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[학술저널]

  • 학술저널

정윤희(성공회대학교) 김창식(배화여자대학교) 함선옥(연세대학교)

DOI : 10.31336/JTLR.2018.06.30.6.361

이 논문을 2019-05-27 에 이용했습니다.

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초록

The purpose of this study was to investigate the effects of CSV activities of foodservice companies on consumers’ purchase intention. More specifically, this study determined whether CSV activities of foodservice companies have an impact on brand image and brand trust while image and trust have an effect on consumer’s purchase intention. The survey was conducted among customers who know about CSV activities of foodservice companies, and a total of 315 responses were analyzed. The results of this study were as follows. Consumers’ perception on the CSV activities of foodservice companies had a significantly positive impact on their brand image and trust, while brand image and trust had a significantly positively effect on their purchase intention. However, perception had no significant impact on purchase intention. This study confirmed that CSV activities of foodservice companies have an impact on their brand image and trust, which ultimately have an effect on consumers’ purchase intention. Therefore, with there being a question about effectiveness and feasibility of CSV, which is still in the early stage, this study provides practical implications for companies that plan or perform CSV activities.

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Abstract
Ⅰ. 서론
Ⅱ. 문헌 고찰
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 결론
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