원문정보
The Effect of Corporate Social Responsibility(CSR) on behavior intension based on Extended theory of Planned behavior : A case of Starbucks Coffee
초록
영어
The objective of this study is to investigate the effect of the CSR on perceived value, attitude toward behavior, subjective norms, perceived behavior control and behavioral intention. Perceived value was measured by two main constructs: economic value and social value. A total of 300 questionnaires were distributed and 294 samples were used for statistical analysis. As results, CSR showed significant effects on attitude toward behavior, subjective norms, perceived behavior control, economic value, and social value moreover those antecedents of behavior intention positively influenced on behavior intention except subjective norms and social value. Based on the results, theoretical and practical implications were discussed.
목차
I. 서론
II. 이론적 배경
1. 기업의 사회적 책임 (Corporate Social Responsibility: CSR)
2. 확장된 계획된 행동 이론 & 지각된 가치
3. 기업의 사회적 책임, 확장된 계획 행동이론, 지각된 가치의 영향관계
III. 연구설계 및 조사 방법
1. 연구모형
2. 설문지 구성
3. 조사 및 분석방법
IV. 실증분석
1. 표본의 일반적 특성
2. 타당성 및 신뢰성 검증
3. 연구모형 검증
V. 결론 및 시사점
참고문헌