A mediating role of social capital between corporate social responsibility and corporate reputation: Perception of local university on CSR of KHNP

Jae-Hun JOO 한국유통과학회 2020 The Journal of Industrial Distribution & Business( Vol.11 No.3

Purpose: Most of all studies regarding corporate social responsibility have been dealing with its direct performance. Many previous studies provided the evidence that corporate social responsibility activities directly affect firms‘ competitiveness or corporate reputation. However, there are no studies regarding the role of social capital between corporate social responsibility and firms‘ competitiveness. The present study aims to examine a mediating role of social capital between corporate social responsibility and corporate reputation. Research design, data and methodology: The structural equation model integrating corporate social responsibility, social capital, and corporate reputation was proposed with three hypotheses. Questionnaire including 15 question items for three concepts was designed. Data for testing hypotheses were collected from students and staff who had experienced the social responsibility activities of Korea Hydro & Nuclear Co. Ltd. SPSS and SmartPLS were used to analyze data. Results: All three hypotheses were supported at the significance level of 0.01. Corporate social responsibility have a significant influence on social capital as well as corporate reputation. Social capital plays a mediating role in the relationship between corporate social responsibility and corporate reputation. Conclusions: The present paper identified a missing link between corporate social responsibility and corporate reputation by validating an indirect effect of corporate social responsibility on corporate reputation through social capital. The present study contributes to finding the indirect link between corporate social responsibility and corporate reputation. Implications for academics and practitioners. The research model can be extended to analyze the relationship between corporate social responsibility and its performance. The present study sheds light on identification of a new role of social capital. Managers of firms have the opportunity to recognize the fact that investment recovery of corporate social responsibility results from social capital and corporate reputation in long-term rather than short-term. The results of this study offers an insight that managers can enhance customer loyalty. The process linking corporate social responsibility to corporate reputation through social capital implies that firms can realize spiritual marketing delivering authentic storytelling through corporate social responsibility. The present study has a limitation for generalizing of research results because the sampling came from a case of firm.

The Effects of the Perceived Motivation Type toward Corporate Social Responsibility Activities on Customer Loyalty

