디지털융복합연구 (Journal of Digital Convergence)

  • 제12권5호
  • /
  • Pages.203-211
  • /
  • 2014
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

CSR퍼블리시티와 매체신뢰도의 조절효과

CSR publicity and Moderating Effect of Media Credibility

  • Yoon, Chal-Hyuk (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Kim, Gwi-Gon (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Enkhchimeg, Tsedendorj (Dept. of Business Administration, Kumoh National Institute of Technology)
  • 투고 : 2014.03.15
  • 심사 : 2014.05.20
  • 발행 : 2014.05.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구의 목적은 CSR퍼블리시티(긍정 vs. 부정)가 기업이미지와 고객충성도에 미치는 영향을 살펴보는 것이다. 특히 매체신뢰도의 조절 효과를 살펴보았으며, 기업이미지의 CSR퍼블리시티와 고객충성도 간의 매개효과도 살펴보았다. 연구의 결과 1) CSR정보가 긍정적인 경우보다 부정적인 경우에 기업에 미치는 영향은 더 크게 나타났다. 2) 매체신뢰도의 조절효과도 확인되었다. 즉 CSR정보가 긍정적인 경우, 매체 신뢰도가 높을 때는 기업이미지가 높게 나타났지만 매체신뢰도가 낮은 경우에는 기업이미지가 높지 않게 나타났다. 반면에 CSR정보가 부정적인 경우, 매체신뢰도와 관계없이 기업이미지에 미치는 부정적 영향은 차이가 없는 것으로 나타났다. 3) 기업이미지는 고객충성도에 긍정적인 영향을 미치는 것으로 나타났으며 CSR퍼블리시티와 고객충성도를 매개하는 것으로 나타났다. 이와 같은 연구결과는 기업이미지와 고객충성도 형성에 있어서 CSR퍼블리시티에 대한 신뢰도가 매우 중요한 요인이며, 매체의 신뢰도 또한 CSR퍼블리시티에 대한 신뢰도에 중요한 요인임을 시사해 주고 있다.

The purpose of this study is to test the influence of CSR publicity(positive vs. negative) on the corporate image and customer loyalty. Especially this study is focused on the moderating effect of media credibility and the mediating effect of corporate image between CSR publicity and customer loyalty. The results of this study are as follows. 1) The influence of CSR publicity on the corporate image appears more in the negative information than the positive one. 2) The moderating effect appears in media credibility. Namely, in the case of positive CSR information, the influence of CSR publicity on the corporate image appears high only in high credibility of media, but it does not in low media credibility. Whereas, in the negative information, there is no differences of negative influence on the corporate image nevertheless of media credibility. 3) The higher the corporate image is, the higher the customer loyalty is. The results of this study implicate that credibility of CSR publicity is very important factor on the corporate image and customer loyalty and media credibility is another one in credibility of CSR publicity.

