Influence of CSR activities on organizational reputation and behavior intentions: Focused on medical institutions

Abstract

The purpose of this study was to investigate the relationship among the consumer perception of corporate social responsibility activities, organizational reputation, and behavioral intentions. To accomplish the purpose of this study, corporate social responsibility activities are classified into five activities: legal, economic, ethical, philanthropic, and human rights. As a result, corporate social responsibility activities related to economic, ethical, and human rights had a significant effect on organizational reputation. On the other hand, legal and philanthropic activities did not have a significant effect on organizational reputation. Also, gender showed partial moderating effect between the antecedent and consequences. This study extends the study of social responsibility activities to nonprofit organizations, and it is worthy of research that we have identified areas of activity that have positive effects on organizational performance among social responsibility activities of medical institutions. The results of this study are expected to provide practical implications for the social responsibility activities of nonprofit organizations. ? Rushing Water Publishers Ltd. 2018.