CSR 적합성과 위기 발생 영역, 위기 대응 커뮤니케이션이 기업에 대한 태도에 미치는 영향

초록

The current investigated the effect of CSR cause-fit, crisis domain and crisis communication strategy on consumers' attitude toward the company with the level of skepticism as a mediator. The study employed a 2(CSR cause-fit: high fit/low fit) X 2(crisis domain: main business/non-main business) X 3(communication strategy: defense/acceptance/no reaction) factorial design and conducted a survey with a total of 409 undergraduate and graduate students. The findings of the study show that the crisis domain and communication strategy have an effect on the skeptical attitude. However, the level of skeptical attitude was higher when the crisis occurred in the domain that was not related to the major business area than the domain related to the major business. The level of skeptical attitude was lowest when the acceptance strategy was used compared to the defense strategy or no reaction. The results imply that the type of crisis communication strategy is the most critical factor in effective crisis management. Furthermore, the cause-fit of CSR and the crisis domain are to be considered in the development of comprehensive crisis response strategies.

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