전략적 CSR이 CSR 진정성 인식과 구매의도에 미치는 영향

초록

Companies need to consider CSR as a key strategy to enhance their image and increase the efficiency of their management activities beyond its external perspectives, which must be performed actively. For the things of which should be considered on the preferential basis in order to perform these strategic CSR activities of companies effectively, it is important that how the companies design their CSR activities, perform it to secure the sincerity. This study intends to identify the impact on the perception of sincerity in CSR and purchase intention in respect of strategic CSR. This study carried out a survey of 335 adults in their age over 20. Looking at the results from this study, it found out that the CSR perspectives, stakeholder perspectives and mid to long term perspectives had a statistically significant effect on the perception of sincerity in CSR, however, core business related perspectives didn`t. By the way, the perception of sincerity in CSR had a positive effect on the consumers' purchase intention. It was confirmed that perceiving CSR sincerity from consumers is essential to achieve corporate performance. Moreover, companies are desirable to consider relations with stakeholders fully and be steadily proceeded the strategic CSR from a mid to long term viewpoint in order for the strategic CSR of a company to be recognized as the one of sincerity to consumers.

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