Recently, Corporate Social Responsibility(CSR) has been gradually spreading to public institutes as well as corporates. Public institutes require a higher level of social responsibility than corporations because they are aimed at promoting public welfare and curbing monopolies but the reality is that the CSR level of public institutes in Korea is still insufficient. To overcome this situation, state-run companies or public institutes will have to take the lead in enhancing public character in meeting their founding objectives, as they have the characteristics of a "mixed organization" with two governing principles, "publicity" and "Corporate character" at the same time. Against this backdrop, this study aimed to comprehensively understand the structural relationship between public corporates and quasi-governmental organizations in Korea on how the conformity and authenticity of these institutes by CSR motives affect the attitudes of public corporates.
First, this study validated how an CSR motivation affected CSR onformity and CSR authenticity. CSR motivation is largely divided into social contribution motivation and profit(performance) motivation, which affects CSR effectiveness according to how it is interpreted. This study also validated how CSR conformity affected CSR authenticity, public image and intent to participate in public enterprises' business.
In addition, this study also validated the impact of CSR conformity, CSR authenticity on the image of public corporations and the intent to participate in public enterprises' business. It also verified the image of state-run companies and their impact on their intention to participate in projects. Finally, it also verified the impact of the public company's image on the intention of public corporates' business participation.
As a result, firstly, it was confirmed that the profit(performance) motivation factor was less relevant to CSR conformity. Second, the social contribution motivation factor, which is a sub-factor of CSR motivation, was shown to affect CSR conformity and the social contribution motivation factor to affect CSR authenticity. Third, CSR conformity was found to have a positive impact on the image of public corporates. CSR authenticity also increases the positive impact on the image of state-run companies, the report showed. Fourth, CSR conformity was found to have no effect on the intention of participating in the projects of public corporates. The reason for the rejection was that users of public enterprises rated CSR authenticity highly and were less interested and satisfied when visited by CSR conformity. Fifth, the image of state-run companies has a positive effect on the intention of participating in public enterprises' projects.
These results are meaningful to the fact that the conformity and authenticity felt by the customer, such as the contribution activities of the public corporates in the region, have been attempted to provide implications for the establishment of strategies and marketing that affect customer satisfaction, such as securing future business participation customers and developing new projects that reflect the customer's needs.