기업의 사회적 책임활동(CSR)이 기업-소비자 동일시와 기업에 대한 태도 및 재이용의도에 미치는 영향 -대규모 커피 전문점 이용고객을 중심으로- = Effects of Corporate Social Responsibility on company-consumer identification, Consumer`s Attitude and Repurchase Intention -Focusing on National Coffee Franchise-

다국어 초록 (Multilingual Abstract)

The purpose of this study is to suggest the effective way to manage the coffee franchise by verifying the relationship between corporate social responsibility, company-consumer identification, consumer`s attitude towards the corporation and intention of repurchase. This study researched the customers who have visit the Starbuck`s, Cafe Bene, Coffee Bean, Holly`s coffee and Angle in us. The research was performed in 20days duration, which have taken place from April 16, 2010 thru May 05, 2010, among residents living in the Seoul metro area and Kyoung-ki urban area. Total of 508 research papers have been collected from 550 survey. Only 260 survey were utilized after elimination of false response. The summary of this study is as follows; First, the charity activity from the corporate social responsibility has positive effect (+) on Company-Consumer Identification. Second, the economic contribution from the corporation social responsibility has positive effect (+) on company-consumer identification. Third, the social contribution has negative effect (-) on the intention of repurchase. Lastly, the company-consumer identification has positive effect (+) on the consumer`s attitude towards the corporation and it has positive effect (+) on the intention to repurchase.