키워드

참고문헌

  1. Anderson, N, "Integration theory and attitude change," Psychological Review. 78, pp.171-206, 1970.
  2. Baron, R. M. and D. A .Kenny, "The moderato-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations," Journal of Personality and Social Psychology, 51(6), pp.1173-1182, 1986. https://doi.org/10.1037/0022-3514.51.6.1173
  3. Berlo, D. K., Lemaert, J. B., and Mertz, R. J. Dimensions for Evaluating the Acceptability of Message Sources. Public Opinion Quarterly, 33, pp. 563-576, 1970.
  4. Bowen, Howard R., Social Responsibilities of the Businessman. NY: Harper and Row, 1953.
  5. Boulding, Kenneth E. and Khalil, Elias L. Social evolution; Evolution (Biology); Social science; Philosophy, 1996.
  6. Carroll, Archie B. The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, 34, pp.39-48, 1991.
  7. Crano,W. D. "Effects of sex, response order, and expertise in confirmity: A dispositional approach". Sociometry, 3, pp.239-252, 1970.
  8. Dowling, Grahame R., Creating Corporate Reputations: Identity, Image, and Performance. NY: Oxford University Press, 2001.
  9. Fullerton, Gordon, "When does commitment lead to loyalty?," Journal of Service Research, 5 (May), pp.333-344, 2003. https://doi.org/10.1177/1094670503005004005
  10. Gaziano, C and McGrath, K "Measuring the Concepts of Credibility" Journalism Quarterly, 63, pp.451-462, 1986. https://doi.org/10.1177/107769908606300301
  11. Garbarino, E and Johnson, M. S "The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships" Journal of Marketing: Apr, pp.70-87, 1999.
  12. Geon-Su, Seo "The Effects of the Characteristics of Internet Communities and Individuals on User Loyalty" Asia Pacific Journal of Information Systems, Vol.13 No.2, pp.1-21, 2003. https://doi.org/10.1046/j.1365-2575.2002.00127.x-i2
  13. Hass, R. G. Effects of source characteristics on cognitive responses and persuasion. In R. E. Petty, T. M. Ostrom, & T. C. Broo(eds.), Cognitive responses in persuasion. Hillsdale, NJ: Erlbaum, 1981.
  14. Hal-Dean, Dwan, "Consumer reaction to negative publicity," Journal of Business Communication, (April), Vol.41, pp.192-211. 2004. https://doi.org/10.1177/0021943603261748
  15. Hovland, C. I. and Weiss, W. The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 19, pp.635-650, 1951.
  16. Hui-Won Cha "The Effect of the Corporate Image and Coporate Reputation on the Organization-Public Relationship and Corporate Superbrand ,"Advertising Research, Vol-No.68, pp.171-199, 2005.
  17. Jae-Hwi Kim, Jeong-Tae, An "The effects of endorsers' perceived expertise and viewers' fashion involvement on product placement : The PPl of fashion goods in TV dramas," The Korean Journal of Advertising, Vol. 14 No.1, pp. 95-115, 2003.
  18. Jong-Chul Park, San Gyup Lee, Cheol Han Lee "The effect of corporate social responsibility activities on corporate image" The Journal of Advertising, Vol.22, No.4, 2011.
  19. Jong Gil, Song" Similarity and Distinction of Media Credibility: A comparative analysis of audience and reporter" Korea Press the Journal, Vol.51, No.2, 2007.
  20. Kak Yoon, Sang Hee Seo "The influence of Corporate Advertising and Social Responsibility Activities on Corporate Image and Brand Attitudes" Advertising Research, Vol.61, pp.47-72, 2003.
  21. Kotler, P. "Marketing and Management " Northwestern University, 2000.
  22. Kun- Hee Lee, Choe Chang-Myeong, Ethical issues in business : Concepts and cases, 2004.
  23. Lantos, G. P. "The ethicality of altruistic corporate social responsibility," Journal of Consumer Marketing, 19(3), pp. 205-230, 2002. https://doi.org/10.1108/07363760210426049
  24. Maheswaran, Durairaj and Joan Meyer-Levy, "The Influence of Message Framing and Issue Involvement," Journal of Marketing Research, 27, pp. 361-367, 1990. https://doi.org/10.2307/3172593
  25. McGuire, Joseph W. Business and Society. NY: McGraw-Hill, 1963.
  26. Mi Ok Heo, Jae Ik Shin, Ki Han Chung "The Relationship among the Factor of Corporate Social Responsibility, Corporate Image, Relationship Quality, and Customer Loyalty" Korea Profit Research, Vol.7, No.2, pp.161-202, 2008.
  27. Moorman, C.,Genrald, Z.& Robit,D., "Relationship between providers and users of marketing research: The dynamics of trust within and between organization," Journal of Marketing Research, 29(Aug), pp.314-329, 1992. https://doi.org/10.2307/3172742
  28. Oliver, R.L.," A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions," Journal of Marketing Research, Vol. 17, No 3: pp.151-163, 1999.
  29. Oliver, R.L. and De Sarbo, W.S. "Response Determinants in Satisfactions Judgements." Journal of Consumer Research, Vol.14, pp.495-507, 1988. https://doi.org/10.1086/209131
  30. Ohanian, R. "Construction and Validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness and attractiveness," Journal of Advertising, vol. 199, pp.39-52, 1990.
  31. Petty, R. E., Priester, J. R., and Binl, P. Mass media attitudes change: Impliation of the Elaboration Likelihood Model of persuasion. In J. Bryant &D.Zillamann (eds.), Media Effects: Advances in theory and research, pp.155-198, 2002.
  32. Rosamaria, C. Moura-Leite and Robert C. Padgett "Historical background of corporate social responsibility" Social Responsibility Journal, Vol.7, No.4, 2011.
  33. Schwartz, B. "Development of complex, stereotyped behavior in pigeons", Journal of the Experimental Analysis of Behavior, 33, pp.153-16, 1980. https://doi.org/10.1901/jeab.1980.33-153
  34. Solomon, Dutka and Irving Roshwalb A Dictionary for Marketing Research, NY: Audits and Surveys, Inc, 1983.
  35. Young Won Ha, Hee Kyung Ahn, Yong-Wan Park, Kyung-Mi Kim "The Impact of Negative Publicity on Consumer's Attitude toward the Firm" Business Studies, Vol.33, No.1, 2004.