외식기업의 공익연계마케팅 효과성 연구

A Study on Effectiveness of Cause-Related Marketing in Food Service Business

The purpose of this study is to verify the effectiveness of cause-related marketing in the foodservice businesses. To accomplish the purpose, this study conducted Google online and offline survey based on convenient sampling method from September 01, 2017 to September 29, 2017. The survey was conducted by putting the words of public interest on the foodservice items under the approval of Joy & Cook Korea’s representative. For the analysis, total of 224 questionnaires were used after excluding 21 questionnaires that cannot used statistically. Frequency analysis, exploratory factor analysis, and regression analysis were measured by using SPSS 18.0 accordingly. Also, the cause-related marketing was set to adequacy and sincerity and the legitimacy and purchase intention were set to a single factor. The study result was as follows. In hypothesis 1, the cause-related marketing had significant positive (+) effect on legitimacy. In hypothesis 2, the cause-related marketing had significant positive (+) effect on purchase intention. Also, in the hypothesis 3, the legitimacy had positive (+) effect on purchase intention. Based on such study result, this study suggests the practical and theoretical implications on marketing and management strategy of foodservice businesses.