기업의 CSR 이미지가 제품태도와 구매의향에 미치는 영향 = 소비자시민성과 조절초점의 매개 및 조절역할

다국어 초록 (Multilingual Abstract)

Most existing literature on corporate social responsibility (CSR) has focused on howCSR activities influences consumers. however, consumers are influenced by the CSR image of a firm instead of activities in real life. In this sense, the present research focuses on how CSR images influence consumer behavior. Moreover, we introduce the concept, consumer citizenship and regulatory focus to see their moderating and mediating role in the process. The concept of consumer citizenship was introduced in this study because it was believed to represent consumer`s principat beliefs which is conducive to forming a positive attitude toward brands of firms active in CSR actitvites. The analysis revealed that consumer citizenship acts as a mediator between CSR image of a firm and consumers` attitudes toward brands and that regulatory focus plays a moderating role between CSR image and attitude as well as attitude and purchase intentions.