How do Retailers’ CSR Business Activities affect Customers in Korea?

• 발행기관: 한국유통과학회
• 저자명: Young-Sang CHO Ji-Bok CHUNG Sung-Mo CHUN
• 간행물 정보: 『유통과학연구(JDS)』제17권 제10호, 5~15쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.10.30

영문 초록

Purpose - Compared with the past when customers regarded a price factor as one of the most important criteria when choosing a retailer as a shopping destination, they seem to show different attitudes toward retailers in recent. This research, therefore, aims to explore how Korean customers respond to the CSR business activities provided by retailers. Research design, data, and methodology - The authors have developed the 6 hypotheses based on the literature review and adopted the 4 hypotheses after removing the 2 hypotheses through discriminant validity analysis. Results - Amongst the 4 hypotheses selected, H1 (community support), H3 (environment protection) and H6 (trading with unethical suppliers) related to a retailer’s CSR business practices are accepted, whilst H4 (product issues) is rejected. Surprisingly, Korean customers are not interested in a product safety issue, when deciding a shopping store. Conclusions - Rather than emphasizing cheaper prices to attract new customers or maintain existing ones, it is demonstrated through the research that retailers have to pay their attention to their CSR activities. For a retailer’s CSR practices, the retailer’s social role has become more important than ever before, from a customer’s point of view.

목차

Abstract

1. Introduction

2. Literature review and hypotheses development

3. Hypotheses development

4. Research methods

5. Research results

6. Conclusions

References

키워드

Retailer Customer Attitudes Corporate Social Responsibility Shopping Behaviour Store Selection