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

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.