호텔 기업의 사회적 책임활동이 구매의도에 미치는 영향 연구

The purpose of this study was to investigate the effect of trust on the relationship between hotel company CSR activities and purchase intention. The two hypotheses were set up based on the theoretical background, and the effect of the CSR activities of the hotel company on the influence of purchase intention and the moderating effect of trust on the relationship between CSR activity and purchase intention were analyzed. The population of this study is based on customers who used 5-star hotels in Seoul. The survey was conducted from July 1, 2018 to August 30, 2018, and 300 copies were distributed, and 281 were used for the empirical analysis. As a result of the hypotheses tested through the research model, it was found that the hotels’ CSR activities influenced the intent to purchase, so factors that affect it should be considered. Second, it was found that the trust of hotel companies had a moderating effect on purchase intention. Therefore, it can be concluded that the hypotheses presented in the present study were adopted through the rationale of previous studies. It is suggested that hotel companies do CSR activities to improve their purchasing intention. In addition, the higher the trust of the hotel company in CSR activities, the higher the purchase intention of the consumers. Therefore, recognition of the customers' trust in beliefs and honesty will help.