• Journal of Digital Convergence
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• v.18 no.3
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• pp.59-70
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• 2020

This study aims to examine the effect of employees' CSR perception on creativity via compassion along with the moderating effect of CSR authenticity. For the research procedure, frequency analysis and CFA analysis were performed after sample collection, hypothesis verification and moderating effect verification were performed. We conducted an empirical analysis using 360 employees from large-sized companies in Korea. First, the results showed that CSR perception was positively related to employees' compassion. Second, compassion was also positively related to creativity. Third, the positive relationship between CSR perception and creativity was mediated by compassion, and the aforementioned mediated relationship was moderated by CSR authenticity. Therefore, our study findings imply that, when employees perceive CSR, they will not only form compassion emotions but also will display more creativity especially when they perceive the authenticity of CSR.

• Journal of the Korean Applied Science and Technology
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• v.40 no.2
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• pp.210-222
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• 2023

This study conducted a comparative study using Korean and Chinese consumer data to confirm the impact of K-beauty brand's CSR motivation on CSR authenticity and brand trust, and the effect of CSR authenticity and brand trust on brand support. Of the collected data, 392 copies were used for verification and analyzed using a two-step approach and maximum likelihood measure. As a result of the study, it was found that value-driven, stakeholder-driven, and strategic motivations, excluding egoistic motivations, had a positive effect on CSR authenticity and brand trust. In addition, CSR authenticity had a positive effect on brand trust, which was found to support the brand. As a result of comparing Korean and Chinese consumers, it was found that CSR motives in both countries affect authenticity and brand trust, but Chinese consumers showed higher results in more areas than Korean consumers. These results show that K-beauty brands in order to expand the Chinese market, it has implications that it is necessary to understand Chinese consumers and strengthen the CSR motivation strategy they pursue.