기업의 사회적 책임 진정성이 기업 사회적 책임 평가, 관계의 질, 그리고 기업 이미지에 미치는 영향 = The Effect of Corporate Social Responsibility Authenticity on CSR Performance Evaluation, Relationship Quality, and Corporate Image

국문 초록 (Abstract)

기업의 사회적 책임에 대한 연구들이 지속적으로 진행되고 있음에도 불구하고 실제 기업의 사회적 책임 관련 투자 대비 사회의 반응은 그리 호의적이지만은 않다. 본 연구는 이러한 현상의 원인을 CSR 진정성에서 찾고자 한다. CSR 진정성이란 얼마나 기업이 진심으로 사회를 걱정하고 위하는 마음에서 CSR 관련 활동을 수행하는가에 대한 것이다. 이윤을 최우선으로 추구하는 기업이 비영리활동과 같이 이윤 추구와 관련이 없어 보이는 활동을 할 때, 이해관계자들은 이러한 기업들의 진심이 무엇인지 의구심을 가지게 된다. 영리를 추구하는 기업임에도 불구하고 비영리활동들이 진심으로 사회와 사회 구성원을 걱정하고 배려하는 마음에서 이루어지고 있다고 판단할 경우 진정성이 있다고 판단하여 이해관계자들은 CSR 성과에 더 좋은 평가를 내리는 반면, 영리 증대를 위한 도구로 CSR을 활용한다고 판단할 경우 진정성이 없다고 판단하여 CSR성과에 대한 평가는 나빠질 수 있다. CSR 진정성의 효과에 대한 연구 결과, CSR 진정성은 CSR 성과와 관계의 질에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이러한 연구결과는 기업이 CSR을 마케팅 커뮤니케이션의 도구로 활용할 때 단지 활동 내용이나 성과만을 알리는데 급급할 것이 아니라 이해관계자들로부터 CSR 진정성에 대해 인정을 받을 수 있는 커뮤니케이션 활동이 필요함을 보여준다.

다국어 초록 (Multilingual Abstract)

Stakeholder is not in favor of corporations despite increasing corporate social investments. In this study, CSR authenticity is considered as the reason why community members are not favorable to corporations. CSR authenticity means how much corporations are truly worried social welfare. Community members get suspicious why corporations conduct nonprofit activities though their ultimate goal is to seek a profit. When stakeholder accepts corporations' authenticity of CSR activities are true, CSR performances will be better evaluated. But if stakeholder infers the CSR authenticity is not true, it will be possible CSR performances are underestimated. In the result of this study, CSR authenticity has an positive effect on CSR performance evaluation and relationship quality. This result means corporations have to communicate their CSR authenticity to stakeholder in order to use CSR as a tool of stakeholdermanagement.

목차 (Table of Contents)

• 요약
• I. 서론
• II. 이론적 배경 및 가설 설정
• III. 실증 분석
• IV. 결론
• 참고문헌
• Abstract

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