기업의 사회적 책임이 고객의 지각된 가치와 이용의도에 미치는 영향

The Effect of Corporate Social Responsibility(CSR) on Perceived value and Behavioral Intention: A case of Starbucks Coffee

The Corporate Social Responsibility(CSR) has received considerable attention in a variety of hospitality and business service industries. From this point of view, the main purpose of this study is to examine the effect of the CSR on perceived value and behavioral intention. This study chose 2 main components of CSR: legal/ethical CSR and Philanthropic/environmental CSR. Perceived value was also measured by two main constructs: economic value and social value. To achieve the objective of this study, survey was conducted. A total of 300 samples were collected and 294 samples were used for statistical analysis. Findings reveal that CSR showed significant effects on perceived value and behavioral intention. Based on the results, theoretical/practical implications and future research were discussed.