해외 기업과 국내 기업의 사회적 책임활동 연상 비교 연구: 소비자의 세계화 관련 가치와 원산지 이미지의 상호작용 효과를 중심으로

초록

Since the Asian economic crisis in 1997 forced South Korean markets open to foreign investors, many foreign companies entered South Korean market and as a result, South Korean companies encountered new challenges not only in business arena, but also in keeping up with the global standard of corporate social responsibility (CSR). To stay competitive in every angle, domestic companies have adopted this practice and have been participating in various CSR activities and increasing the expenditures over the years. However, despite the considerable investments on CSR activities, which are not only comparable, but also even higher than those of many foreign companies, public distrust of domestic companies stays high and it has a negative effect on the CSR association. The CSR association becomes more important in 21st century, when consumers' expectations toward companies role in society gets even important, but the empirical studies to identify the causes of such a phenomenon are deemed relatively insufficient and thus, this study aimed to understand this problem. More specifically, this study aimed to analyze the effect of the consumers’ values related to globalization and country of origin image (COI) on the CSR association. To test hypotheses, both online and offline survey was conducted and data was collected from 190 participants using domestic and foreign SPA clothing brands as stimuli. According to the results of this study, South Korean consumers favorably evaluated foreign companies rather than domestic companies and the more positive a company’s COI was, the more positively. Moreover, South Korean consumers' level of ethnocentrism seemed low but, their cosmopolitanism was rather high. There were no gender differences in the ethnocentrism and cosmopolitanism beliefs, but clear age differences were observed. In addition, differences in income only appeared in cosmopolitan beliefs. Finally, the consumers’ values related to globalization didn’t affect the CSR association of foreign and domestic companies operating in the South Korea, nor did it have an interaction effect with the COI.

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