김경진,박종철 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.3

Corporate social responsibility (CSR) activities have been shown to be potential factors that can improve corporate image and increase the ability of corporations to compete. However, most previous studies related to CSR activities investigated how these activities influence product and corporate evaluation, as well as corporate image. In addition, some researchers treated consumers’ perceptions of corporate motives as moderator variables in evaluating the relationship between corporate social responsibilities and consumer response. However, motive‐based theories have some weaknesses. Corporate social responsibility activities cause two motives(egoistic vs. altruistic) for consumers, but recently, Vlachos et al. (2008) argued that these motives should be segmented. Thus, it is possible to transform the original theory into a modified theory model (persuasion knowledge model, PKM). Vlachos et al. (2008) segmented corporate social responsibility motives into four types and compared the effects of these motives on customer loyalty. Prior studies have proved that CSR activities with positive motives have positive influences on customer loyalty. However, the psychological reasons underlying this finding have not been determined empirically. Thus, the objectives of this research are twofold. First, we attempt to determine why most customers favor companies that they feel have positive motives for their corporate social responsibility activities. Second, we attempt to measure the effects of consumers’ reciprocity when society benefits from corporate social responsibility activities. The following research hypotheses are constructed. H1: Values‐driven motives for corporate social responsibility activities have a positive influence on the perceived reciprocity. H2: Stakeholder‐driven motives for corporate social responsibility activities have a negative influence on the perceived reciprocity. H3: Egoistic‐driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H4: Strategic‐driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H5: Perceived reciprocity for corporate social responsibility activities has a positive influence on consumer loyalty. A single company is selected as a research subject to understand how the motives behind corporate social responsibility influence consumers’ perceived reciprocity and customer loyalty. A total sample of 200 respondents was selected for a pilot test. In addition, to ensure a consistent response, we ensured that the respondents were older than 20 years of age. The surveys of 172 respondents (males‐82, females‐90) were analyzed after 28 invalid questionnaires were excluded. Based on our cutoff criteria, the model fit the data reasonably well. Values‐driven motives for corporate social responsibility activities had a positive effect on perceived reciprocity (t = 6.75, p < .001), supporting H1. Morales (2005) also found that consumers appreciate a company’s social responsibility efforts and the benefits provided by these efforts to society. Stakeholder‐driven motives for corporate social responsibility activities did not affect perceived reciprocity (t = ‐.049, p > .05). Thus, H2 was rejected. Egoistic‐driven motives (t = ‐3.11, p < .05) and strategic‐driven (t = ‐4.65, p < .05) motives had a negative influence on perceived reciprocity, supporting H3 and H4, respectively. Furthermore, perceived reciprocity had a positive influence on consumer loyalty (t = 4.24, p < .05), supporting H5. Thus, compared with the general public, undergraduate students appear to be more influenced by egoistic‐driven motives. We draw the following conclusions from our research findings. First, value‐driven attributions have a positive influence on perceived reciprocity. However, stakeholder‐driven attributions have no significant effects on perceived reciproc... Corporate social responsibility (CSR) activities have been shown to be potential factors that can improve corporate image and increase the ability of corporations to compete. However, most previous studies related to CSR activities investigated how these activities influence product and corporate evaluation, as well as corporate image. In addition, some researchers treated consumers’ perceptions of corporate motives as moderator variables in evaluating the relationship between corporate social responsibilities and consumer response. However, motive‐based theories have some weaknesses. Corporate social responsibility activities cause two motives(egoistic vs. altruistic) for consumers, but recently, Vlachos et al. (2008) argued that these motives should be segmented. Thus, it is possible to transform the original theory into a modified theory model (persuasion knowledge model, PKM). Vlachos et al. (2008) segmented corporate social responsibility motives into four types and compared the effects of these motives on customer loyalty. Prior studies have proved that CSR activities with positive motives have positive influences on customer loyalty. However, the psychological reasons underlying this finding have not been determined empirically. Thus, the objectives of this research are twofold. First, we attempt to determine why most customers favor companies that they feel have positive motives for their corporate social responsibility activities. Second, we attempt to measure the effects of consumers’ reciprocity when society benefits from corporate social responsibility activities. The following research hypotheses are constructed. H1: Values‐driven motives for corporate social responsibility activities have a positive influence on the perceived reciprocity. H2: Stakeholder‐driven motives for corporate social responsibility activities have a negative influence on the perceived reciprocity. H3: Egoistic‐driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H4: Strategic‐driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H5: Perceived reciprocity for corporate social responsibility activities has a positive influence on consumer loyalty. A single company is selected as a research subject to understand how the motives behind corporate social responsibility influence consumers’ perceived reciprocity and customer loyalty. A total sample of 200 respondents was selected for a pilot test. In addition, to ensure a consistent response, we ensured that the respondents were older than 20 years of age. The surveys of 172 respondents (males‐82, females‐90) were analyzed after 28 invalid questionnaires were excluded. Based on our cutoff criteria, the model fit the data reasonably well. Values‐driven motives for corporate social responsibility activities had a positive effect on perceived reciprocity (t = 6.75, p < .001), supporting H1. Morales (2005) also found that consumers appreciate a company’s social responsibility efforts and the benefits provided by these efforts to society. Stakeholder‐driven motives for corporate social responsibility activities did not affect perceived reciprocity (t = ‐.049, p > .05). Thus, H2 was rejected. Egoistic‐driven motives (t = ‐3.11, p < .05) and strategic‐driven (t = ‐4.65, p < .05) motives had a negative influence on perceived reciprocity, supporting H3 and H4, respectively. Furthermore, perceived reciprocity had a positive influence on consumer loyalty (t = 4.24, p < .05), supporting H5. Thus, compared with the general public, undergraduate students appear to be more influenced by egoistic‐driven motives. We draw the following conclusions from our research findings. First, value‐driven attributions have a positive influence on perceived reciprocity. However, stakeholder‐driven attributions have no significant effects on perceived reciprocity...

