디지털융복합연구 (Journal of Digital Convergence)

  • 제17권6호
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  • Pages.185-192
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  • 2019
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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기업의 사회적 책임이 기업이미지 및 고객시민행동에 미치는 영향: 일본 대학생 대상으로

The Effects of Corporate Social Responsibility on Company Image and Customer Citizenship Behavior: Focused on Japanese Students

  • 안태혁 (창원대학교 문화테크노학과) ;
  • 박봉규 (동의대학교 호텔컨벤션경영학과)
  • Ahn, Tae-Hyuk (Dept. of Culture & Techno, Changwon National University) ;
  • Park, Bong-Gyu (Dept. of Hotel & Convention Management, Dong-eui University)
  • 투고 : 2019.05.02
  • 심사 : 2019.06.20
  • 발행 : 2019.06.28
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초록

본 연구에서는 일본 기업의 사회적 책임(CSR) 현황을 알아보고 CSR과 관련한 시사점을 제시하기 위하여 CSR을 구성하는 요소들이 기업이미지, 그리고 고객만족과 고객시민행동에 어떠한 영향을 미치는지에 대해 검증하였다. 가설검증을 위해 일본 휴대폰 단말기 시장 점유율 Top 4 인 애플, 소니, 샤프, 쿄세라의 휴대폰을 사용하는 대학생들을 대상으로 설문조사를 시행하여 294부를 대상으로 구조방정식모형 분석을 활용하였다. 분석 결과, 기업의 사회적 책임에서는 네 요인, 경제적 책임, 법적 책임, 윤리적 책임, 자선적 책임이 도출되었으며 윤리적 책임 요인을 제외한 나머지 세 요인은 기업이미지에 긍정적 영향을 미치는 것으로 검증되었다. 또한 기업이미지는 고객만족과 고객시민행동에 모두 긍정적 영향을 미치는 것으로 나타났다. 시사점으로 일본 기업들은 관련 이해관계자들의 CSR에 대한 이해를 돕고 소비자들이 공감할 수 있는 CSR의 수준을 향상시킬 수 있도록 CSR에 대한 체계적인 방안들을 강구할 필요가 있을 것이다.

The purpose of this study examines the effects of corporate CSR on corporate image, customer satisfaction, and customer citizenship behavior in order to provide implications for CSR. To verify hypotheses, we conducted a questionnaire survey on university students using Apple, Sony, Sharp, and Kyocera mobile phones, and used structural equation model analysis for 294 units. As a result, four factors, economic responsibility, legal responsibility, ethical responsibility and philanthropic responsibility were derived from corporate social responsibility, and all three factors except for ethical responsibility factors were proved to have a positive effect on corporate image. In addition, corporate image has a positive effect on customer satisfaction and customer civic behavior. As an implication, Japanese companies will need to take a systematic approach to CSR to help them understand their CSR and improve the level of CSR they can sympathize with.

키워드

DJTJBT_2019_v17n6_185_f0001.png 이미지

Fig. 1. Research Model

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Fig. 2. Results of Structural Equation Model Analysis

Table 1. Confirmatory Factor Analysis and Reliability

DJTJBT_2019_v17n6_185_t0001.png 이미지

Table 2. Results of Correlation Analysis

DJTJBT_2019_v17n6_185_t0002.png 이미지

Table 3 Results of Hypotheses Testing

DJTJBT_2019_v17n6_185_t0003.png 이미지

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