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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.
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