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The Effect of Global Logistics Firms' Engagement in Social Responsibility on Customers' Perception of Price Fairness -Experimental Evidence in Korea-
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논문 기본 정보

Type
Academic journal
Author
OH HAN-MO (전북대학교)
Journal
한국물류학회 물류학회지 물류학회지 제26권 제5호 KCI Accredited Journals
Published
2016.1
Pages
59 - 65 (7page)

Usage

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The Effect of Global Logistics Firms' Engagement in Social Responsibility on Customers' Perception of Price Fairness -Experimental Evidence in Korea-
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Abstract· Keywords

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Although many logistics firms engage in corporate social responsibility (CSR) activities, prior research has little investigated the effects of those firms’ engagement in CSR on customers’ perception of price fairness. Drawing on the social exchange theory and the instrumental stakeholder theory, the author develops a conceptual framework that can explain the effect of global logistics firms’ CSR engagement on perceived price fairness and the moderating role of customers’ intrinsic attribution of CSR. A between-subjects scenario experiment was conducted to manipulate participants’ perceived level of a global logistics firm’s engagement in CSR. The effects of the experimental treatment were analyzed with an analysis of variance. The results of the analysis shows that customers’ perception of price fairness is significantly lower in the experiment group than in the control group and that customers’ perception of price fairness is significantly higher for high intrinsic CSR attribution than for low intrinsic CSR attribution. The findings of the present study propose an underlying psychological mechanism liking global logistics firms’ engagement in CSR to customers’ perception of price fairness, in which the perception depends crucially on customers’ CSR attribution. Finally, the author suggests strategies for global logistics firms to optimize the effect of CSR engagement on customers’ perception of price fairness.
#가격 공정성 #고객 지각 #글로벌 배송 기업 #기업의 사회적 책임 #내재적 속성

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References (30)

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Aguilera, R. V. / 2007 / Putting the S Back in Corporate Social Responsibility : A Multilevel Theory of Social Change in Organizations / Academy of Management Review 32(3):836~863 google schola Auger, P. / 2003 / What Will Consumers Pay for Social Product Features? / Journal of Business Ethics 42(3):281~304 google schola Becker-Olsen, K. L. / 2006 / The Impact of Perceived Corporate Social Responsibility on Consumer Behavior / Journal of Business Research 59(1):46~53 google schola Berens, G. / 2005 / Corporate Associations and Consumer Product Responses : The Moderating Role of Corporate Brand Dominance / Journal of Marketing 69(3):35~48 google schola Blau, P. M. / 1964 / Exchange and Power in Social Life / John Wiley & Sons google schola

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