CAJ | 학술논문

引入企业社会责任领域的合法性理论,分析企业危机情境下的合法性策略及其效应。首先,通过8家案例企业分析总结出合法性策略的2个维度（价值维度和行为维度）;接着,利用2（反应时间：快、慢）×4（4种合法性策略）实验检验了4类策略的效果及时间因素的调节作用。结果显示,价值维度和行为维度的交互作用显著,不同合法性策略直接影响公众对企业态度的变化,时间因素有调节作用。
인입기업사회책임영역적합법성이론,분석기업위궤정경하적합법성책략급기효응。수선,통과8가안례기업분석총결출합법성책략적2개유도（개치유도화행위유도）;접착,이용2（반응시간：쾌、만）×4（4충합법성책략）실험검험료4류책략적효과급시간인소적조절작용。결과현시,개치유도화행위유도적교호작용현저,불동합법성책략직접영향공음대기업태도적변화,시간인소유조절작용。
This paper introduces legitimacy theory to analyze legitimacy strategies and its effect on public＇s attitude.Firstly,case study summaries two dimensions of legitimacy strategies.Then an experiment in a format of 2（response time： quick and slow） multiplied by 4（four kinds of legitimacy strategies） factorial design is employed to testify the effect of legitimacy strategies and response time.The results suggest that the interaction effect of value and action dimensions is significant and public＇s attitude is influenced by legitimacy strategies.Furthermore,response time is positively related to public＇s attitude and its mediating role for legitimacy strategies is significant.