초록 열기/닫기 버튼
This study aimed at examining the influence of social responsibility(CSR) of restaurant chains to their corporate image(CI) and consumer purchasing intent. According to the result of our study, the sub-causes of CSR like economic activities, charitable activities, environmental recognition, and legal recognition influenced significantly to CI. In other words, CSR is heavily related with CI. Furthermore, the all of sub-causes of CSR influenced significantly to consumer’s purchasing intent. This means that CSR is heavily related with consumers’ purchasing intent. The results suggested that economic activities, charitable activities, and environmental recognition of CSR are perfectly related with CI, and legal recognition is partially related with CI. This means that CI will be enhanced when restaurant chains carried out CSR to the fullest, and this will lead to the emotional purchasing intent of consumers. From the theoretical perspective, the result of the study confirms the relationship between corporate social responsibility, corporate image and purchase intention, as well as the mediating effect of corporate image.. In practical aspects, given the extremely competitive circumstance where most restaurant chains are trying to promote using similar strategies, the study has its significance in suggesting the social responsibility as a new distinguishing strategy in terms of the long-term competitive edge through recognizing the previous strategies are very myopic The limitation of the study is that only corporate image is adapted as the parameter without concerning other variables, while a lot of variables can affect the relationship between social responsibility and restaurant chains. Also, the result of the causal relationship among constructive concepts is not sufficient for generalization due to convenience sampling and crosssection study.
