기업의 사회적 책임활동이 친사회적 소비자행동에 미치는 영향-감사의 매개를 중심으로

These days, many companies have corporate social responsibility as a key competitive strategy. We addresscorporate social responsibility activities lead consumer' emotional responses. The existing studies found corporatesocial responsibility has the impact on consumers' cognitive reactions. So, this study compares to relative effectsof corporate social responsibility on consumers' emotional and cognitive responses. The results are as follows. First, economic and consumer protection responsibility activities don't influence on consumer' emotionalresponse(gratitude), but philanthropic and environmental protection responsibility activities influence. Second, feelings ofgratitude and gratitude-based reciprocal behaviors positively have effects on prosocial behaviors. And the comparison ofthe relative influence of cognitive and emotional responses have no significant difference. Therefore, companies areaware of the importance of the consumer's gratitude and should strategy how to lead consumer' gratitude.