외국기업의 현지화와 CSR 활동에 관한 연구: 신뢰도, 몰입도, 기업평판의 매개효과를 중심으로 (A Study of the Localization of Foreign Firms and CSR Activity: Focusing on the Mediating Effects of Reliability, Commitment, and Corporate Reputation)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 20권 / 2호 / 103 ~ 123페이지
· 저자명 : 천만봉

초록

본 연구는 외국기업의 CSR 활동을 현지시장에서의 마케팅 현지화측면에서 활용될 수 있는지를 확인하며, 외국기업의 현지화의 수단으로 마케팅 전략 측면에서 CSR 활동이 소비자들에게 어떻게 인식되고 있는지를 알아보고자 한다. 본 연구의 실증분석을 위해 사용된 표본은 266개이며, 독립변수로는 Carroll(1991)의 연구에서 제시된 4개의 CSR 활동인 경제적 책임, 윤리적 책임, 법적 책임, 자선적 책임 등의 4개의 변수들로 측정하여 CSR 활동의 단일변수로 활용하였으며, 매개변수로는 신뢰도와 몰입도, 기업평판을 이용하여 외국 기업의 CSR 활동이 구매의도에 미치는 영향에 있어서 매개역할을 수행하는 지를 알아보았다. 실증분석 결과, 외국기업의 CSR 활동이 소비자의 신뢰도, 몰입도, 그리고 기업평판에는 긍정적인 영향을 준다는 것을 통계적으로 보여주었다. 그러나 외국기업의 CSR 활동이 소비자의 구매의도에 미치는 영향에 있어서는 통계적으로 유의하지 않는 것으로 나타났다. 한편, 외국기업의 CSR 활동이 소비자의 구매의도에 미치는 영향에 있어서 신뢰도와 몰입도, 기업평판의 매개역할에 대한 가설검증 결과, 먼저 신뢰도는 외국기업의 CSR 활동이 구매의도에 미치는 영향에 있어서 오히려 부정적인 영향을 주고 있으나 통계적으로는 유의하지 않았다. 그러나 몰입도와 기업평판에 있어서는 외국기업의 CSR 활동이 구매의도에 있어서 긍정적인 영향으로 통계적인 유의성을 보이고 있어, 몰입도와 기업평판이 중요한 매개변수로서의 역할을 수행하고 있는 것으로 분석되었다. 따라서 외국기업의 CSR 활동이 현지시장의 소비자들에게 긍정적인 영향을 미치고 있다는 것을 보았으며, 이는 외국기업이 현지국에서의 지속가능경영을 수행하기 위해서는 마케팅 전략측면에서 적극적인 CSR 활동이 수행되어야 할 것이다.

영어초록

The purpose of this study is confirm that the CSR activities can contribute to the localization of foreign firms. In other word, this study analyses that the CSR activities of the foreign firms in Korea can be utilized the instrument with reduction in the liability of foreignness in terms of localization strategy.
The empirical analysis of this study are used 266 sample data, The independent variables were used as four CSR activities (economic responsibility, legal responsibility, ethical responsibility, and charitable responsibility) suggested by Carroll (1991). And the dependent variables are used the consumer purchase intention. Also, this study are used the parameter variables by the reliability, commitment and corporate reputation.
The empirical results are as follows; First, the CSR activities of foreign companies are significantly positive influence to the reliability of that.
Second, it showed that the CSR activities of foreign companies are significantly positive related with a commitment and a corporate reputation.
Third, The CSR activities of foreign companies are not significantly to consumer’s purchase intention. If consumers recognized that foreign company use the CSR activities for the pursuit of corporate profits, they have a negative attitude about that company.
Continually, it was to examine the mediating effects of reliability, commitment, corporate reputation between the CSR activities of foreign companies and consumer purchase intention.
First, the reliability was not a negative significant between the CSR activities of foreign companies and the purchasing intention. Second, the commitment and the corporate reputation are a significant influence on that. That is, these variables showed that they perform an important mediating role.
This brought the same results that it was treated a focus on the home companies in the previous studies, The CSR activities of foreign companies are a positive influence to the consumer in the host country. Therefore, the foreign companies will need to be performed that it was performed the CSR activities in a strategic point for the smooth business activities in the host country. It is also considered that the CSR activities make a significant contribution to the localization of the foreign companies On the other hand, the implications of this study through the above results are as follows; First, this study examined a consumer reaction for the CSR activities of foreign companies in the domestic. This study has significance that the scope of the previous study was extended to foreign companies. Second, the aggressive CSR activities of foreign companies can be overcome disadvantages in the local country. It shows that the CSR activities of foreign companies are positive affect as the localized. Recently, this can be interpreted as consistent with the aggressive CSR activities of many korean’s companies in overseas. Therefore, the aggressive CSR activities can have a positive influence to the aims of the company.
The limitation of this study can be summed up as follows; First, this study is investigate a survey of university student in the metropolitan area and chungbuk area. So, it will be limited to generalize. Because if this, in the further study, it will be studied in the wider consumer.
Second, this study were measured in terms of a four dimensions of CSR activities by using a Carroll (1991), it used one variable as CSR integrated. In future research, it will need a additional studies which used a separate variables in four dimensions of CSR activities.
Finally, this study has been studied using the variables in the previous studies dealt with it, but in future study, the CSR activities will be carried out the view of a strategic perspective.

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