CAJ | 학술논문

本文通过实验研究检验污点企业开展社会责任活动的有效性，结果发现：（1）公众对于企业开展社会责任活动的诚意动机感知度决定其对企业形象的评价。当公众认为企业的诚意动机高时，企业社会责任活动能够提升公司形象；反之，则会损害公司形象。（2）公众对企业的诚意动机感知度受企业与其社会责任活动支持的目标对象之间的利益关联显著性，以及企业社会责任活动信息来源的影响：当利益关联显著性高且信息来源于企业时，公众对企业的诚意动机感知度低，企业社会责任活动无法提升公司形象。
본문통과실험연구검험오점기업개전사회책임활동적유효성，결과발현：（1）공음대우기업개전사회책임활동적성의동궤감지도결정기대기업형상적평개。당공음인위기업적성의동궤고시，기업사회책임활동능구제승공사형상；반지，칙회손해공사형상。（2）공음대기업적성의동궤감지도수기업여기사회책임활동지지적목표대상지간적이익관련현저성，이급기업사회책임활동신식래원적영향：당이익관련현저성고차신식래원우기업시，공음대기업적성의동궤감지도저，기업사회책임활동무법제승공사형상。
We conduct an experiment to examine the effectiveness of CSR activities of companies with an undesirable rep-utation.It is found that CSR activities improve a company's image when consumers and the public have high perception of sin-cerity of motives, but may damage a company's image when its sincerity of motives is perceived as low or ambiguous.Variables affecting perceived sincerity include the benefit salience of the activities and the source from which consumers learn about CSR activities.High benefit salience hurts a company's image, especially when consumers learn about them from a company source.