외식 소비자 관점에서의 기업의 사회적 책임활동, 기업-소비자 동일시 및 지속이용의도 간의 관계에 관한 연구

The purpose of this research was to identify the influence of consumers’ beliefs about corporate social responsibility (CSR) dimensions on company-consumer identification and their repurchase intentions in the dining-out industry. This research investigated the relationship between five dimensions of CSR (i.e., economic, consumer protection, ethical, philanthropic, and environmental) and repurchase intention and hypothesized that basic responsibilities such as economic and consumer-protection responsibility influenced repurchase intention directly, while high-level responsibilities such as ethical, philanthropic, and environmental responsibility influenced repurchase intention with the mediation of company-consumer identification. The results of statistical analyses of questionnaires supported most of the hypotheses. The research findings imply that consumers’ self-concept is closely related to the higher-level CSR dimensions such as ethical, philanthropic, and environmental responsibilities and less related to the basic duties of companies such as economic and consumer protection responsibilities. This research confirmed that dining-out consumers’ perceived ethical responsibility, philanthropic responsibility, and environmental responsibility could be influential when it was self-congruous. Also, this research found that consumer protection responsibility influenced repurchase intention, but economic responsibility didn’t. Based on these results, this research suggests several implications for dining-out companies in Korea.