B2B 거래관계에서 CSR 활동이 관계발전 요인과 신뢰 및 장기지향성에 미치는 영향

초록

This research attempts to understand how a corporate social responsibility(CSR) positively influences the quality of B2B relationship. The purpose of this article is to suggest CSR model in B2B context. So, we discern two dimensions of firm’s CSR activities based on previous studies. These are Business practice CSR and Altruistic CSR. We also investigate CSR activities affecting the result of development of business relationship (economic and non-economic factors) and relationship performance(trust and long-term orientation) in B2B market. Data were gathered from respondents who work in industrial buying center. Major findings of this study are summarized as follows : First, we have found two dimensions of corporate social responsibility. Second, CSR has positive effects on developing business relationship. It reveals that B2B CSR activities have a positive effects on perceived supply risk, corporate image, corporate reputation, social connectedness. Third, factors of developing business relationship have a positive effects on trust. All hypotheses are accepted except that perceived supply risk has not significant on trust. Fourth, trust is shown to have positive effects on long-term orientation. As a result, corporate social responsibility derives relationship Performance. Furthermore, we expect transaction specific variables of B2B context to moderate the effect of CSR on relationship performance. We identified moderating effect by length of business relationship. This study has a meaning in that we tried to investigate the corporate social responsibility (CSR) in B2B market. Business practice CSR and Altruistic CSR are useful to improve the relationship performance in B2B context.

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