기업의 사회적 책임, 기업평판, 구매의도와의 영향관계: 중식 프랜차이즈를 중심으로

This study examined the factors that affect the relationship between Social Responsibility, Corporate Reputation and Purchase Intention. A total of 230 questionnaires were distributed to the consumers, of which 220 were deemed suitable for analysis after the removal of 10 unusable responses. In order to perform statistical analyses required in the study, SPSS 21.0 Statistical Program was employed for frequency analysis, factor analysis, and reliability analysis, correlations, regression analysis. The results of exploratory factor analysis showed that four factors regarding Social Responsibility were extracted from all measurements with a KMO of 0.793 and a total cumulative variance of 87.787%, with regard to Corporate Reputation, One factors were extracted with a total cumulative variance of 61.486% and a KMO score of 0.754. One factor for Purchase Intention was extracted that accounted for a total cumulative variance of 73.636% and a KMO score of 0.684. All factors were significant to 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationships use motive between customer satisfaction and revisit intention was adopted.