사회적 기업과 기업의 사회적 책임의 관련성에 관한 소고

강영기 ( Young Ki Kang ) 안암법학회 2012 안암 법학 Vol.0 No.39

Social enterprise is a new business model was born in order to solve the unemployment and public interest issues arising from the contradictions of capitalist society, in the presence of a certain order to return to society the most of the revenue, and to contribute to society. It is not to hire for corporate activities, an organization that is working to employ, is where the relationship between corporate social responsibility and the existence of this social enterprise is a concern. If say roughly, for the reason for social enterprises has emerged here, have not played a general corporate that is a social existence, have a social responsibility as corporate citizen. Originally, members of society should play a responsible for the survival and maintaining of the entire community. and then, It appeared to be a social enterprise to play a role so that instead of the general corporate, And if so, if you play decent social responsibility of corporate as a corporate citizen, the survival and maintenance of the entire community is carried out smoothly, and the current existence of a form of social enterprise will become unnecessary. Thus, the need for discipline by the configuration logical theories about corporate social responsibility comes increased. Conditions necessary for such resolution is as follow: First, the original purpose of the enterprise in accordance with company business with the autonomy to lead, but in the realization of social justice, corporate citizenship is required to perform duties faithfully, To do this, first of all, this requires the formation of a Consensus of community members on the first corporate citizen. Second, the traditional corporate social responsibility have been discussed mainly the large companies. But I think it should be applied regardless of the scale of the company. Of course, there would be difference of content and extent of social responsibility, if that contains the contents of awareness of social responsibility to the heart of the business enterprise to carry out, the need for classification by the size of the company for less, corporate social responsibility is need to recognized and to expand it until the contents, including small and medium enterprises. Third, in recent Europe there is a movement to try to provide a framework for a single concept of corporate social responsibility through the integration of traditional debate. If a single logical system is provided, as expected norms of influence will increase. Results of the review, but may be disciplined by legislation if necessary, in case it is difficult to apply the law, you are able to apply corporate social responsibility. and then, I think it can be resolved through the recognition if corporate social responsibility is used as the norm would be possible, as like soft law as a kind of behavioral principles on corporate social responsibility. Under this perception, but a little rough overview of the words, corporate social responsibility is the responsibility of the company on a contract that should be borne as a member of the entire community, regardless of whether the provision of legal. In cases where the said provisions on corporate social responsibility by law, shall ensure responsibilities as a corporate citizen. Of course, if the contents of the responsibility of the directors as set forth on the form of legal provisions, which can be resolved as a matter of breach of duty of directors. And also, through the construction of the internal control system of the company, it could lead to link company law and corporate social responsibility, for example, through the form of norms soft law, consistent with social justice for the maintenance and survival of the entire community social responsibility can lead to results that would. As a result, corporate social responsibility, at least, it is able to be expected to function through the form of soft law, to act as the norm for sustainable survival and maintenance of entire community and company. As far as can be interpreted in this way, be said corporate social responsibility is a matter of law area.

소비자의 기업평가에 있어서 기업과 소비자의 사회적 책임활동의 상호작용효과

박상준(Sang-June Park),변지연(Ji-yeon Byun) 한국경영과학회 2012 經營 科學 Vol.29 No.2

Business firms and consumers exist within a society, and their activities influence a society, because they are not separated from a society. Thus, consumers as well as business firms have been asked to conduct socially responsible actions (i.e., environmentally friendly production and socially friendly activities). Previous researchers have investigated on the relationship between corporate social responsibilities and business performances. For example, researchers have analyzed the effects of corporate social responsibility on consumer’s corporate evaluations. The corporate social responsibility is commonly classified into the three dimensions (economic, social, and environmental responsibility). In this paper, we demonstrated that the consumer social responsibility can also be classified into the three dimensions. Previous researchers have shown that the three dimensions of corporate social responsibility influence consumer’s corporate evaluation. However, they have not considered the interaction effect of the corporate social responsibility and the consumer social responsibility on consumers’ corporate evaluation. Different from the past studies, this study investigated on the interaction effect of consumer social responsibility (economic, social, environmental responsibility) and corporate social responsibility (economic, social, environmental responsibility) on consumer’s corporate evaluation. For the study, we collected survey data of 200 consumers and analyzed the interaction effect with ANOVAs. The result showed that the three dimensions of social responsibility to both corporate and consumers influence positively the corporate evaluation. They also showed that the interaction effect of consumer responsibility and corporate responsibility on the corporate evaluation was statistically significant. This implies that it is necessary for corporate to conduct corporate social responsibility differently depending on consumer’s activity for consumer social responsibility.

중국 기업의 사회적 책임에 관한 사회책임위원회제도의 도입 검토

이홍욱,손영기 한중법학회 2010 中國法硏究 Vol.14 No.-

The concept of “Corporate Social Responsibility”was introduced in China after reform and openness Particularly, joining WTO in 2001 and the globalization of the economy have decisive effect on emerging the concept of corporate social responsibility in earnest. In China, the unique form of corporate social responsibility, which is different from other capitalist countries, had existed from the past, but has developed in a different way on the basis of the unique economy system derived from social responsibility. After corporate social responsibility was stipulated under Article 5 of amended Chinese Company Law of 2005, the discussion on the way how to impose social responsibility to a company has been carried on considerably at the various fields. Especially, the positive response of economic community to it as competitively announcing the reports on it will represent the company’s decision and actions. Chinese government and leaders also emphasize corporate social responsibility in the political document or discourse as an important issue. Overall, the discussion can be seen that a particular corporate or country tends to deal with corporate social responsibility politically, or to manage it at the international level as a strategic way. In fact, the corporate social responsibility is a macro-social responsibility basically, involving economic and political features. However, it does not regulate the specific behavior of the company effectively, as well as it does not carry effective and preventive binding measures to make miro-management decisions, though its surface feature is frightening as a “tiger without teeth.” Besides, the corporate social responsibility report each company announced has become a new type of company advertisement. In order to become it as a “tiger with teeth”, therefore, academia, economic and legal community should continuously make an effort to research on it. In China, most legal scholars still raise a question whether the corporate social responsibility stipulated in Article 5 of new Chinese Company Law could be a trial nom, because they consider that it only exists in the moral provision or legal principle. Then, how a company could realize corporate social responsibility in the process to make a management decision? A company should take priority to acknowledge the validity of corporate social responsibility as a trial nom. Based on it, the company should find rational solutions how to implement the corporate social responsibility. To establish Committee of Social Responsibility under board of directors of a company or to improve corporate governance could be one of the solutions.

