중소 소비자들의 기업에 대한 사회적 책임활동 기대 연구

This study is intended to empirically investigate consumer expectations of corporate social responsibilities (CSRs) by foreign firms operating in China. The present research suggest that the expectation on CSR of foreign and domestic companies would be different, aimed to verify this empirically, and additionally, expects that the consumer’s preference on a home-country of a foreign company would also have influence on expectation on corporate social responsibility. For the analysis, the researchers used SPSS statistic program and analysis of descriptive statistics and multiple regression method. The respondents were recruited from the students of AnHui University and this survey used a random sampling method via Internet. The results of this research are provided as follows. First, the hypothesis expecting that the expectation of consumers on CSR of a foreign company would appear more highly than expectation of consumers on CSR of a domestic company was rejected. Secondly, the research questions that the worse the county image is, consumers expect much more on CSR was not found. Future study is advised to diverse foreign corporations with a diverse CSR activity.