Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives
Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives
复制标题
DOI：
10.1016/j.jbusres.2013.05.016
复制
发表时间：
2014-03
影响因子：
11.3
通讯作者：
Jongchul Park;Hanjoon Lee;Chankon Kim
中科院分区：
文献类型：
--
作者：
Jongchul Park;Hanjoon Lee;Chankon Kim
本研究提出并检验了一个企业社会责任（CSR）模型，该模型将（1）四类CSR举措作为自变量，（2）三种消费者信任作为中介变量，（3）企业声誉作为因变量。结果表明，该公司的履行经济和法律的企业社会责任倡议有一个直接的积极影响，企业声誉，而无论是道德或慈善的企业社会责任倡议没有。在企业社会责任-信任环节中，经济绩效促进了消费者对企业的专业知识信任，法律的和伦理的企业社会责任活动影响了诚信信任，慈善的企业社会责任活动影响了社会对企业的慈善信任。本研究证实，所有三种类型的信任部分或全部中介的四个企业社会责任倡议对企业声誉的影响。这一结果表明，企业社会责任活动创造和培养消费者对公司的信任，这将反过来带来消费者对公司的积极或改善的看法。
This study proposes and tests a model of corporate social responsibility (CSR) that specifies relationships among (1) four categories of CSR initiatives as independent variables, (2) three types of consumer trust as mediating variables, and (3) corporate reputation as the dependent variable. Results show that the firm's fulfillment of economic and legal CSR initiatives had a direct positive effect on corporate reputation, whereas neither ethical nor philanthropic CSR initiatives did. In the CSR-trust link, economic performances fostered consumer expertise trust, legal and ethical CSR activities affected integrity trust, and philanthropic CSR activities influenced social benevolence trust in the firm. This study confirms that all three types of trust partially or fully mediate the effect of the four CSR initiatives on corporate reputation. This outcome indicates that CSR activities create and nurture consumers' trust in the company, which will, in turn, bring about consumers' positive or improved perceptions of the firm.