식음료 프랜차이즈 기업의 CSR 활동 동기에 대한 지각이 진정성 및 태도에 미치는 영향

• 영문명: Effects of CSR Motives on Authenticity and Attitude in the Food and Beverage Franchise Sectors
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이현(Hyun LEE) 이용기(Yong-Ki LEE) 김재율(Jae Youl KIM)
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제4호, 1~16쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Purpose: Previous studies show that perceived CSR motives have a significant impact on company evaluations. However, consumer responses to CSR motives vary depending on CSR motives. From this perspective, this study investigates the impact of CSR motives on consumers’ responses in the context of food and beverage franchise companies using a scenario. Research design, data, and methodology: For achieving the purposes of the study, an example of a domestic food and beverage franchise company actively carrying out CSR activities was presented. Data was collected from 304 respondents aged 20 or older who were aware of CSR activities. The respondents answered the questionnaire after reading the scenario. The data was analyzed with SPSS 28.0 and SmartPLS 4.0 program. Result: Values-driven motive and strategic motive influence authenticity, while stakeholder-driven motive and egoistic motive did not influence authenticity. Values-driven motive influences on attitude, while stakeholder-driven motive, strategic motive and egoistic motive didn’t. Lastly, authenticity influences attitude. Conclusions: Companies need to be aware that consumers may infer different motives for their CSR activities, and pay close attention to consumers' perceived motives from the planning stage of CSR activities. In particular, companies should focus on the values-driven motive and the strategic motive when planning CSR activities.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Analysis

5. Discussion and Implications

References

키워드

CSR 동기 CSR 귀인 진정성 태도 CSR Motives CSR Attributions Authenticity Attitude