The Effects of the Perceived Motivation Type toward Corporate Social Responsibility Activities on Customer Loyalty

Kyungjin Kim,Jongchul Park 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.3

企业社会责任活动已被认为是提高企业象和企业竞争力的一个潜在因素。 然而, 先前大部分关于企业社会责任活动的硏究是主要针对的是这些活动如何影响影响对产品, 企业以及企业形象的评价的评价。 另外, 一些学者将消费者对企业动机的感知作为企业社会责任和消费者反应之间直接关系中的调解变量。 然而, 动机理论和相关的硏究存在一些缺点。 对消费者, 企业社会责任活动只有两个动机, 但最近, Vlachos等人(2008) 认为这些动机应该细分。 因此,它有可能从原有理论发展为修正理论模型(说服, 个人知识管理(PKM)。 Vlachos等人(2008) 将业社会责任动机细分四种类型, 并尝试发现这些动机在影响程顾客种程度方面的作用以及不同。 以前的硏究已经证明具有积极动机会对的社会责任活动会有积极的影响。 但并没有买证地解释其心理原因。 因此本硏究適目的是双重的。第一, 本硏究试图发现顾客为什么会在他们感受到企业社会活动的积极动机的情况下表达他们的感激。 第二, 本硏究试图测试当社会从企业社会责任活动已中获得利益时与消费者的回报的效果。 以下是本硏究的假设: H1: 企业社会责任活动的价值驱使的动机积极影响认知的对等对于互惠的期待。 H2: 企业社会责任活动的參股者驱使的动机消极影响于互惠的期待认知的对等。 H3: 企业社会责任活动的利已驱使的动机消极影响于互惠的期待认知的对等。 H4: 企业社会责任活动的战略驱使的动机消极影响对于互惠的期待认知的对等。 H5: 对企业社会责任活动的互惠的期待认知的对等积极影响消费者忠诚度。 我们选择了一个公司作为硏究对象来理解企业社会责任活动的动机是如何影响于互惠的期待认知的对等和顾客忠诚度。 总样本为100名受访者被选为试验测试。 此外, 为了获得一致的回㚆, 我们保证所有的受访者都超过20岁。本调查中, 在排除了28份无效问卷以后, 总受访者是172名 (82名男性, 90名 女性)。 基于截至标准, 数据和模型的适配度良好。 在观察结果以后, 企业社会责任活动的价值驱使的动机对于互惠的期待认知的对等有积极的影响(t=6.75, p<.001), 假设1被证明。 Morales (2005)也指出消费者的确感激企业对社会所做出的努力以及对社会所给予的利益。 而且企业社会责任活动的參股者驱使的动机对于互惠的期待认知的对等没有影响(t= -.049, p> .05)。 因此, 假设2被拒绝。 我们可以用符合论来解释这个结果。 利己驱使动机(t= -3.11, p < .05)知战略驱使的动机(t= -4.65, p < .05) 对认知的对符有消极影响。 因此H3和H4被证明。 而且认知的对符积极影响消费者的忠诚度(t= 4.24, p< .05), H5被证明。 从结果中看, 与大众群߮ Corporate social responsibility (CSR) activities have been shown to be potential factors that can improve corporate image and increase the ability of corporations to compete. However, most previous studies related to CSR activities investigated how these activities influence product and corporate evaluation, as well as corporate image. In addition, some researchers treated consumers' perceptions of corporate motives as moderator variables in evaluating the relationship between corporate social responsibilities and consumer response. However, motive-based theories have some weaknesses. Corporate social responsibility activities cause two motives(egoistic vs. altruistic) for consumers, but recently, Vlachos et al. (2008) argued that these motives should be segmented. Thus, it is possible to transform the original theory into a modified theory model (persuasion knowledge model, PKM). Vlachos et al. (2008) segmented corporate social responsibility motives into four types and compared the effects of these motives on customer loyalty. Prior studies have proved that CSR activities with positive motives have positive influences on customer loyalty. However, the psychological reasons underlying this finding have not been determined empirically. Thus, the objectives of this research are twofold. First, we attempt to determine why most customers favor companies that they feel have positive motives for their corporate social responsibility activities. Second, we attempt to measure the effects of consumers' reciprocity when society benefits from corporate social responsibility activities. The following research hypotheses are constructed. H1: Values-driven motives for corporate social responsibility activities have a positive influence on the perceived reciprocity. H2: Stakeholder-driven motives for corporate social responsibility activities have a negative influence on the perceived reciprocity. H3: Egoistic-driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H4: Strategic-driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H5: Perceived reciprocity for corporate social responsibility activities has a positive influence on consumer loyalty. A single company is selected as a research subject to understand how the motives behind corporate social responsibility influence consumers' perceived reciprocity and customer loyalty. A total sample of 200 respondents was selected for a pilot test. In addition, to ensure a consistent response, was ensured that the respondents were older than 20 years of age. The surveys of 172 respondents (males-82, females-90) were analyzed after 28 invalid questionnaires were excluded. Based on our cutoff criteria, the model fit the data reasonably well. Values-driven motives for corporate social responsibility activities had a positive effect on perceived reciprocity (t = 6.75, p < .001), supporting H1. Morales (2005) also found that consumers appreciate a company's social responsibility efforts and the benefits provided by these efforts to society. Stakeholder-driven motives for corporate social responsibility activities did not affect perceived reciprocity (t = -.049, p > .05). Thus, H2 was rejected. Egoistic-driven motives (t= -3.11, p < .05) and strategic-driven (t= -4.65, p < .05) motives had a negative influence on perceived reciprocity, supporting H3 and H4, respectively. Furthermore, perceived reciprocity had a positive influence on consumer loyalty (t= 4.24, p < .05), supporting H5. Thus, compared with the general public, undergraduate students appear to be more influenced by egoistic-driven motives. We draw the following conclusions from our research findings. Fires, Value-driven attributions have a positive influence on perceived reciprocity. However, stakeholder-driven attributions have no significant effects on perceived reciprocity. Moreover, both egoistic-driven att

