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ISSN : 1229-8778
본 연구는 기업 공익활동 방식과 이에 대한 소비자들의 귀인이 해당 기업 평가에 어떤 영향을 미치는지 살펴보았다. 구체적으로, 기업 공익활동 방식의 일관성 및 차별성 귀인에 따라 해당 기업에 대한 태도가 달라질 것이라는 가설을 통해 이를 검증하고자 하였으며, 이를 위해 대학생 60명을 대상으로 측정한 실제 기업에 대한 태도를 바탕으로 기업을 선정한 후 본 실험에서는 대학생 276명에게 기업에 대한 사전태도를 측정하고 4개의 기업 공익활동에 대한 가상의 스크립트를 제시한 후, 기업에 대한 태도를 측정하였다. 연구 결과 소비자들이 일관적인 공익활동을 하는 것으로 귀인 하는 기업에 대한 태도는 변하지 않았으나, 차별적인 공익활동을 하는 것으로 귀인 하는 기업에 대한 태도는 유의미하게 높게 나타났다. 또한 공익활동에 대한 일관성 귀인과 차별성 귀인이 기업에 대한 태도에 미치는 영향은 소비자의 기업에 대한 사전태도에 따라 다르게 나타났다.
This study investigated the effects of consistency and distinction attribution of corporate's cause-related behavior on attitude toward corporate. Particularly, We examined that corporate's attitude would be differ from attribution types that are considered as either consistency or distinction on corporate cause-related behavior by consumer. Also, We consider that the change of attitude toward corporate would be differently caused by favorable of unfavorable prior attitude on corporate. To test that hypothesis, an experiment conducted in a 2×2 factorial design. In experiment, subjects were asked to respond the items that measured prior attitude, and then they read the fictional scripts about corporate cause-related behavior divided by both consistency and distinctive. Finally, We measured subject's attitude toward corporate. The results of empirical testing are follows. It appeared that corporate's cause-related behavior performed to be distinctively others is more favorable by subjects. In each groups, a group that has favorable prior attitude to corporate had main effects' distinctive attribution and interaction effects but, the other group(unfavorable prior attitude to corporate) appeared to only distinctive attribution effect on corporate cause-related behavior.
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