Title Page
Contents
ABSTRACT 7
I. Introduction 9
1.1. Research Background 9
1.2. The Purpose of Research 10
1.3. Composition of Research 11
II. Theoretical Argument and Literature Review 12
2.1. Corporate Social Responsibility (CSR) and Communication 12
2.1.1. CSR and Corporate Marketing·PR(Public Relations) 12
2.1.2. CSR Communication 17
2.2. Corporate's Website as CSR Communication Method 23
2.2.1. Website Communication Function and Characteristics 23
2.2.2. Preceding literatures of Website as CSR Communication Method 26
III. Research Question and Research Method 29
3.1. Research Question 29
3.2. Research Method 30
3.2.1. Selecting Subject of Analysis 30
3.2.2. Framework of analysis: 7 Core Subjects of ISO 26000 32
3.2.3. Framework of analysis: Website Mechanism 34
IV. The Result of research 36
4.1. CSR Information Use on the Website 36
4.1.1. VAUDE 41
4.1.2. PATAGONIA 45
4.1.3. EIDER 49
4.1.4. OAKLEY 49
4.2. Analysis of Website Mechanism Strategy 50
4.2.1. VAUDE 50
4.2.2. Vaude Website for CSR report 53
4.2.3. PATAGONIA 58
4.2.4. EIDER 65
4.2.5. OAKLEY 66
V. Conclusion and Discussion 68
5.1. Summary of Research Result 68
5.2. Implication and Future Tasks 72
Reference 74
ABSTRACT IN KOREAN 79
〈Table 2-1〉 Contents of ISO 26000 15
〈Table 2-2〉 Expression of consumer's attitude towards CSR 19
〈Table 3-1〉 Sustainability criteria of Rank a Brand 30
〈Table 3-2〉 Subjects of analysis from Rank a Brand 31
〈Table 3-3〉 Core subjects and issues... 33
〈Table 3-4〉 Website Mechanism 34
〈Table 4-1〉 The results of CSR information Use 37
〈Table 4-2〉 The result of website's mechanism analysis 50
〈Table 4-3〉 Information architecture of vaude.com... 51
〈Table 4-4〉 Middle menu 52
〈Table 4-5〉 Bottom menu 52
〈Table 4-6〉 Information architecture of csr-report.vaude.com 54
〈Table 4-7〉 Information Architecture of Patagonia.com 58
〈Table 4-8〉 Information architecture of eider.com 65
〈Table 4-9〉 Information architecture of www.oakley.com 67
〈Table 5-1〉 4Types of website mechanism 70
〈Table 5-2〉 4Types of website use for CSR communication 71
〈Figure 2-1〉 The Pyramid of Corporate Social Responsibility 14
〈Figure 2-2〉 The most trusted AD format by consumers in the world 25
〈Figure 3-1〉 Evaluation Model for strategic website 36
〈Figure 5-1〉 4Types of Strategy for CSR information usage on the website 69