중국 인터넷쇼핑몰 기업의 사회적 책임활동이 기업태도 및 기업이미지에 미치는 영향에 관한 연구: 기업태도 매개효과 중심으로

The Chinese internet shopping mall market is growing rapidly, and the number of companies operating shopping mall websites is increasing.,As the number of companies operating online shopping malls in China increases, the activities of corporate social responsibility have become important to online companies. Corporate social responsibility is used as a marketing tool for forming positive image of a company and it is essential for sustainable management regardless of business scope of a company. This study measured corporate social responsibility as environmental responsibility, philanthropic responsibility, ethical responsibility, economic responsibility and legal responsibility. For this purpose, a survey was conducted on Chinese internet shopping mall users in their 20s and 30s who are easily accessed and easily used in China's Internet shopping malls, focusing on Beijing, Shanghai and Tianjin areas. The study investigated the effects of corporate social responsibility on corporate attitude and corporate image and the mediating role between corporate social responsibility and corporate image of corporate attitude.,The social responsibility of Chinese Internet companies had a significant effect on corporate attitude and corporate image, and corporate attitude played a mediating role between corporate social responsibility(environmental responsibility, philanthropy responsibility, ethical responsibility, economic responsibility, legal responsibility) and corporate image. This study is based on the survey of Internet shopping mall users who actually shop in China using the Internet, so it can provide practical implications for the value of empirical research and the entry of domestic online shopping mall companies into the Chinese market.