외식기업의 사회적 책임활동이 자아이미지 일치를 매개로 하여 지속이용의도에 미치는 영향

This study examined firstly, whether repurchase intention and self-congruity were explained by ethical, philanthropic and environmental dimensions of corporate social responsibility (CSR), and secondly, whether repurchase intention was influenced by self-congruity in food-service firms. Also this study investigated whether self-congruity had mediating roles on the causal relationships between the CSR dimensions and repurchase intention respectively. Based on the theoretical predictions, an empirical test was conducted. The data acquired from 230 consumers who visited coffee shops, family restaurants, fast food restaurants, and other restaurants in Seoul, South Korea, was analyzed utilizing structural equation modeling (SEM). The results showed: Firstly, ethical, philanthropic and environmental dimensions of CSR did not influence repurchase intention, but influenced self-congruity significantly. Secondly, self-congruity influenced repurchase intention. Thirdly, self-congruity had a mediating role on the causal relationships between environmental CSR dimension and repurchase intention, but it did not show mediating roles between ethical/philanthropic CSR dimensions and repurchase intention. Theoretical implications resulting from this article expanded the research scope of existing studies. Managerial implications were as follows. Firstly, food-service firms should use self-congruity of target market to implement proper marketing strategies. Secondly, environmental dimension of CSR should be considered just as important as economic or legal dimensions of CSR.