Earticle

초록

영어

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 activities and the firm's core products or technologies) on the consumers’ evaluation on product performance. In addition to the main effects of CSR fit on perceived product performance, and we also examined how this effect changes when CSR information source and consumer expertise are involved as control variables. Study 1 of this research was conducted with US consumers and study 2 was with Chinese consumers. Experimental results show that consumers’ perceive product performance is better when the fit between CSR activities and firm's core products or technologies is low than the fit is high. When CSR information sources are neutral sources, consumers perceive product performance to be better when the fit between the firm’s CSR activities and the firm's core products or technologies is low than the fit is high. However when CSR information was delivered by company’s source like nadvertisement, such difference disappears. This study also show that the higher the customer's expertise, the better the product performance was perceived for high-fit CSR activities. On the other hand, the lower the consumer's expertise, the better perceived product performancewas perceived for low-fit CSR activities.

목차

Abstract
1. 서론
1.1 연구 배경 및 목적
2. 이론적 배경
2.1 기업 사회적 책임 활동의 정의
2.2 CSR 활동과 지각된 제품 성능
2.4 CSR 활동 정보 원천(source)의 유형
2.5 소비자의 전문성
3. 연구 가설 및 모형
3.1 연구 가설 설정
3.2 연구 모형 설정
4. 실증 연구
4.1 변수의 조작
4.2 실험 1
4.3 실험 2
5. 결론 및 논의
5.1 연구 요약 및 결론
5.2 연구의 시사점과 한계점
References

키워드

저자

• 한샤오 [ Xiao Han | Researcher, Beijing Data 100 Market Research Company ]
• 남인우 [ Inwoo Nam | Professor, Department of Business Administration, Chung-Ang University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005