기업의 사회적책임과 소비자 충성도: 도덕감정, 품질지각, 공정성의 역할

A few studies have begun to emphasize the effects of corporate social responsibility (CSR) on perceived quality and/or perceived value. In considerations of these research questions, this study, while focusing on the effect of CSR on perceived quality, deals with the relationship amongst perceived quality, perceived fairness, and positive moral emotions to the formation of consumer loyalty. To test the conceptual model, we conducted a web-based survey of 342 consumers in China. The results show that CSR perceptions directly affect perceived quality, which in turn leads to consumer loyalty. In addition, CSR perceptions can also affect perceived quality through perceived fairness. Furthermore, the impact of CSR perceptions on consumer loyalty is mediated by positive moral emotions. However, in the results of our empirical test, we did not see any relationship between positive moral emotion and perceived quality. These findings suggest that CSR can be an effective way for companies when accompanied by a higher level of cognitive factors (perceived fairness and quality) and greater emotional responses with their consumers in Chinese market. Managerially this result emphasizes the need of using emotions when a firm make the CSR related communication strategy.