외식기업의 사회적 책임(CRS)활동이 기업이미지와 구매의도에 미치는 영향에 관한 연구

The purpose of this study is to analyze the relationship between CSR activities (economic responsibility, legal responsibility, ethical responsibility, charity responsibility, environmental responsibility) of a restaurant company on corporate image and purchase intention. A total of 150 questionnaires were distributed to customers who had experience using food service companies, and 145 cases were collected. The data were analyzed using 142 pieces of data except for the untruthful responses. SPSS 20.0 and AMOS 20.0 were used for the statistical data processing. Statistical analysis was done by frequency analysis, confirmatory factor analysis, correlation analysis and path analysis, and the hypothesis on the relationship between the fitness of the structural model and the variables was verified. The results of this study are as follows: First, five factors of corporate social responsibility(CSR) activities of restaurants have a significant positive effect on corporate image. Second, the four factors(economic, ethical, philanthropic, environmental) of social responsibility(CSR) activities of restaurants have a positive effect on purchase intention. However, one factor of legal liability has a negative effect on purchase intention. Third, the results of the empirical analysis showed that the restaurant image had a positive (+) effect on the purchase intention. The results of this study can be summarized as follows. First, the research on the CSR activities of food service companies was carried out in a situation where there were almost no prior researches related to the customers and the causal relationship between CSR activities, The researchers have found that it is important to research.