기업의 사회적 책임이 고용주브랜드 평가에 미치는 영향 : 한·중 비교연구 = The Impact of Corporate Social Responsibilities on the Evaluation of Employer Brand : A Comparative Study Between China and South Korea

국문 초록 (Abstract)

본 연구는 한국과 중국의 잠재적 종업원을 대상으로 기업의 사회적 책임이 고용주브랜드의 평가에 미치는 영향력을 조사하였다. 문헌고찰에 근거하여 경제적, 법적, 윤리적, 이타적 책임을 독립변수로 사용하여 이들 변수가 고용주브랜드의 평가와 매력도, 그리고 취업의향에 미치는 영향력에 관해 조사하였다. 분석결과에 따르면, 기업의 사회적 책임 변수들은 고용주브랜드 평가에 유의한 영향을 미치는 것으로 나타났는데 유의도의 크기는 이타적 책임, 윤리적 책임, 법적 책임, 경제적 책임 순서였다. 이 결과는 기업이 경쟁력을 높이고 재능이 많은 신규종업원을 확보하는데 있어서 이타적이고 윤리적 책임을 수행하는 것의 중요성에 대해 시사하고 있다. 또한 본 연구는 고용주브랜드에 대한 긍정적 평가가 고용주 브랜드의 매력도 뿐만 아니라 해당기업의 취업의향에도 유의한 영향력을 행사한다는 사실을 발견하였다. 관련 결과들은 CSR활동과 효과적인 고용주 브랜딩전략간의 관계에 대한 유용한 이론적, 실무적 시사점을 제공하여 준다.

다국어 초록 (Multilingual Abstract)

This study attempts to analyze the impact of corporate social responsibilities on the evaluation of employer brand by potential employees in China and South Korea. Based on literature review, economic, legal, ethical, philanthropic responsibilities were employed as independent variables influencing on the evaluation of employer brand, its overall attractiveness and intention to work for the employer firm. The results show that all constructs of corporate social responsibility have significant influences on the evaluation of employer brand. The impact of CSR on the evaluation of employer brand appears to be philanthropic, ethical, legal, economic responsibilities in order of importance. The study also found that the evaluation of employer brand has a significant influence on both overall attractiveness of a firm and intention to work. Finally, the overall attractiveness of a firminfluenced the respondent's intention towork.

목차 (Table of Contents)

• 초록
• Ⅰ. 서론
• Ⅱ. 이론적 고찰
• Ⅲ. 연구방법
• Ⅳ. 분석결과
• Ⅴ. 결론
• 참고문헌
• Abstract

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