무엇이 카지노 CSR 회의주의를 유발하는가? 카지노 CSR 활동과 기업 모순성의 역할

Casino industry has pubic stigma as sinful firms generating social problems, ironically however has implemented corporate social responsibility (CSR) advocating social wellness. It has been little known that how public perceives the contradiction of CSR activities implemented by sinful firms. This study thus aims to investigate the impact of the contradiction between their stigma and CSR activities on CSR skepticism, and to find the impact CSR skepticism on negative word of mouth. This study also purposes to identify the mediating role of CSR skepticism on the relationships between CSR activities, the contradiction and negative word of mouth. The samples include the people who have casino experiences at the Gangwon Land and who have the awareness of CSR activities of Gangwon Land. A total of 533 surveys were analyzed and this study found that a corporate contradiction strongly enhances CSR skepticism. Moreover, CSR skepticism enhances negative word of mouth. CSR skepticism significantly mediates the negative relationship between casino CSR activities and negative word of mouth, as well as mediates the positive relationship between the corporate contradiction and negative word of mouth. The results of this study generates significant academic and industrial implications.