외식업의 사회공헌활동이 구매의도에 미치는 영향

The purpose of this study is to provide implications for the application of corporate social responsibility in independent restaurants. The results of the analysis of the causal relationship between CSR(corporate social responsibility), corporate image, corporate attitude, purchase intention are as follows: In CRM(cause related marketing) model, first, it is presented that CRM has a positive impact on corporate attitude. Second, corporate attitude has a positive impact on purchase intention. In PA(philanthropy activities) model, first, PA has a positive impact on corporate image, corporate attitude, and purchase intention. Second, corporate image has a positive impact on corporate attitude, purchase intention. Finally, corporate attitude has a positive impact on purchase intention. Also, the multi-group analysis based on the period of CSR showed no differences in the influence between the long-term group and the short-term group. Based on the results of this empirical studies, the following managerial implications for enhancing corporate performance are presented as follows; First, because CRM represents an immediate effect in sales promotion, it is very useful as a tactical means of short-term performance. Second, because PA has a positive impact on corporate image, corporate attitudes, and purchase in the short and long term, it is necessary to utilize the strategies for ensuring the continuous competitiveness.