기업의 사회적 책임 활동이 중국 소비자의 인식과행동적 반응에 미치는 영향

하의의 ( Yiyi He ),이혜미 ( Hyemi Lee ) 한국소비자학회 2016 소비자학연구 Vol.27 No.3

본 연구는 중국 소비자들을 대상으로 기업의 사회적 책임 활동이 소비자 인식과 행동적 반응에 어떠한 영향을 미치며, 이러한 영향이 소비자의 자본주의적 태도에 따라 어떻게 달라질 수 있는지 살펴보았다. 기업의 사회적 책임 활동은 경제적 책임, 법적 책임, 윤리적 책임, 자선적 책임으로 구성되며, 소비자 인식은 기업 평판과 기업 태도를 중심으로 살펴보았고, 소비자의 행동적 반응은 구매의도로 측정되었다. 본 연구를 위해 중국의 베이징과 상하이 지역에 거주하는 20대~50대 소비자 387명을 대상으로 설문조사를 실시하였다. 연구의 주요 결과를 요약하면 다음과 같다. 첫째, 소비자 인식의 하위 요인인 기업 평판의 경우, 윤리적 책임을 제외한 경제적, 법적, 자선적 책임이 기업 평판에 긍정적인 영향을 미치는 것으로 나타났고, 소비자 인식의 또 다른 하위 요인인 기업 태도의 경우, 경제적 책임과 자선적 책임이 기업 태도에 긍정적인 영향을 미치는 것으로 확인되었다. 둘째, 기업의 사회적 책임 활동 중 경제적 책임, 윤리적 책임, 자선적 책임이 소비자의 구매 의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 기업 평판 및 기업 태도는 구매 의도에 긍정적인 영향을 미치는 것으로 확인되었다. 넷째, 소비자의 자본주의적 태도는 기업의 사회적 책임과 소비자 인식 및 소비자의 행동적 반응 간의 관계를 유의미하게 조절하지 않는 것으로 나타났다. 본 연구의 결과를 바탕으로 중국 내 기업들의 사회적 책임 활동에 대한 시사점을 제시하였다. With the rapid progress of globalization, the interest in Corporate Social Responsibility has increased and expanded into a global scale from the Chinese corporations to the world. As the Chinese consumers pay attentions to corporate social responsibility, the corporate social response activities become emphasized. Therefore, this study is designed to focus on how the social responsibility activities of corporations influence the awareness and response of the Chinese consumers. The results of this study are as follows. First of all, on the result analysis from the influences of corporate social responsibility activities on consumer awareness, it was found that economic responsibility, legal responsibility, charitable responsibility, all except for ethical responsibility, gave positive influences on corporate reputation in the case of corporate reputation as a sub-factor of consumer awareness. In the case of corporate attitude as a sub-factor of consumer awareness, economic responsibility and charitable responsibility were found to give positive influences on corporate attitude except for legal responsibility and ethical responsibility. Therefore, such results confirmed that corporate social responsibility activities affect consumer awareness. Secondly, on the result analysis from the influences of corporate social responsibility activities on consumer response, it was found that they gave positive influences on economic responsibility, ethical responsibility, and charitable responsibility except for legal responsibility. Among them, economical responsibility was the most influential element in consumer response compared to ethical responsibility. Thirdly, on the result analysis from the influences of consumer awareness on consumer response, it was found that the Chinese consumers had positive influences on purchase intentions from corporate reputation. In the case of corporate reputation as a sub-factor of consumer awareness, corporate attitude had significant influence on purchase intentions, and the Chinese consumers`` purchase intentions were positively impacted through good, favorable, and positive images on corporate reputation. Therefore, such results showed the influences of consumer awareness on consumer response. Fourthly, on the result analysis from the influences of capitalistic attitude on consumer awareness by interacting with corporate social responsibility, it was found that the corporate social responsibility according to capitalistic attitude did not influence consumer awareness at all. Although the attention on social responsibility activities related to the unique characteristics in China, such as the scientific development perspective, harmonious society, and sustainable development that emerged since 2002, it was found that capitalism over a ‘socialistic market economy” policy was not influential and suitable for the current Chinese circumstances. Fifthly, on the result analysis from the influences of capitalistic attitude on consumer awareness by interacting with corporate social responsibility, it was found that the corporate social responsibility according to capitalistic attitude also did not influence consumer response at all. Just like consumer awareness, it was found that capitalism over a ‘socialistic market economy” policy with the unique characteristics in China was not influential and suitable for the current Chinese circumstances either.

