항공사의 사회적 책임(CSR)활동이 진정성, 기업이미지 및 이용의도에 미치는 영향에 관한 연구

Purpose –This study is to explore the influence of CSR activities on authenticity, corporate image and intention to use airlines. Design, data, and methodology - The survey was conducted for 6 days from June 14 to June 19, 2023 to customers who had used full service carrier(FSC) in Korea. A total of 370 samples were analyzed using the SPSS 25 program. Result –The results showed that, first, economic, philanthropic, environmental responsibility activities have a positive effect on authenticity. Second, authenticity positively affects corporate image and intention to use. Third, corporate image has a positive effect on intention to use. Conclusions –This study verified that the higher the customer’s perception of CSR activities is, the higher the perception of authenticity. It was also found that authenticity is a variable that can predict corporate image and intention to use airlines. This study suggests that sincere CSR activities should be carried out for sustainable management.