사회적 이슈에 기반한 기업 사회적 책임 차원: 중국 시장 중심으로

In order to systematically investigate consumers' diverse perceptions and expectations of corporate social responsibility, providing enterprises with information that is more realistic and in line with the expectations of consumers when establishing social responsibility strategy. Base on the online search volume, this study collected 19 social issues related to corporate social responsibility through big data analysis by collecting various keywords that received high attention from 2011 to 2018.In addition, through empirical surveys conducted on Chinese consumers, the importance of each social issue was measured and the 19 social issues were divided into three dimensions to derive a systematic structure of corporate and social responsibility. The analysis results show that from a Chinese consumer's perspective, social issues related to corporate social responsibility can be divided into three dimensions: the ''natural environment,'' 'social environment' and 'physical environment' depending on the type of environment surrounding the corporate. Employment issues most closely related to consumer's own livelihood have consistently received the highest level of involvement, while issues such as the development of green products and the use of green technology, which are highly related to corporate business activities, do not receive much attentions. This study can provide a clear direction for companies to establish the right strategy in a complex and diversified Chinese market by drawing up a segmented corporate social dimension based on real data.