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The Effect of CSR Identity on Consumer Perception and Behaviors

CSR Identity가 소비자 지각과 행동에 미치는 영향에 관한 연구

  • 김영형 (금오공과대학교 산학협력단)
  • Received : 2013.03.11
  • Accepted : 2013.04.20
  • Published : 2013.04.28

Abstract

The main purpose of this study was to investigate the effect of CSR identity on customer-corporate identification and to explore the effect of customer-corporate identification on consumers' affective commitment and behavioral commitment intention. Indeed, this study investigated the mediating role of affective commitment in linking customer-corporate identification and behavioral commitment intention. Results found CSR identity to be a statistically significant construct that has an impact on consumers' customer-corporate identification. The result also showed that customer-corporate identification had positive effect on customers' affective commitment and behavioral commitment intention. And affective commitment was found to be a statistically non significant mediator that explaining the relationship between customer-corporate identification and behavioral commitment intention.

Keywords

CSR Identity;Customer-company Identification;Behavioral Commitment;and Affective Commitment