기업 CSR활동의 동기와 속성 요인에 대한 소비자의 인식이 CSR진정성과 기업 태도에 미치는 영향에 관한 연구

초록

Purpose: In order to delve into the complex nature of the effects of CSR authenticity, this study incorporated both motivational factors and attribute factors in examining causal relationships between CSR authenticity and corporate attitude. In addition, this study introduces two seemingly influential factors, interpersonal relationship orientation and need for cognition, to better understand the effects of antecedents to CSR authenticity and the resulting impact on company attitude. Research design, data, and methodology: Based on demographic samples, 298 were used for the final questionnaire analysis. Structural equation model and multi-group analysis were conducted using the SPSS-AMOS 18 program. Results: First, it was found out that value-driven motives had a positive effect on CSR authenticity while egoistic motives negatively affected CSR authenticity. On the other hand, the effects of stakeholder-driven motives and strategic motives were not found to be statistically significant. The four attribute factors (consistency, fit, impact and differentiation) were found to have significant effects on CSR authenticity. Second, a moderating effect of interpersonal relationship orientation was significant for value-driven and egoistic motives, but not significant for stakeholder-driven and strategic motives. Third, a moderating effect of interpersonal relationship orientation was significant for value-driven and egoistic motives, but not significant for stakeholder-driven and strategic motives. Finally, it was found that the effects of three attribute factors (i.e., consistency, impact and fit) are moderated by consumers’ need for cognition. Conclusions: As described above, this study comprehensively looked at the effects of predictors affecting consumer responses to the authenticity of corporate CSR activities. In particular, the contribution point can be found in that it broadened the understanding of the authenticity of CSR activities by examining the influence of interpersonal orientation and cognitive desire to control the effects of motivation and attribute factors.

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