기업에 대한 부정적 이슈 인식이 사회 공헌 활동에 미치는 영향

초록

According to a previous study, the fit of a company's social contribution activities affects motivation and at the same time, it affects the authenticity of a company's social contribution activities. Unlike consumers in the past, nowadays, consumers have very strict standards for corporate social contribution activities. In particular, when a negative issue such as a abuse of power(Gapjil) occurs in a company, consumers can link that negative issue with CSR activities conducted by the company. Sample used in present research was divided into two groups of respondents. Only one of two groups was exposed to the articles about negative issues of companies. Comparative analysis about the effect of the negative issues on corporate social contribution activities was conducted using responses of both groups. The result is as follows. Even if the fit of the social contribution activities of a large company is high, negative issue arising in a company affects egoistic-driven motive and reduces authenticity. Conversely, in case of small firms, egoistic-driven motive is lower and authenticity is higher。This suggests that even if a negative issue arises in a company, the　effect of the negative perception of the small company is insignificant, while the same effect on the larger company can be fatal. In other words, it can be concluded that the standards of CSR activities for large corporations are stricter than for small firms.

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