갑질 스캔들이 기업의 사회공헌 활동 성과에 미치는 부정적 영향 - 기업의 사회공헌 활동에 대한 소비자 인식에 있어, 사회공헌 활동의 적합성과 소비자 연령별 세대 차의 상호작용효과를 중심으로 (The Effects of Corporate Gapjil and Fit on Consumer Perceptions of CSR in Different Age Groups)

서지정보

· 발행기관 : 한국물류학회
· 수록지 정보 : 물류학회지 / 29권 / 1호 / 51 ~ 62페이지
· 저자명 : 이상화

초록

이번 연구를 통하여 기업의 사회공헌 활동과 갑질이 사회공헌 활동과 사업과의 적합성 정도에 따라 그리고 소비자 연령별 세 대 간에 따라 소비자들의 인식에 미치는 영향을 살펴보고자 하였다. 기업 고유의 사업과 적합도가 높은 사회공헌 활동으로는 제약 회사가 암 퇴치와 관련된 다양한 사회공헌 활동을 벌이는 시나리오를, 그리고 적합도가 낮은 사회공헌 활동으로는 외국인 노동자 지원과 관련된 다양한 사회공헌 활동을 벌이는 시나리오를 가정하고, 총 120명의 소비자들을 30-50대 일반인 그룹 60명과 20대 대학생 그룹 60명으로 나누어 실험을 실시하였다. 실험을 통하여 확인한 사항은 다음과 같다. 첫째, 일반인 소비자들은 기업 고유 의 사업과 적합성이 높은 사회공헌 활동에 대해 적합성이 낮은 사회공헌 활동에 비해 더 긍정적으로 평가하지만, 대학생 소비자들 은 적합성이 높든 낮든 그 평가에 있어 차이가 없다 (가설 1 기각). 둘째, 기업 고유의 사업과 사회공헌 활동간의 적합성 정도와 상관없이, 일반인 소비자들은 대학생 소비자들에 비하여 더 긍정적으로 평가한다 (가설 2 채택). 셋째, 사회공헌 활동 후에 갑질이 발생하면, 갑질로 인하여 소비자 인식이 하락하는 ‘갑질효과’가 발생한다 (가설 3 채택). 넷째, 갑질로 인한 소비자 인식 하락의 정 도에 있어 적합성이 높은 경우와 적합성이 낮은 경우간에 차이가 없다 (가설 4 기각). 마지막으로 갑질로 인한 소비자 인식 하락의 정도에 있어 일반인 소비자들과 대학생 소비자들간에 차이가 없다 (가설 5 기각). 이번 연구를 통하여 사회공헌활동 후 기업의 갑 질 스캔들이 발생하는 경우, 기업에 대한 소비자 인식이 하락하는 소위 ‘갑질효과’라는 개념을 제시하고, 갑질효과가 사회공헌 활 동의 적합성 정도에 상관없이 그리고 일반인이나 대학생 할 것 없이 모든 소비자 계층에서 광범위하게 그리고 대폭적으로 발생한 다는 것을 실증적으로 확인하였다. 따라서, 기업들은 사회공헌활동을 전개하는 것 못지않게 갑질과 같은 부정적인 사건이 발생하 지 않도록 각별히 주의하여야 한다.

영어초록

This study conducts two experiments to test whether the perceived fit between the corporate’s inherent business and its CSR and the power trip of the corporate (“Gapjil”) have an effect on the consumers’ perceived evaluation of CSR in different age groups. The first experiment is to test whether and how CSR activities of the corporates with high fit between the corporate’s inherent business and its CSR are perceived differently to the consumers in different age group (college students in their 20s vs. the employees in their 30s and 50s), compared to the CSR activities of the corporates with low fit between the corporate’s inherent business and its CSR, using the fictitious CSR scenarios of doing various cancer-related CSR activities as high fit case and conducting various foreign worker-related CSR activities as low fit case of the pharmaceutical company and the tobacco company. The second experiment is to test whether and how the consumers’ perception of the corporate’s CSR is affected by the corporate power trip (“Gapjil”) based on the fit between the corporate’s inherent business and its CSR (high fit CSR vs, low fit CSR) among the consumers in different age group (college students in their 20s vs. the employees in their 30s and 50s). The experiments confirm that (1) the fit between the corporate’s inherent business and its CSR does not drive the consumers’ perception of CSR given that, in the consumer group in their 30s and 50s, the consumers evaluate the high fit CSR activities of the corporate more positively, compared to the low fit CSR activities of the corporate; however, in the consumer group in their 20s, there is no statistically meaningful difference in the perceived evaluation of the CSR activities between high fit CSR case and low fit CSR case, (2) the age group of the consumers drives the consumers’ perception of CSR given that, both in high fit CSR case and in low fit CSR case, the consumers in their 30s and 50s evaluate the CSR activities of the company more positively, compared to the consumers in their 20s; (3) the consumers’ perceived positive evaluation of the CSR drops significantly after the negative event of the corporate power trip (“Gapjil”) regardless of whether the fit between the corporate’s inherent business and its CSR is high or low and whether the consumers are in their 20s or in their 30s and 50s, (4) the fit between the corporate’s inherent business and its CSR does not drive the range of the drop in the consumers’ perceived positive evaluation of the CSR given that, in consumer groups in their 30s and 50s as well as in their 20s, there is no statistically meaningful difference in the range of the drop in the consumers’ perceived positive evaluation of the CSR after the power trip of the corporate between high fit CSR case and low fit CSR case, and (5) the age group of the consumers does not drive the range of the drop in the consumers’ perceived positive evaluation of the CSR given that, in both cases of the power trip of the corporate with high fit CSR case and low fit CSR case, there is no statistically meaningful difference in the range of the drop in the consumers’ perceived positive evaluation of the CSR after the power trip of the corporate between the consumers in their 20s and the consumers in their 30s and 50s. This study contributes to the academia providing the empirical evidence of the existence and the driving forces of the corporate power trip on the consumers’ perception of the CSR (the “Gapjil Effect”). This study also contributes to the managers in the field delivering the importance of avoiding the happening of the corporate Gapjil as well as doing CSR activities considering its significant negative impact on the consumers’ perceived positive evaluation of the CSR. The scenario probed in this study is limited to the case where the inherent reputation of the corporate’s business is good. Further studies are necessary to probe the Gapjil Effect of the case where the inherent reputation of the corporate’s business is bad.

참고자료

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