항공산업에서 사회적 책임(CSR)활동에 따른 기업평판 및 항공사 이미지가 구매의도에 미치는 영향


박현규, 곽동현, 류기상

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The purpose of this study was to investigate the effect of corporate social responsibility on airline image, corporate reputation, and behavior intention. In particular, this study attempted to examine customers' intention formation, to test the mediate role of airline image and corporate reputation in the proposed theoretical framework, and to investigate the moderate role of awareness in determining behavioral intention in the airline industry. The results of the structural equation modeling showed that corporate social responsibility, corporate reputation and airline image played essential roles in generating behavioral intention. In addition, airline image was found to act as a partial mediator in the proposed framework. Further, results of the invariance tests verified a significant moderating role of awareness. Specifically, findings from structural group comparisons indicated that the paths from airline image to corporate reputation and from corporate reputation to airline image differed significantly across groups.


 Ⅰ. 서론
 Ⅱ. 이론적 고찰
  1. 개념적 정의
  2. 변수의 관계
 Ⅲ. 연구방법
  1. 측정
  2. 표본 및 데이터 수집
  3. 데이터 분석 도구
 Ⅳ. 결과
  1. 측정 모형과 구조 모형
  2. Metric Invariances
 Ⅴ. 결론
  1. 학문적ㆍ실무적 시사점(Theoretical Implications)
  2. 한계점 및 향후 연구 제안


  • 박현규 HyeonGyu Park. 세종대학교 외식경영학과 석사과정
  • 곽동현 DongHyun Kwag. 세종대학교 외식경영학과 박사과정
  • 류기상 KiSang Ryu. 세종대학교 외식경영학과 부교수


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