중국 내 한국 식품기업의 사회적 책임 활동 및 브랜드 인지도가 소비자 구매의도에 미치는 영향에 대한 탐색적 연구

Abstract

Corporate Social Responsibility(CSR) has aroused deep interest of the academic and the business society because it has been a classical issue related with roles of a company as a member of the society. It is also because CSR might positively affect long-term sustainability of a company. In China, which is a fast growing market with fierce competition of many global companies, CSR has recently become a hot topic, too. This study empirically investigates the relationship of CSR, brand awareness, and purchase intent based on perception of Chinese consumers toward Korean food and confectionary companies in the Chinese market. The research hypotheses in this study are that CSR may positively affect purchase intent, and that this positive effect of CSR may be strengthened(moderated) by brand awareness. Hierarchial regression analysis using data from a questionnaire survey to university students in Hangzhou supported these hypotheses. These results imply that a company needs to approach the CSR issue more actively as a strategic tool to increase purchase intent of consumers, not passively just as responsibility.