항공사의 사회적 책임활동이 지각된 가격, 서비스 품질에 따라 브랜드 이미지, 구매의도에 미치는 영향

[Purpose]It is intended to examine whether Airline’s brand image and intent of purchase are not only affected by Airline’s CSR activities, but also subject to adjustment by price, human and material service quality, to verify the relevance of variables, to provide future implications based on the results of causative relationships, and to provide positive assistance in marketing. [Methodology]This study analyzes how airline social responsibility activities relate between brand image and purchase intent according to perceived value and human and material service quality. Empirical analysis of how the factors of airline social responsibility affect brand image and purchase intent, and the effect of adjusting perceived value and quality of service is analyzed. [Findings]In this study, the analysis results to verify the hypothesis of the study to explore the relationship of the airline’s CSR activities, brand image, intent to purchase, and the effect of regulating perceived prices and service quality, and the test results for this study found that hypothesis 1－2, 1－4, 2－1 and hypothesis 3 were adopted, and the adjustment effect analysis confirmed that hypothesis 6－7 was adopted and the remaining hypothesis was rejected. [Implications]This study could help managers develop more realistic and efficient strategies when developing strategies in planning CSR activities at the marketing level at Airline by empirical analysis of how Airline’s CSR activities affect brand image and purchase intent based on perceived prices and quality of service.