기업의 사회적 책임활동에 대한 소비자의 인식, 지각된 가치, 그리고 반응

The purpose of this study is to verify the hypotheses with regard to the effects of perception of Corporate Social Responsibility activities on perceived value and consumer responses such as corporate reputation, loyalty, word of mouth and corporate identification. A Questionnaire survey was conducted on 240 respondents who have previously participated in CSR activities, especially in social volunteering campaigns and 230 questionnaires were available to use. To examine the hypotheses statistic programs such as SPSS 22.0 and AMOS 20.0 were used. The results are as follows. The consumers’ perception of Corporate Social Responsibility activities has a positive effect on the perceived value such as functional value, social value, emotional value and ethical value as hypothesized. Secondly, most values besides functional value affect those consumer responses. It showed that functional value does not affect corporate reputation and identification in this research. This study has significance because it showed the mechanism which connects the perception of CSR and customer responses and that perceived CSR activities can create positive evaluation about products, which results in positive company evaluation. Moreover, increased accuracy was obtained since the research was solely conducted under consumers who participated in CSR activities. However, the limitation of this study lies with respondents since these are biased to university students. According to this study, marketers from companies which conduct CSR performances are able to create outstanding marketing strategies considering values which influence consumer’s decision making. Furthermore these findings will be beneficial to future CSR perception studies.