Earticle

초록

영어

Firms no longer consider corporate social responsibility (CSR) voluntary. Rather, they use it strategically to enhance corporate image and, in turn, increase long-term profits. As the income levels of Chinese consumers increase, they want firms to perform higher level of CSR than before. Therefore, many foreign firms investing in China engage in CSR activity . Today, consumers are easily exposed to news from foreign countries, courtesy of advancements in information technology. Consumer behavior might be affected not only by firms’ CSR activities in their home country, but also those in foreign countries. This study investigates the effect of the CSR crisis in a home country on the purchase intention of foreign consumers. Specifically, we focus on the effect of Korean firms’ domestic CSR crisis on Chinese consumers. We conduct two experimental studies. In the first, we categorize the domestic CSR crisis in Korea into four types and examine their impact on CSR assessment by Chinese consumers. The results show that Chinese consumers assess CSR evaluation negatively with regard to Korean companies’ domestic CSR crisis. Specifically, Chinese consumers rate legal and ethical responsibility crises more negatively than they do philanthropic and environmental responsibility crises. In the second experiment, we examine whether the purchase intension of Chinese customers is negatively affected when a Korean firm engages in social irresponsibility. We also investigate the moderator effects of country image of Korea and consciousness for ethical consumption. We find that Chinese consumers with a good image of Korea are affected by domestic CSR crisis less than those with a bad image of Korea. Moreover, the negative impact of the CSR crisis in Korea is severer for Chinese consumers with high consciousness for ethical consumption. This implies that socially irresponsible domestic activities by firms can affect their business even in foreign countries. Therefore, multinational enterprises should manage domestic CSR not only for domestic business, but also for their worldwide sales.

목차

Abstract
1. 引言
2. 文献研究
2.1 企业社会责任(CSR)
2.2 国家形象(country image)与伦理消费(Ethical Consumption)
3. 研究假设
3.1 CSR危机与消费者评价
3.2 国家形象与伦理消费意识
4. 实验一
4.1 实验目的与实验设计
4.2 样本特征与实验结果
5. 实验二
5.1 实验目的与实验设计
5.2 样本特征与变量测量
5.3 信度效度分析
5.4 国家形象对CSR评价和购买意愿的调节作用
5.5 伦理消费意识对CSR评价和购买意愿的调节作用
6. 结论与启示
6.1 理论贡献与管理启示
6.2 局限性与未来研究方向
参考文献

키워드

저자

• 方亚平 [ 방아평 | 首尔市立大学 工商管理学院 ]
• 表旻灿 [ 표민찬 | 首尔市立大学 工商管理学院 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951