韩国企业的国内CSR危机对中国消费者的影响研究:基于国家形象及伦理消费意识的调节作用

서지정보

· 발행기관 : 부산대학교 중국전략연구소
· 수록지 정보 : Journal of China Studies / 22권 / 2호 / 1 ~ 18페이지
· 저자명 : 方亚平, 표민찬

초록

Firms no longer consider corporate social responsibility (CSR) voluntary. Rather, they use it strategically to enhance corporate image and, in turn, increase long-term profits. As the income levels of Chinese consumers increase, they want firms to perform higher level of CSR than before. Therefore, many foreign firms investing in China engage in CSR activity .
Today, consumers are easily exposed to news from foreign countries, courtesy of advancements in information technology. Consumer behavior might be affected not only by firms’ CSR activities in their home country, but also those in foreign countries. This study investigates the effect of the CSR crisis in a home country on the purchase intention of foreign consumers. Specifically, we focus on the effect of Korean firms’ domestic CSR crisis on Chinese consumers.
We conduct two experimental studies. In the first, we categorize the domestic CSR crisis in Korea into four types and examine their impact on CSR assessment by Chinese consumers. The results show that Chinese consumers assess CSR evaluation negatively with regard to Korean companies’ domestic CSR crisis. Specifically, Chinese consumers rate legal and ethical responsibility crises more negatively than they do philanthropic and environmental responsibility crises.
In the second experiment, we examine whether the purchase intension of Chinese customers is negatively affected when a Korean firm engages in social irresponsibility. We also investigate the moderator effects of country image of Korea and consciousness for ethical consumption. We find that Chinese consumers with a good image of Korea are affected by domestic CSR crisis less than those with a bad image of Korea. Moreover, the negative impact of the CSR crisis in Korea is severer for Chinese consumers with high consciousness for ethical consumption. This implies that socially irresponsible domestic activities by firms can affect their business even in foreign countries. Therefore, multinational enterprises should manage domestic CSR not only for domestic business, but also for their worldwide sales.

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