기업의 사회적 책임 혜택이 기업평판과 재구매의도에 미치는 영향 -대형할인점을 중심으로-

This study investigated the effect of corporate social responsibility benefits on corporate reputation and repurchase intention in discount stores and was attempting to prove a causal relationship between these research concepts. Hypothesis and research model derived from previous studies for this purpose, and this was verified through empirical investigation by questionnaire targeted at large discount stores user. The results are summarized as follows: First, the corporate social responsibility benefits are consumer benefits, social benefits, corporate benefits has been divided into corporate benefits, appeared to be affected in the positive (+) by the corporate social responsibility. Second, the CRS consumer benefits, the CRS social benefits, the CRS business benefits are affected each positive (+) on corporate reputation. Third, the CRS consumer benefits, the CRS social benefits, the CRS corporate benefits, corporate reputation is affected each of repurchase intention to positive (+). If these results are only utilizing instrumental management tool for achievement of the objectives of CSR activities, which can not improve the corporate reputation and repurchase intention, indicating that there are insufficient to promote the positive behavior of the consumer. When consumers are also feeling the experience direct and specific benefits for the CSR activities, corporate reputation is enhanced and positive consumer behavior response.