사회적 책임활동과 기업가치의 연관성: KEJI와 KSI 통합 분석

박상준,백재승 한국기업경영학회 2017 기업경영연구 Vol.24 No.2

Recent developments in the world economy raise concerns that corporate social responsibility under modern capitalism can be a key strategic management factor influencing firm value and performance. Many literatures support the evidence that the benefits from corporate social responsibility depend on such things as strategic fits and corporate goals. One firm can accomplish corporate social responsibility role in several ways and there are also different results between a various type surrounding these corporate social responsibilities. The major forms of indicating corporate social responsibility in Korea are indexes usage such as KEJI (Korea Economic Justice Index) and KSI (Korean Sustainability Index). In this paper, we examine the economic effect of corporate social responsibility which occupies an important part of corporate strategy to enhance the market value of the company (Tobin's Q) and firm performance (ROA) together with the global financial crisis and various firm characteristics. To this end, we investigate the sample of listed firms on the stock exchange from 2004 to 2014 (KEJI) and from 2010 to 2014 (KSI) and search the impact on enterprise value taking into account of the internal characteristics such as asset size, liabilities, EBIT, foreign equity weight, business group and financial crisis period. We classify sample firms into two groups depending upon corporate social responsibility index level by KEJI and KSI to determine which category is better to increase the market value of the firm and for the investors after corporate social responsibility management. Also, we include financial crisis period and firm characteristics to see how these factors affect firm value changes. In this regard, our research suggests additional important evidence about the effect of corporate social responsibility on firm value with a case of an derivatives trading outcome in Emerging market. corporate social responsibility in Korean financial market has good characteristics that are suitable to examine the value of the firms following non-operational strategy. The major empirical results of the study are summarized as follows, First, we find that firm value by indicated by Tobin's Q become better if the corporate social responsibility indexes are increased by corporate implementation. Second, in the corporate characteristics, firm value become better if the stock share of foreigners or the rate of operating profit are higher and firms are belonging to short ages. Third, Tobin's Q became better if KEJI and KSI management will be combined both. These results support the hypotheses that corporate social responsibility is critical strategy to enhance the fim value. Our results also suggest that it is necessary to consider the fundamental characteristics of enterprise as well as the external economic environment to get a more efficient performance after corporate social responsibility. Overall, the appreciation of financial performance is attributable for the factors around corporate social responsibility. 본 연구는 기업전략으로 중요성이 증가하고 있는 사회적 책임(CSR)활동이 기업가치에 미치는 영향을 기업 의 특성을 중심으로 분석하였다. 기존연구와는 차별화하여 CSR활동 측정 지표를 다양하게 활용한 바, 국내 CSR관련 논문에 가장 많이 활용된 경제정의지수(KEJI)와 함께 대한민국지속가능성지수(KSI)를 사회적 책임활 동을 가늠하는 지표로 사용하였다. 분석 결과 CSR활동은 시장에서 평가하는 기업의 가치에 긍정적으로 작용하 였고 영업이익률이 높거나 업력이 길수록 기업가치를 향상시킬 가능성이 높게 나타났다. 기존 연구에서 활용 되지 않았던 KSI가 기업가치에 미치는 영향을 살펴본 결과에서는 KSI가 높은 기업, 영업이익률이 높거나 대주 주지분율이 높은 기업의 CSR활동이 기업가치에 긍정적인 영향을 미치는 것으로 나타났다. 이를 통하여 KSI도 국내 가장 대표적인 KEJI와 함께 기업의 사회적 책임활동 대용변수로 충분히 활용될 수 있는 것으로 확인되었 다. 이와 함께 KEJI와 KSI에 동시에 선정되거나 이들 지수가 모두 높은 경우 기업가치에 미치는 영향을 분석하 였는데 KEJI와 KSI의 두 지표가 동시에 높은 기업의 가치가 유의하게 우수한 것이 확인되었고, 개별적인 사회 적 책임활동 지수 분석 결과에서와 유사한 일관성 있는 결과가 도출되었다. 이러한 결과는 KSI가 KEJI와 함께 사회적 책임활동 대용치로서 활용될 수 있는 가능성과 함께 기업경영전략에서 사회적 책임활동의 중요성을 보 다 강건하게 지지하는 자료가 될 수 있다. 본 연구의 결과는 기업의 사회적 책임활동이 기업가치 향상을 도모 하고 기업의 지속가능성을 제고하는데 필수적으로 고려되어야 하는 사항이라는 점을 제시한다.

