패션소매유통기업의 사회적 무책임 위기에 대한 능동형 CSR 활동의 방어 효과와 수동형 CSR 활동의 극복 효과

This study examines the effectiveness of CSR through the expectancy disconfirmation theory. The changeof CSR belief after a corporate social irresponsibility (CSIR) crisis was investigated in terms of activitytiming (proactive activities before CSIR crisis / reactive activities after CSIR crisis). Study 1 explores theinfluence of CSR belief perceptions formed through usual CSR activities on CSR belief decline after a CSIRcrisis and the moderating effect of CSR activity types. Higher CSR belief perceptions are formed throughusual CSR activities that result in a large CSR belief decline. The moderating effect of CSR activity typeson CSR belief decline is found. Volunteer activity has the strongest depending effect on CSIR crisis. Study2 explores the influence of CSR belief perceptions formed through CSIR crisis on a CSR belief inclineafter CSR activities and the moderating effect of CSR activity types. The lower CSR belief perceptionafter CSIR crisis results in a high CSR belief incline after CSR activities. The moderating effect of CSRactivity types on CSR belief incline is found. Cause-related marketing has the strongest overcoming effecton a CSIR crisis.