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【사회과학(社會科學)】 : 한국기업 CSR활동에 대한 중국 소비자의 인식 연구 -합비(合肥)시 대상 자민족 중심주의와 한국 국가이미지의 영향력 분석-
표민찬 ( Min Chan Pyo ),방아평 ( Ya Ping Fang ) 한국외국어대학교 중국연구소 2014 中國硏究 Vol.62 No.-
This paper investigates the effects of Chinese ethnocentrism and country image of Korea on the Chinese consumers’ perception of CSR by Korean firms. Especially this research subdivides CSR into legal, ethical, and philanthropic responsibilities and analyzes the effect of Chinese ethnocentrism and country image of Korea on subdivided responsibilities. According to the findings, Chinese consumers expect higher legal responsibility to Korean firms than Chinese ones. However, there are no differences in ethical and philanthropic responsibilities between Korea and Chinese firms. The findings also show that Chinese consumers with high ethnocentrism ask Korean firms to take high level of legal responsibility. However, the ethnocentrism does not affect on the expectation of ethical, and philanthropic responsibilities. In addition, Chinese consumers having good image of Korea require the higher level of philanthropic responsibility, but national image does not affect on legal and ethical responsibilities. Generally Korean firms investing in China should put emphasis on legal responsibility. It would be also effective for Korean firms to expose their philanthropic responsibility activities to Chinese consumers having good image of Korea.