Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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The Impact of Environmental CSR on Trust and Corporate Reputation : The Moderating Effect of Authenticity

기업의 환경적 사회적책임 활동이 신뢰와 기업평판에 미치는 영향: 진정성의 조절효과를 중심으로

  • Bae, JeongHo (Dept. of Convergence Industry, Seoul Venture University)
  • 배정호 (서울벤처대학원대학교 융합산업학과)
  • Received : 2018.11.15
  • Accepted : 2019.06.24
  • Published : 2019.06.30
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Abstract

So far, there has been a lot of research on CSR, however, not much on the relationship between environmental CSR and corporate reputation and authenticity, The purpose of this study is to empirically examine the relation between Environmental CSR, Trust and Corporate Reputation as well as a moderating role of Authenticity between Environmental CSR and Trust. To achieve the purpose of the study, the hypothesis was established based on prior research and theoretical background regarding environmental CSR, trust, corporate reputation, and authenticity. Samples of this study were collected from 479 general consumers respondents across the country and analyzed based on quantative datas using the SPSS and AMOS statistical models. We find that First, Environmental CSR is positively related with both corporate reputation and trust. Secondly, we find that trust play a mediating role in the relationship between environmental CSR and Corporate Reputation, Thirdly, we also find that Authenticity does not moderate the enfluence relationship between environmental CSR and trust. The study will contribute to both CSR research and marketing strategy.

지금껏 CSR애 대한 연구가 많았지만 환경적 차원의 CSR과 기업평판 및 진정성에 대한 연는 별로 없었다. 본 연구는 기업의 환경적 차원의 CSR 활동과 신뢰, 기업평판, 진정성 간의 영향관계에 대하여 실증분석하는 것이 목적이다. 연구 목적 달성을 위하여 환경적 차원의 CSR 및 신뢰, 기업평판, 진정성과 관련한 선행연구 및 이론적 배경을 기준으로 가설을 수립하였다. 본 연구의 표본은 전국의 일반 소비자들을 대상으로 설문조사를 실시하였고 이들 자료를 바탕으로 SPSS 및 AMOS 통계기법 등을 활용하여 분석하였다. 분석결과, 첫째, 환경적 CSR활동은 신뢰에 정(+)의 유의한 영향을 주고 있음을 알 수 있었다. 둘째, 신뢰는 기업평관에 정(+)의 유의한 영향을 주는 것으로 나타났다. 셋째, 환경적 차원의 CSR활동은 기업평판에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 넷째, 기업의 환경적 CSR활동과 기업평판 간의 관계에서 신뢰가 매개역할을 하고 있음을 발견하였으며 마지막으로 다섯 번째, 기업의 환경적 CSR활동에 대한 고객의 진정성 지각은 기업의 환경적 차원의 CSR활동과 신뢰 간의 영향관계를 조절하지 않는 것으로 나타났다. 본 연구는 CSR 및 마케팅 관련 문헌 및 기업의 CSR 정책수립에 기여할 것이다.

Keywords

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