초록 열기/닫기 버튼
본 연구는 항공사 CSR활동이 기업 이미지, 태도 및 행동의도에 미치는 영향을 살펴보기 위해 실시되었다. 이러한 정량적 검증을 토대로 몇 가지 결과를 도출하였다. 첫째, 회귀분석을 통해 항공사 CSR활동이 기업 이미지, 태도 및 행동의도에 정(+)의 영향을 미치고, 공통적으로 항공사 CSR활동 중 지역·문화 사업 활동이 가장 많이 기여하는 요소로 나타났다. 둘째, 기업이미지는 태도에 긍정적인 영향을 미치는 것으로 나타났으며, 기업 이미지와 태도는 행동의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 매개효과 분석결과를 통해 항공사 CSR활동과 행동의도의 관계에서 기업 이미지와 태도가 매개변수로서의 역할을 하는 것으로 나타났다.
This study was conducted to examine the effect of CSR Activities on corporate image, attitude and behavioral intention in airline. Some suggestions deduced from quantitative evaluations are as following. First, after examining the effect relationship(hypothesis 1) between CSR and corporate image, CSR had a positive(+) effect(explanatory power=40.5%) on corporate image. Second, hypothesis 2 was supported by result that CSR had a positive effect(explanation power=39.9%%) on attitude. Third, hypothesis 3 was supported by result that CSR had a positive effect(explanation power=40.5%) on behavioral intention. Fourth, according to the effect relationship(hypothesis 4) between corporate image and attitude, corporate image had a positive(+) effect(explanatory power=60.8%) on attitude. Fifth, hypothesis 5 was supported by result that corporate image had a positive effect(explanation power=54.4%) on behavioral intention. Sixth, hypothesis 6 was supported by result that attitude had a positive effect(explanation power=63.1%) on behavioral intention. Meanwhile, according to analysis result of mediation effect, corrporate imageand attitude played roles as a mediator variable between corporate social responsibility and behavioral intention.
키워드열기/닫기 버튼
Corporate Social Responsibility, Corporate Image, Attitude, Behavioral Intention
