department of Business Administration, Graduate School of Chosun University

Since Open Economy of China, The requirement for Corporate Social Responsibility(CSR) is continuously growing in china. Different from the past studies, in this study we postulates that the cosumers` trust play an essential mediating role in the relationship between the four dimensions (economic, legal, ethical, and philanthropic) of corporate social responsibility activities(Park, Jongchul., kim, Kyungjin and Lee, Hanjoon, 2010) and the product/corporate evaluation. Three types of consumer trust: expertise trust, integrity trust and social benevolence trust. The results of data analysis show that the corporate economic responsibility positively influence on the expertise trust, the corporate legal/ethical responsibility positively influence on the integrity trust and the corporate philanthropic responsibility positively influence on the social benevolence trust. Finally, our results indicate that the expertise trust, integrity trust and social benevolence trust have a significant influence on the corporate evaluation. Thus, this study demonstrates that trust indeed plays a mediating role between CSR and the product/corporate evaluation. Key words: Corporate Social Responsibility(economic, legal, ethical, and philanthropic), Trust, Expertise Trust, Integrity Trust, Social Benevolence Trust, Product Evaluation, Corporate Evaluation.