Earticle

초록

영어

This study aims to empirically explore whether consumers’ perception of corporate social responsibility (CSR) in fact affects the evaluation of product, and if the willingness to participate in corporate social responsibility (CSR) activities acts as a mediator in this relationship The findings show that more favorable perceptions of corporate social responsibility (CSR) are related to more favorable product evaluations, and that the willingness to engage in corporate social responsibility (CSR) activities partially mediates this relationship. But, the type of feedback did not significantly moderate between willingness to engage and product evaluation. The study has theoretical and practical implications for shaping corporate social messaging strategy through the explanation of the dynamics between the corporate social responsibility (CSR) perception, willingness to engage, and the type of feedback.

목차

Abstract
1. Introduction
2. Literature Review
2.1 Corporate social responsibility (CSR) & Feedback Type
3. Research Model and Hypotheses
3.1 Research Model
3.2Hypotheses
4. Method
4.1 Operational Definitions and Measurement of Variables
4.2 Data Collection and Analysis Method
5. Result
5.1 Analysis of Demographic Characteristics
5.2 Reliability Analysis
5.3 Validity Analysis
5.4 Hypothesis Testing
6. Discussion
6.1 Conclusion & Implications
6.2 Limitations and Future Research Directions
References

키워드

저자

• Sunnyoung Lee [ Teaching Professor, Department of Business Administration, Dongguk University, Korea ] Corresponding Author
• Kwan Ho Park [ Master’s Student, Department of Business Administration, Sungkyunkwan University, Korea ]
• Seungwon Choi [ Undergraduate Student, Department of Media and Communication, Dongguk University, Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380