서비스 기업의 CSR활동이 제품 수용 및 수용 후 행동에 미치는 영향

Effect of Service Corporate Social Responsibility on Adoption and Post- Adoption Behavior

The purpose of this study was to identify whether not only corporate social responsibility affected product adoption, but also product adoption influenced post-adoption behavior. Simultaneously this study investigate the relationship between post-adoption behavior and continuing use of product. To achieve the purpose, this study conducted a survey with use of longitudinal analysis to the sample of office workers and collegians in their twenties and thirties who used food & beverage facilities in Seoul, Busan and Daegu. The research findings were as follows. Firstly, product adoption was caused by social contribution activities, economic responsibilities and regionally cultural activities, but consumer protection activities and environment protection activities didn't affect product adoption. Secondly, product adoption affected expectation confirmation, relationship investment and switching cost, but emotional attachment and attractiveness to alternatives didn't have the influence of product adoption. Thirdly, continuing use of product was caused by expectation confirmation, relationship investment and switching cost, but emotional attachment and attractiveness to alternatives didn't affect continuing use of product. Finally this study proposed managerial implications and suggestions for future research.