외국기업의 전략적 CSR 활동이 소비자 반응에 미치는 영향에서 자민족중심주의의 역할

The purpose of this paper are to recognized the domestic consumer responses to the strategic CSR activities of foreign companies advance to korea, In addition, The ethnocentrism of domestic consumers are should investigate as to whether to give a effect to the strategic CSR activities of foreign companies. Through The empirical analysis, The results attained are as follows; First, The Strategic CSR activities of foreign companies has shown that a positive effect on consumer confidence. Second, The hypothesis about the corporate reputation, The strategic CSR activities of foreign companies was showed to a positive effect on corporate reputation. Third, The hypothesis about the consumer engagement, among the contents of the strategic CSR activities of foreign companies was influence to positive effect on consumer engagement, It was order to influenced consumer protection activities, region cultural activities, environmental protection activities That’s except for social contribution activities. On the other hand, Through the empirical analysis to the moderating effect of the ethnocentrism, The results attained are as follows; First, Social contribution activities are influence a negative to consumer confidence through an interaction with the ethnocentrism. Second, In the moderating effect of the ethnocentrism for consumer commitment, The results are different than on consumer confidence. In other words, That showed a significant effect to consumer protection activities, region cultural business activities, social contribution activities. Third, The moderating effect on corporate reputation, The consumer protection activities and social contribution activities showed a positive effects on corporate reputation through the interaction of the ethnocentrism.