Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Relationship between Corporate Social Responsibility, Trust, Distrust and Reputation

기업의 사회적 책임, 신뢰와 불신, 명성 간의 관계에 대한 연구 -경제적, 법적, 윤리적, 자선적 책임의 역할과 신뢰와 불신의 매개 효과를 중심으로-

  • Yoo, Sun-Wook (Department of Creative Writing and Literary Arts, Hankyoung National University)
  • 유선욱 (국립한경대학교 미디어문예창작학과)
  • Received : 2018.11.27
  • Accepted : 2019.03.20
  • Published : 2019.03.28
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Abstract

This study examined how four domains of corporate social responsibility (CSR) affect the trust and distrust of corporations and contribute to their reputation. In particular, this study examined the mediation role of trust and distrust between CSR domains and reputation. The results showed that ethical responsibility and philanthropic responsibility had influence on trust. Legal responsibility had a significant effect on the distrust. Companies that did not fulfill legal responsibilities were more likely to be distrusted. The influence of trust on corporate reputation was significant. The results of this study indicated that trust was a mediator between ethical responsibility, philanthropic responsibility, and reputation. Economic responsibility had a direct influence on reputation. Theoretical and practical implications for strategic approach in each CSR domain are discussed.

본 연구는 기업의 사회적 책임 -경제적 책임, 법적 책임, 윤리적 책임, 자선적 책임- 이 공중의 신뢰와 불신, 기업의 명성에 미치는 영향력과 신뢰외 불신을 매개적 역할을 탐구하였다. 국내 대기업에 대해 445명에게 온라인 서베이를 실시하고, 구조방정식을 통해 연구 모델을 검증하였다. 연구결과, 기업이 윤리적 책임과 박애주의적 책임을 다할수록 기업에 대한 신뢰가 강해지는 것으로, 법적 책임을 다하지 않을수록 불신이 높아지는 것으로 나타났다. 신뢰와 불신 중 신뢰만이 명성에 미치는 영향력이 유의미하여, 기업을 신뢰할수록 기업 명성을 높게 평가하는 것으로 나타났다. 사회적 책임과 신뢰와 불신, 명성의 관계를 통합적으로 살펴본 결과, 기업이 이행하는 윤리적 책임, 자선적 책임은 신뢰를 매개로 명성에 영향을 주는 요인으로, 경제적 책임은 직접적으로 명성에 영향을 주는 요인으로 나타났다. 본 연구는 사회적 책임의 각 차원과 신뢰와 불신, 명성의 관계를 구조적으로 살펴봄으로써, 기업이 윤리적, 자선적 책임을 잘 수행할수록 기업에 대한 신뢰가 구축되고, 이를 통해 명성이 높아짐을 입증하고, 기업의 당연한 책임으로서 기업활동에서 윤리성이 수호되고, 사회공헌활동이 이루어져야 함을 시사하였다.

Keywords

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Fig. 1. Results of Structural Equation Modeling

Table 1. Descriptive Statistics & Reliability Test

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Table 2. Confirmatory Factor Analysis Results

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Table 3. Discriminant Validity

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Table 4. Goodness-of-Fit Indices of the MeasurementModel

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Table 5. Goodness-of-Fit Indices of the Structural Model

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Table 6. Hypothesis Testing Results

DJTJBT_2019_v17n3_93_t0006.png 이미지

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