공유가치창출(CSV) 활동이 기업이미지와 신뢰도에 미치는 영향

Creating Shared Value (CSV) Activities in Korean and Chinese Firms: Do These Influence Corporate Image and Reliability?

In order to respond to diverse social needs, firms implement corporate social responsibility (CSR) activities. When enterprises get highly interested in social contribution activities, they can expect a positive impact on their corporate image and reliability. However, studies about how much influence on revenue CSR activities provide are very limited. Thus, this study focuses on how CSV activities affect the image and reliability of enterprises. A questionnaire survey was conducted on 179 enterprises in China and 170 those in South Korea. Results show that CSV activities have a significant influence on the image of enterprises in China and South Korea. While CSV activities are less associated with reliability of enterprises in China compared with those enterprises in South Korea, this may be because of the existence of different factors such as the relationship between enterprises and the Chinese government, which influence the credibility of Chinese enterprises. Such findings reflect not only the relationship between enterprises and Chinese government, but also the characteristics of Chinese consumers in low trust society such as less reliable consumer culture and consciousness.