금융관련 기업의 사회적 책임에 대한 소비자기대 불일치

김시월(Si Wuel Kim),김혜연(Hye Yeon Kim) 한국FP학회 2012 Financial Planning Review Vol.5 No.2

근간 금융관련 소비자문제는 세계적으로 이슈화 되고 있으며, 사회적으로도 그 논란이 확산되고 있다. IMF 이후 금융관련 기업의 이윤은 꾸준히 증가되고 있으나 그에 반해 사회적 책임에 대한 관심과 수행은 미흡하다는 금융소비자들의 요구 역시 거세게 일고 있다. 이에 본 연구는 소비자의 금융관련 기업의 사회적 책임에 대한 인식, 금융관련 기업의 사회적 책임에 대한 소비자기대와 실행 인식치를 측정하여 소비자기대 불일치를 알아보고자 하였다. 연구결과, 금융관련 기업의 사회적 책임에 대한 소비자기대 및 실행인식 요인분석은 법/경제적 책임, 윤리적 책임, 자선적 책임, 환경적 책임의 4가지 유형으로 분류되었다. 기대치에서 성별, 학년, 연령, 군복무 여부에 따라 차이가 나타났으며, 실행 인식치에서 가계 경제수준과 희망진로분야에서 차이가 나타났다. 이를 바탕으로 소비자기대 불일치를 알아본 결과, 정(+)적인 값으로 나타나 금융관련 기업의 사회적 책임에 대한 실행이 부족하다는 인식으로 인해 소비자기대 불일치가 발생하는 것으로 나타났다. 본 연구를 바탕으로 금융관련 기업의 사회적 책임에 대한 중요성 인식 및 활동의 확산을 기대해 볼 수 있을 것이다. Recently, finance related consumer problems are emerging worldwide and becoming a social problem. Especially in Korea, after going through the IMF, although the importance of finance corporate social responsibilities and the interest of people in them had increased, the related academic research is still not enough. In this study, we measured consumers" awareness in finance corporate social responsibility, mathematical expectation and mathematical activities in finance corporate through the survey. With the results we figured out the discordance in mathematical expectation and mathematical activities of the finance corporate. The result of the survey showed factors in the expectation and activities of finance corporate can be categorized into 4 groups; legal/economical responsibility, ethical responsibility, eleemosynary responsibility, and environmental responsibility. Also in mathematical expectation in social responsibility, there were differences between respondents" based on gender, grades, age and who had served in the army or not. In awareness in mathematical activities, it showed differences by respondents" household finances and desired career in the future. Based on the survey, it showed that consumers" expectation of finance corporate social responsibilities were high, but they were not satisfied with the social responsibility activities of corporations. Based on research, we can make a proposal to strengthen the finance corporate with social responsibility. First, to improve finance consumers" right, finance corporate should implement active training for consumers as a social responsibility. Second, in the finance corporate, the management should recognize the importance of social responsibility. Finally, government and administration should establish policies about the standard of corporate"s social responsibility and benefits for corporations. Through this study, we will be able to recognize the importance of the finance corporate social responsibility and can encourage their activities.

