CSR & Interactivity 24
However, the correlation between the frequency of CSR issues presented and
annual revenues of a company (H1.b) and the correlation between the frequency and
ranking of a company (H1.c) were not significant: (r= .168, p>. 05 and r= .191, p>. 05).
RQ2. It is shown that most Korean corporations present CSR issues in relative
simple forms, such as press releases (39%) and links to other outside sites related to given
CSR issues (40%) as seen in Table 6. In terms of on-line publications, 15 companies
regularly issued webzines of various contents including CSR issues for their employees.
Only 5.7 % used audio/video clips to present CSR issues on the Web.
Considering the level of prominence of CSR issues, most CSR issues (73%) were
presented at the level 2, that is, requiring two clicks on the Web. There was a significant
difference just in level 2 between the chaebol and non-chaebol companies (
χ
²= 4.571, p<.
05), whereas there is no significant difference in other levels as seen in Table 7.
Therefore, this hypothesis (H2.a) is not supported.
RQ3. As seen in Table 8, most Web sites have a site map (97%) and updated news
posting within 30days (88%). Most pages on the Web concentrated on news information
mainly related to outputs such as products or services from their own and affiliated
companies.
In terms of search engine in the ‘ease interface’ category, most Web sites (83%)
allow users only to access information on products and services from their own
companies, and 39 (40%) offered links to other sites for user's convenience, such as to
news media or committee for social works. In the category of ‘return visits’, 99% of the
Web sites have e-mail for connecting the Web masters or staffs, but only 5 Web sites
(5%) provide motivations for encouraging users to try to connect the Web master by
Convention