CSR이 소비자신뢰와 구매의도에 미치는 영향

The Effect of CSR on the Consumer Trust and Purchase Intention: On the Focus of Family Style Restaurant

The purpose of this article is to test the effect of CSR(Corporate Social Responsibility: CSR) on consumer trust and purchase intention in the family restaurant industry in Korea. Based on the literature review, it is theorized that consumer trust and purchase intention are key causal determinants of CSR in this model. Based on theoretical backgrounds, 3 hypotheses are derived, a regression model is proposed. The regression model is tested using the empirical data collected from 143 undergraduate students major in hotel management and business management of K university in Seoul Korea. All 3 hypotheses(ie.: 1. CSR to Consumer Trust, 2. CSR to Purchase Intention, 3. Consumer Trust to Purchase Intention) are supported, and based on the data analysis results theoretical and managerial implications are discussed.