지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Corporate Social Responsibility(CSR) has aroused deep interest of the academic and the business society because it has been a classical issue related with roles of a company as a member of the society. It is also because CSR might positively affect long-term sustainability of a company. In China, which is a fast growing market with fierce competition of many global companies, CSR has recently become a hot topic, too.
This study empirically investigates the relationship of CSR, brand awareness, and purchase intent based on perception of Chinese consumers toward Korean food and confectionary companies in the Chinese market. The research hypotheses in this study are that CSR may positively affect purchase intent, and that this positive effect of CSR may be strengthened(moderated) by brand awareness. Hierarchial regression analysis using data from a questionnaire survey to university students in Hangzhou supported these hypotheses. These results imply that a company needs to approach the CSR issue more actively as a strategic tool to increase purchase intent of consumers, not passively just as responsibility.
This study empirically investigates the relationship of CSR, brand awareness, and purchase intent based on perception of Chinese consumers toward Korean food and confectionary companies in the Chinese market. The research hypotheses in this study are that CSR may positively affect purchase intent, and that this positive effect of CSR may be strengthened(moderated) by brand awareness. Hierarchial regression analysis using data from a questionnaire survey to university students in Hangzhou supported these hypotheses. These results imply that a company needs to approach the CSR issue more actively as a strategic tool to increase purchase intent of consumers, not passively just as responsibility.
목차
Ⅰ. 서론
Ⅱ. 사회적 책임, 브랜드 인지도, 구매의도에 대한 이론적 고찰
Ⅲ. 연구모형 및 가설
Ⅳ. 연구방법
Ⅴ. 실증분석 결과
Ⅵ. 결론 및 논의
참고문헌
〈Abstract〉
참고문헌 (3)
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UCI(KEPA) : I410-ECN-0101-2014-912-001128338