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논문검색

외식기업의 사회적 책임(CSR)활동과 신뢰, 구매의도와의 관계 연구 : 대전지역을 중심으로

원문정보

A Study on the Relationship between Corporate Social Responsibility, Trust, and Purchase Intention of Restaurants : Focusing on Daejeon Area

윤성필

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초록

영어

The purpose of this study is to analyze relationship between CSR activities, trust, and purchasing intention of Daejeon area eateries. In other words, to analyze the effect of CSR activities on trust and trust on purchasing intention. In order to achieve this goal, we conducted an empirical analysis of customers who have visited eateries in Daejeon area. The sample survey method, which is a non-probabilistic sampling method, was used from May 1st to May 30th, 2018. A total of 250 questionnaires were distributed and 232 questionnaires were collected and except 3 unsuitable or inconsistent questionnaires. Thus, 229 questionnaires were finally coded. A statistical package program(SPSS 18.0) was used for frequency analysis for understanding the demographic characteristics, factor analysis, reliability test, correlation analysis for every single measurement variables. Finally, we conducted structural equation modeling analysis through AMOS 18.0 statistical package program to verify structural model. As a result, it was found that there are significant effects between CSR activities and trust, trust and purchase intention. Thus, both academic and practical perspectives are suggested. We hope that the result of this study will broaden the scope on CSR activity, trust, and purchase intention on food service industry.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 사회적 책임활동
  2. 신뢰
  3. 구매의도
 Ⅲ. 연구설계
  1. 연구모형 및 가설설정
  2. 가설설정
  3. 측정변수 및 설문지 구성
  4. 자료수집 및 분석방법
 Ⅳ. 실증분석
  1. 조사표본의 일반적 특성
  2. 측정변수의 신뢰성 검증 및 탐색적 요인분석
  3. 측정변수의 판별타당성 검증
  4. 측정변수의 판별타당성 검증
  5. 측정변수의 판별타당성 검증
 Ⅴ. 결론
 참고문헌

저자정보

  • 윤성필 Seongpil Yun. 중부대학교 항공관광학부 겸임교수

참고문헌

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