소비자의 8대 기본권리 실현을 위한 기업의 책임 수행에 대한 소비자의 인식 및 요구 -기업의 사회적 책임에 대한 논의를 중심으로-

김혜연 ( Hye Yeon Kim ),김시월 ( Si Wuel Kim ) 한국소비자학회 2011 소비자학연구 Vol.22 No.3

본 연구는 기업이 누구를 위해, 무엇을 그리고 어떻게, 왜 사회적 책임을 수행해야 하는지에 대한 논의의 일환으로 기업의 다양한 사회적 책임 내용 중에서 소비자의 권리를 중심으로 소비자들이 요구하는 기업의 사회적 책임에 대해 접근해 보고자 하였다. 이를 위해 소비자 8대 기본권리를 고려하여 24개 항목의 척도를 개발하고, 설문조사를 통해 기업의 사회적 책임에 대한 소비자인식, 소비자 8대 기본권리 관점에서 기업의 사회적 책임수행에 대한 소비자인식 및 소비자요구를 알아보았다. 그 결과 기업의 사회적 책임 수행의 필요성에 대한 인식수준은 높았으나 우리 기업의 사회적 책임활동에 대해서는 전반적으로 만족하지 못하고 있는 것으로 나타났다. 또한 "소비자 지향적" 기업의 사회적 책임활동에 불만족스럽다는 응답이 44.8%를 차지하였다. 소비자 8대 기본권리 관점에서 기업의 사회적 책임수행에 대한 소비자요구로는 피해보상을 받을 권리, 안전할 권리에 대한 요구수준이 높게 나타났으며, 소비자 8대 기본권리가 "소비자 지향적" 기업의 사회적 책임활동을 평가하는 척도로서 역할을 하는데 높은 요구수준을 보였다. 따라서 기업의 사회적 책임활동이 보다 생산적 활동이 되기 위해서는 사회적 약자를 대상으로 한 사회공헌적 책임뿐만 아니라 절대다수의 소비자들을 위한 "소비자 지향적" 기업의 사회적 책임활동에 주목해야 할 것이며, 소비자 8대 기본권리 관점에서 소비자들의 인식 및 요구를 분석하여 공동지향점을 추구하는 것이 중요하다고 할 수 있다. As the importance of corporate social responsibilities and the interest of people in them have recently emerged, academic research has been made and the diverse projects of enterprises have been actively worked on. But since Corporate Social Responsibility(CSR), which is the international term for corporate social responsibilities, has been translated into corporate social service or has been the same concept as it, corporate activities have focused on the service and donation activities of employees. Social service is a part of corporate social activities; however, it does not mean the entire corporate social responsibilities. Enterprises doing only social service activities ignoring the essential issues such as legal or ethical issues and environmental issues is not the true nature of corporate social responsibilities in a true sense. Thus, the enterprises of Korea need to change and expand the roles and range of social responsibilities and to clear up for whom, what, how, and why they should take social responsibilities. The ultimate purpose of corporate social responsibilities are to ensure sustainable growth in a win-win relationship with society. Enterprises cannot survive or grow without consumers. Thus, improving their quality of life is the primary duty of enterprises. In this study, corporate social responsibilities were described from the viewpoint of the eight basic rights of consumers in order to present basic materials for performing the social responsibilities of "consumer-oriented" companies. In order to do so, 24 criteria were developed considering the eight basic rights of consumers. Also, consumers` awareness of corporate social responsibilities and consumers` awareness and demand for corporate social responsibilities from the eight basic rights of consumers were researched through a survey whose target was consumers in their twenties or older. The results of the survey showed that consumers` awareness of the necessity of corporate social responsibilities were high but they were not satisfied with the social responsibility activities of Korean companies. Also, the answer that the respondents were not satisfied with the social responsibility activities of "consumer-oriented" companies accounted for 44.8%. From the viewpoint of the eight basic rights of consumers, consumers` demand for corporate social responsibilities, the right of compensation, and that of safety was high. The respondents showed high demand for the eight basic rights of consumers as the criteria for evaluating the social responsibility activities of "consumer-oriented" companies. In order for corporate social responsibility activities to be more productive, enterprises should focus on the social responsibility activities of "consumer-oriented" companies for an overwhelming majority of consumers as well as social service for the weak. Also, they should analyze consumers` awareness and demand from the eight basic rights of consumers and pursue the common goals.