ScholarWorks@숙명여자대학교

초록

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 corporate image and 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, corporate image, 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 and directly affect purchase intent, and also that CSR may indirectly affect purchase intent through corporate image as a mediating variable. Structural equation model 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 corporate image and company sales, not passively just as responsibility.

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