기업의 사회적 책임에 대한 소비자 선호 유형

The social responsibility of corporations has become an integral part of business management nowadays. Corporations are engaging in social contribution activities as part of their social responsibility and as an element to form corporate image. Such activities enhance corporate image that positively affects the asset values of corporations. Therefore, engaging in social contribution activities should be recognized as strategic marketing, which means that understanding the psychology of consumers is essential to drawing up a strategy for it. The aim of this research is to look into the thoughts and responses of consumers to a number of social contribution activities of corporations using the Q methodology, which can determine the subjective perception of consumers. This research investigated consumer responses to social contribution programs conducted by ten major companies, which include SAMSUNG, LG, Hyundai Motors, POSCO, Kyo Bo Life Insurance, Asiana Airlines, Korea Electric Power Corporation, SK Telecom, Kookmin Bank, and KT. It was determined that consumersprefer the types of aids that promote self-reliance, opportunity offering, genuine goals, and mutual supplementations. These preferred types and their characteristics are expected to be of help in developing social contribution activity programs to enhance corporate image.