참여형 CSR에서의 참여노력과 의인화가 참여의도에 미치는 영향: 의인화 된 수혜 대상의 표정과 네이밍에 따른 소비자 인식의 차이를 중심으로

초록

Recently, companies' interest in participatory CSR, which can elicit positive responses from consumers through their participation, is increasing. However, unlike the growing interest of companies, academic interest in participatory CSR was insufficient. In particular, prior research does not provide clear results on the appropriae level of participation effort and its effect on consumer perception. This study examined therole of participatory effort focusing on the effect of the anthropomorphic messenger's expression presented in participatory CSR on consumers' perceptions (Study 1), and furthermore, investigated the role of naming as a way to positively change consumers' negative perceptions in participatory CSR (Study 2). As a result of Study 1, when the messenger's expression is sad (happy), consumers perceive the messenger as a victim (a marketing agent), so the intention to participate in CSR was more positive (more negative) as the participation effort increased. As a result of Study 2 examining the influence of naming, when the participants directly named the anthropomorphic messenger, their intention to participate was positive as the participation effort increased regardless of the messenger's expression. In other words, the naming shifted the consumer's perception of the messenger from a marketing agent to a victim. Finally, based on the research results, we discuss the implications of this study and suggest future research directions.

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