기업의 사회적 책임이 기업이미지와 구매의도에 미치는 영향에 관한 연구 : 코카콜라와 加多寶의 비교분석을 중심으로

다국어 초록 (Multilingual Abstract)

Currently, The industry share in domestic industry is increasing. In this study, The influence of CSR on corporate image, purchase intention and the research data were analyzed by using SPSS 18.0 statistics package, and the data were subject to reliability analysis, regression analysis and correlation analysis.
We conducted a close investigation into the attributes affecting the corporate image and purchase intention the CSR industry, and into the causal relationship between these concepts by actual analysis approach. Based on the research, we will suggest some plans for improving corporate social responsibility of CSR industry and increasing the number of corporate image and purchase intension.
This research is the social responsibility of companies to buy the company's image and affect the model, which represents a lot of interest in the philanthropic responsibility aspect of the social contribution and environmental aspects, the legal responsibility and economic responsibility corporate image Attribute, and the purchase will also keep in mind the impact of, and based on the theoretical analysis and the proof is to identify it. Social responsibility through the study of literature for the first time an independent variable, and also the relationship of corporate image and the purchase was provided.
As a result, corporate social responsibility through this research on the significant impact the company's image, but also the social responsibility of businesses to purchase a significant influence on the show as service providers and researchers have more interest in the research is needed. Social responsibility, such as the above information, whose purchase of the company's image and should be aware that an important element.

목차 (Table of Contents)

• 제Ⅰ장 서론 1
• 제1절. 연구의 배경 1
• 제2절. 연구의 목적 3
• 제3절. 연구의 구성 4
• 제Ⅱ장 이론적 배경 5
• 제1절. 기업의 사회적 책임 5
• 제2절. 기업이미지 13
• 제3절. 구매의도 17
• 제Ⅲ장 연구방법 22
• 제1절. 연구모형 22
• 제2절. 연구가설 23
• 제3절. 연구의 설계 24
• 제Ⅳ장 실증분석 28
• 제1절. 인구통계학적 특성 29
• 제2절. 기술통계적 특성 29
• 제3절. 요인분석 30
• 제4절. 신뢰성 분석 32
• 제5절. 상관관계 분석 33
• 제6절. 가설검증 34
• 제7절. 가설검증 결과 요약 40
• 제Ⅴ장 결론 42
• 제1절. 결론 요약 42
• 제2절. 시사점 및 한계 43
• 제3절. 연구의 향후 과제 46
• <참고문헌> 48
• <설문지> 53