소비자의 자아해석 수준이 CSR활동 기업태도에 미치는 영향: 도덕적 정체성의 조절효과 = The Effect of Self-construal on Corporate Attitudes of CSR Activities: The Moderating Role of Moral Identity

국문 초록 (Abstract)

본 연구는 최근 기업의 사회적 책임활동(CSR)에 대한 관심이 지속적으로 증대되면서 기업의 CSR활동 평가에 영향을 미치는 개인적 특성요인으로 ‘소비자의 자아해석(self-construal) 수준’과 ‘도덕적 정체성(moral identity) 수준’의 역할을 제시하였다. 그동안 기업의 CSR활동과 관련된 연구가 꾸준히 수행되어 왔지만, 개인적인 자아특성인 소비자의 자아해석 수준과 도덕적 정체성 수준에 대한 고찰은 부재하였다. 이에 본 연구에서는 실험연구를 통해 소비자의 자아해석과 도덕적 정체성 수준이 기업의 CSR활동 평가에 어떠한 차별적인 영향을 미치는지를 고찰하였다.
분석결과, 먼저 상호의존적(vs. 독립적) 자아해석 성향을 지닌 소비자들과 도덕적 정체성 수준이 높은(vs. 낮은) 소비자들이 CSR활동 기업에 대한 태도를 보다 호의적으로 평가하였다. 그리고 이원상호작용 결과에 의하면, 독립적 자아해석 성향을 지닌 소비자라도 도덕적 정체성 수준이 높은 경우에는 CSR활동 기업에 대한 태도를 더 높게 평가하였으며, 상호의존적 자아해석 성향을 지닌 소비자라도 도덕적 정체성 수준이 낮은 경우에는 CSR활동 기업에 대한 호의적 태도가 약화되는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

With growing interest in the influencing factors on corporate social responsibility(CSR) activities, this research examined the roles of moral identity and self-construal on the corporate attitudes. Despite a long tradition of research on CSR activities, little is known about the impact of moral identity and self-construal. To fill this gap in the literature, the research examined how self-construal and moral identity, respectively, influence corporate attitudes of CSR activities in an experimental setting.
For the experiment, three hundred three undergraduate students taking an introductory marketing class participated in the between-subjects design experiment in which participants were randomly assigned to either the interdependent self-construal priming condition or the independent self-construal priming condition using the procedure used in previous studies. Data analysis was conducted in two phases. The first phase was H1 and H2 analysis. And in the second phase, additional effects of the dimension of moral identity were examined.
According to the results, self-construal positively influenced on corporate attitudes. Namely, corporate attitudes toward CSR activities tended to be favorably raised in the case of consumers with interdependent self-construal(vs. independent self-construal). Also, the result of the two-way interaction showed that favorable attitudes of corporation was weaken in the case of consumers with interdependent self-construal when their moral identity was low(vs. high). Also, corporate attitudes of consumers with independent self-construal was evaluated high when their moral identity was high(vs. low).

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