성공적 CSR 활동의 전제조건으로서의 CSR 활동에 대한 공중의 인지 = Publics` Awareness of CSR Initiatives as the Prerequisite of Successful CSR Implementation

국문 초록 (Abstract)

CSR(Coporate Social Responsibility) 활동에 대한 기존의 많은 연구는 공중들이 특정 기업의 CSR 활동에 대해 인지하고(aware) 있다는 가정 하에 진행되었다. 그러나 최근의 몇몇 연구는 이러한 가정이 오류였음을 보여주고 있다. 본 연구는 과연 특정 CSR 활동에 대해 공중들이 얼마나 인지하고 있는지를 알아보기 위해 현장 실험(field experiment)을 실시하였다. 이를 통해, CSR 활동을 인지하고 있는 공중과 인지못하는 공중의 태도와 구매의도에 차이가 있는지를 검증하였다. 또한 어떤 종류의 정보원을 통해 CSR관련 정보를 배포했을 때 가장 효과가 큰지, 그리고 공중들은 어떤 정보원을 가장 신뢰하는지도 살펴보았다. 연구 결과, 전체 참가자의 19.38%만이 대상 CSR 활동에 대해 인지하는 것으로 드러났으며, 그 CSR 활동을 인지하는 공중은 그렇지 않은 공중에 비해 호의적인 태도와 높은 구매의도를 지니고 있음을 알 수 있었다. 가장 효과적인 정보원은 웹사이트였으며, 가장 신뢰받는 정보원은 TV뉴스, 신문기사 등의 언론보도인 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

Many previous studies on CSR assumed that publics were aware of corporations` CSR initiatives. However, some new studies in CSR research showed that such an assumption was wrong. This study conducted a field experiment to examine the actual rate of publics` awareness of CSR implementation. By doing so, this study also tried to see whether there were any statistically significant differences between the responses from publics who were aware the CSR initiatives and those from publics who were not aware the initiatives. In addition, the types of the most useful media channels in delivering CSR-related messages and the types of most trusted message sources of CSR information were also investigated.

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