본 연구는 기업의 사회적 책임(CSR)에 대한 중요성에 주목하고, 국내에 진출해 있는 다국적기업들의 종사자들이 소속 회사의 CSR 활동에 대해 어떻게 인식하고 있는지, 그것이 조직성과에 어떻게 영향을 미치는지를 분석하였다. 본 연구는 국내에서 영업활동을 하고 있는 주요 해외기업(미국, 유럽, 중국, 일본)들의 CSR 활동 현황에 대한 조 직 구성원들의 인식이 컨페션적인 감정을 통해 유발되는 심층행동과 경영성과에 미치는 영향을 고찰하였고 조직 내부의 구성원들 간에 형성된 “관계(關係)”가 컴페션과 심층행동에 미치는 영향과 조절효과를 검토하였다. 연구결과 는 소속 회사의 CSR에 대한 인식이 높은 것으로 평가되는 조직일수록 구성원들의 컴페션적인 감정이 더 강하게 유발된다. 조직 구성원들 간에 컴페션적인 행위를 서로 많이 주고받을수록 그들의 심층행동이 강화된다. 조직 구성 원들의 강화된 심층행동은 그들이 속한 기업의 조직성과에 긍정적인 영향을 미치는 것으로 평가되었다. 조직 구성 원들 간의 우호적인 관계는 컴페션과 심층행동을 긍정적인 방향으로 조절하는 효과가 있는 것으로 추정된다.

Even though more than half a century has passed since the concept of Corporate Social Responsibility (CSR) emerged, many people still have an interest in CSR. According to a survey, eighty-seven percent of American consumers said they would purchase a product produced by a corporation that supported at least one specific social issue. Also, more than three-quarters (76%) would refuse to buy a product if they found out the company endorsed the issue contrary to their beliefs. These numbers align with consumers’ intent to purchase or boycott based on CSR commitment. Do CSR activities affect sales? Many studies have been conducted to answer this question in the academic field, but the results have not been consistent. Some articles reported that CSR activities positively impact the firm’s various aspects, including financial performance. But other studies reported that the impact of CSR on firms’ performance is unclear or even harmful.

최근 조직의 커뮤니케이션에서 공중들이 중요하게 인식 및 평가하고 있는 진정성은 다양한 분야에서 연구들이 급증하고 있으나 서로 다른 개념적 정의와 측정으로 인하여 진정성 개념의 타당성과 다차원성에서 이론적 한계를 지니고 있다. 이에 본 연구는 보편적으로 사용가능한 커뮤니케이션 진정성의 측정을 위한 다차원적 개념의 표준 척도를 개발하고 대표적인 PR 활동인 CSR과 위기관리 분야에서의 차이를 살펴보고자 하였다. 기존 연구들을 바탕으로 도출한 21개의 측정항목들을 가지고 탐색적 요인분석을 한 결과에서 진정성은 이성적(진실성), 감성적(진심성), 그리고 행동적(실천성) 3가지 차원으로 구성됨을 확인하였다. 그리고 사전적 성향의 PR 활동인 CSR의 경우는 행동적 진정성이, 사후적 PR 활동인 위기관리 커뮤니케이션에서는 감성적 진정성이 다른 차원들보다 더욱 크게 공중의 커뮤니케이션 진정성 인식에 영향을 주는 것임을 알 수 있었다. 결국 커뮤니케이션 진정성은 진심, 진실, 실천의 의미를 포함하는 이성적, 감성적, 행동적 차원으로 구성된 다차원적 구성개념이라는 것이 확인되었다.

The purpose of this paper is to (1) evaluate a proposed conceptual model based on integrated Technology Acceptance Model (TAM) and Corporate Social Responsibility (CSR); (2) compare the differences between Vietnam and South Korea regarding the effects of consumer perception of CSR activities and technology acceptance on intention to adopt mobile banking. Structural Equation Modeling (SEM) was conducted to analyze the data collected from the field survey questionnaires administered to a convenience sample of Vietnamese and Korean banking customers. The results showed that there is a difference between South Korea and Vietnam with regard to intention to use mobile banking services. While the effects of social responsibility and environmental responsibility on trust, trust on perceived usefulness, perceived risk on intention to use, perceived usefulness on intention to use were significant in the context of Vietnam but those effects were not significant in South Korea. Therefore, this study has attempted to fill this gap by empirically examining some of the important factors influencing the adoption of m-banking from the Vietnamese and Korean customers’ perspectives. Finally, practical and theoretical implications for both banks and researchers in the m- banking context are also discussed in the concluding section.

Purpose: Most of all studies regarding corporate social responsibility have been dealing with its direct performance. Many previous studies provided the evidence that corporate social responsibility activities directly affect firms‘ competitiveness or corporate reputation. However, there are no studies regarding the role of social capital between corporate social responsibility and firms‘ competitiveness. The present study aims to examine a mediating role of social capital between corporate social responsibility and corporate reputation. Research design, data and methodology: The structural equation model integrating corporate social responsibility, social capital, and corporate reputation was proposed with three hypotheses. Questionnaire including 15 question items for three concepts was designed. Data for testing hypotheses were collected from students and staff who had experienced the social responsibility activities of Korea Hydro & Nuclear Co. Ltd. SPSS and SmartPLS were used to analyze data. Results: All three hypotheses were supported at the significance level of 0.01. Corporate social responsibility have a significant influence on social capital as well as corporate reputation. Social capital plays a mediating role in the relationship between corporate social responsibility and corporate reputation. Conclusions: The present paper identified a missing link between corporate social responsibility and corporate reputation by validating an indirect effect of corporate social responsibility on corporate reputation through social capital. The present study contributes to finding the indirect link between corporate social responsibility and corporate reputation. Implications for academics and practitioners. The research model can be extended to analyze the relationship between corporate social responsibility and its performance. The present study sheds light on identification of a new role of social capital. Managers of firms have the opportunity to recognize the fact that investment recovery of corporate social responsibility results from social capital and corporate reputation in long-term rather than short-term. The results of this study offers an insight that managers can enhance customer loyalty. The process linking corporate social responsibility to corporate reputation through social capital implies that firms can realize spiritual marketing delivering authentic storytelling through corporate social responsibility. The present study has a limitation for generalizing of research results because the sampling came from a case of firm.