한국마사회 CSR 활동이 기업이미지 및 소비자 행동의도에 미치는 영향

The purpose of the present study eas to investigate the causal relationships between the corporate social responsibility of Korea Racing Authority(KRA), corporate image, and consumer behavior intention. A total of 400 questionnaires were distributed and collected from the attendants who visited at least three times at the Seoul Race Track from July 3rd, 2014 to October 18th by using a purposive sampling method. After excluding responses with excessive amount of missing data, 350(88%) questionnaires were included in this study. Several statistical analyses including a descriptive analysis, an exploratory and a confirmatory factor analyses, Pearson’s correlation analysis, an internal consistency test, and a structural equation modeling(SEM) analysis were conducted by using SPSSWIN Ver. 18.0 and AMOS 18.0. The followings are the results of the current study. First, the path coefficients between economic responsibility, and philanthropic responsibility and professional corporate image were found to be statistically significant. Second, the path coefficients between economic responsibility, and philanthropic responsibility and trustful corporate image were found to be statistically significant. Third, the path coefficients between professional corporate image and consumer loyalty, and consumer good will were found to be statistically significant. Lastly, the path coefficient between trustful corporate image and consumer goodwill was found to be statistically significant.