기업의 사회적 책임활동이 친사회적 소비자행동에 미치는 영향

The Effects of Corporate Social Responsibility Activities on Prosocial Consumer Behaviors-the mediating role of Gratitude

These days, many companies have corporate social responsibility as a key competitive strategy. We address corporate social responsibility activities lead consumer emotional responses. The existing studies found corporate social responsibility has the impact on consumers cognitive reactions. So, this study compares to relative effects of corporate social responsibility on consumers emotional and cognitive responses. The results are as follows. First, economic and consumer protection responsibility activities don t influence on consumer emotional response(gratitude), but philanthropic and environmental protection responsibility activities influence. Second, feelings of gratitude and gratitude-based reciprocal behaviors positively have effects on prosocial behaviors. And the comparison of the relative influence of cognitive and emotional responses have no significant difference. Therefore, companies are aware of the importance of the consumer s gratitude and should strategy how to lead consumer gratitude.