earticle

영어

On November 1, 2011, International Organization for Standardization : ISO developed ISO26000 by consensus of extensive stakeholders. The demand of Corporate Social Responsibility become even more violent. The concept of Corporate Social Responsibility entried into China formally on 2004, China began to focus on social research and policy. In particular, the recent high-profile security issues of dairy products. While emphasizing dairy safety issues, researching on social responsibility of Chinese diary corporate is also important. Therefor, on the basis of existing literature, the study starts from Environmental Protection, Product Safety and Charity of social responsibility activities which consumers are more concerned about, decides the biggest factor affecting consumer purchase intent, establishes research model and then carries on empirical analysis. Hope to obtain excuses which promote corporate fulfilling social responsibility actively and sort out the reasons which influence consumer purchase intent systematically by studying. Secondly, I hope to bring some enlightenment for the sustainable development of China'sdairyindustrythroughresearch. To achieve the above purpose, the scope of this paper sets on existing dairy enterprise on Chinese market and conducts a questionnaire on the status of corporate social responsibility of Chinese dairy products mainly by consumers of Henan province of China. 216 questionnaire is valid finally. By the data collected, making a simple description for the sample characteristics firstly. Secondly, using SPSS 20.0 and conducting on reliability analysis, Factor Analysis, Multiple Regression Analysis for each variable. By analysis on variables, the results show that enterprises fulfilling social responsibility have a positive effect on consumer purchasing diary products. Environmental protection and charitable activities have a greater impacts particularly. But product safety has almost no effect. By analyzing, Chinese diary enterprises should provide a healthy, high-quality dairy products in order to protect the interests of consumers. Especially on the situation of serious Product homogeneity of todays’ enterprises, good reputation is an intangible asset.

한국어

기업의 사회적 책임에 대한 요구는 큰 관심을 받고 있으며, 특히 최근 주목받는 것은 유제품 관련 문제이다. 기존 의 문헌연구를 통하여 사회적 책임 활동을 환경 보호, 제품 안전 및 자선 활동으로부터 정의하였다. 논문의 목적은 소비자 재구매의도에 기업에 사회적 책임 활동이 요인을 확인하고자 한다. 본 논문은 위와 같은 목적을 달성하기 위해 중국 시장에서의 기존 유제품을 대상으로 정하고, 중국 허난성 소비자를 중심으로 중국 유제품의 기업의 사회 적 책임 실태에 대한 설문조사를 실시합니다. 216설문지를 통하여 신뢰도 분석, 요인 분석, 다중 회귀 분석을 진행하 였다. 분석을 통해 사회적 책임을 다하는 기업이 소비자 재구매의도에 긍정적인 영향을 미친다는 결과가 보여주었다. 구체적으로 환경 보호와 자선 활동은 특히 더 큰 영향을 미쳤다. 이를 바탕으로 기업의 사회적 책임활동의 중요성과 중국 기업 및 정부에 시사점을 제공해준다.